PwC’s 27th Annual Global CEO Survey - Kosovo Findings

Thriving in an age of continuous reinvention

  • Survey
  • 30 minute read

Economic optimism doubles, yet almost half of CEOs do not believe their businesses will be viable in a decade as tech and climate pressures accelerate: PwC's 27th Annual Global CEO Survey - Kosovo Findings


●  Proportion of CEOs optimistic about global growth prospects increases from 28% to 45% as concerns about inflation and macroeconomic volatility fall

●  55% of CEOs expect their company’s headcount to increase by 5% or more in 2024

●  However, confidence is fragile: more than half (55%) do not believe their business will be viable in a decade without reinvention – up from 45% in 2023

●  CEOs expect more pressure over the next three years than they experienced over the previous five from technology, climate and several other megatrends

●  23% of CEOs report that they have accepted lower returns for climate-friendly investments

●  52% expect Generative AI to significantly change the way their company creates value in the next three years.

The proportion of CEOs who believe global economic growth will improve over the next 12-months has more than doubled year-on-year. At the same time the proportion of CEOs concerned about their long-term business viability has risen to 55% as tech and climate pressures accelerate, according to PwC’s 27th Annual Global CEO Survey.

The survey of 31 CEOs in Kosovo, found that 45% of CEOs are optimistic about global economic growth prospects over the next 12-months, up from 28% in 2023. CEO expectations of economic decline have also tumbled from a record high in last year’s survey (63%) to 29%, as perceived exposure to inflation and macroeconomic volatility fell by 24 percentage points (to 6%) and 13 percentage points (to 10%) respectively.  Despite ongoing conflicts, the proportion of CEOs who felt their company is highly or extremely exposed to geopolitical conflict risk fell 15 percentage points (to 13%).

CEOs in most regions of the world are also more likely to be optimistic about domestic economic prospects than pessimistic. CEOs in Kosovo are generally  as optimistic as them, 42% expect their domestic economies to improve, 29% decline; Global, 44% and 37%, respectively.

CEOs are more likely to plan to increase than decrease their headcount in the next 12-months, with 55% reporting that they expect to increase their headcount by 5% or more. 

While the trajectory is positive, confidence is fragile as megatrends including technological disruption – exemplified by generative AI – and the climate transition converge. More than half (55%) of CEOs say they do not believe their current business will be viable in a decade if it continues on its current path – up from 45% in 2023. Reflecting uncertainty about how they will manage megatrends, CEOs are somewhat less confident than last year in their own company’s prospects for revenue growth over the next 12 months – down from 50% to 35%.

The AI opportunity

CEOs overwhelmingly see generative AI as a catalyst for reinvention that will power efficiency, innovation, and transformational change. Just about half (52%) believe it will significantly change the way their company creates, delivers, and captures value in the next three years.

CEOs are also optimistic about the short-term impact. Over the next 12 months,about one third (35%) expect it to improve the quality of their products or services and almost a quarter (23%) say it will enhance their ability to build trust with stakeholders. They also expect better outcomes for their business - 35% expect it to positively impact revenue and 39% expect it to positively impact profitability.

But while CEOs are increasingly looking to the transformative benefits of generative AI, the great majority say it will require workforce upskilling (48%). They have also expressed concern about an associated rise in cybersecurity risk (45%), misinformation (32%), legal liabilities and reputation risks (19%), and bias towards specific groups of customers or employees (19%) in their companies.

CEOs report progress on climate priorities

As CEOs establish priorities, many are seeing the climate transition as an industry disruptor containing distinct opportunities in addition to risks. 10% expect climate change to shift the way they create, deliver, and capture value over the next three years - up from 6% who said as much regarding the past 5 years.

On the other hand, only 36% note having made progress on or completed incorporating climate risk into financial planning (with 39% noting no plans to do so). Action on adaptation to physical climate risks is also lagging at 32% (with 32% noting no plans to act).

The reinvention imperative

As CEOs become more aware of the megatrends facing businesses globally, survey respondents expressed increased concern around their long-term business viability. More than half (55%) note they are concerned their businesses will not be viable beyond the next decade without reinvention - up from 45% in 2023. 

But while CEOs are taking action, they are faced with a number of challenges. 61% cite the regulatory environment as inhibiting their ability to reinvent their business model to at least a moderate extent, 36% point to competing operational concerns, and 42% point to a lack of skills in their company’s workforce.

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PwC's 27 Annual Global CEO Survey - Kosovo Findings

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