AI yet to deliver returns as CEOs in Central and Eastern Europe focus on short-term growth, PwC Survey finds

AI yet to deliver returns as CEOs in Central and Eastern Europe focus on short-term growth, PwC Survey finds 

• CEOs in CEO are confident in the short-term. 42% of CEE CEOs predict revenue growth for their company in 2026—significantly more than the 30% global average. 
• Business leaders in CEE are more cautious longer-term. There’s a slight drop to 39% in confidence in growth over three years. This contrasts with the global picture, which rises to 49% over the same timeframe.  
• On AI, promise is ahead of implementation. 73% report little or no revenue gain on AI, and 57% say costs have remained unchanged—both above global averages.  
• Geopolitical upheaval remains a major threat. CEOs in CEE feel most highly exposed to geopolitical conflict (39%) and macroeconomic volatility (37%). Inflation concerns, while still significant at 24%, have eased.  
• Businesses in CEE are looking beyond industry boundaries for sources of growth. Almost half have entered new sectors in the last five years, with 61% of these earning 10–50% of their revenue in these markets.   

Warsaw, Poland, 12 February 2026. CEOs in Central and Eastern Europe (CEE) are showing renewed short-term confidence in revenue growth, bucking a global trend of declining CEO optimism. But there’s more caution over the next three years.  

CEOs in CEE are navigating a complex operating environment shaped by rapid technological change, geopolitical uncertainty, and economic pressures. They’ve shown remarkable resilience in the face of these and managing short-term challenges.  

PwC’s 29th Annual Global CEO Survey—CEE edition, however, suggests that pressure to focus on immediate priorities can overshadow the need for critical investments in technology and innovation. 

AI ambition vs performance 

Despite widespread interest in AI, most CEOs in the region have yet to see business gains. 73% of CEE CEOs say AI has had little or no effect on revenue, and 57% report costs have remained unchanged—both higher than global averages. Only 12% of CEE CEOs say their organisations have realised both cost savings and revenue growth from AI. These are companies who strong foundational capabilities. 

Geopolitical tensions and emerging tariff risks 

Geopolitical uncertainty remains a major concern. The share of CEOs in CEE reporting high exposure to geopolitical risk rose from 34% to 39% over the past year. Macroeconomic volatility also increased from 32% to 37%.  

Reflecting global trade tensions, tariffs have emerged as a new threat, significantly affect 15% of CEOs in CEE. Nearly one-third of CEOs in the region anticipate tariffs to negatively impact profit margins.  

In response to geopolitical threats, 48% of CEOs in CEE plan to enhance enterprise-wide cybersecurity defences.  

High innovation ambitions and lagging executions 

Innovation remains a strategic focus, with 41% of CEOs citing it as central to their plans. However, fewer than one in five consistently apply critical innovation practices such as tolerating risk, terminating underperforming initiatives, or establishing innovation hubs. 

But businesses in CEE are stepping outside traditional industry boundaries 

Almost half (49%) of CEOs in CEE report they’ve entered new sectors over the past five years—above the 42% global average. Out of those that have, 61% report these new sectors contribute 10–50% of revenue. This reflects how technology and geopolitics are reshaping how value is created, and many companies in CEE are already finding new sectors to grow in. 

Short-term resilience, but focus needs also to be on long-term growth 

CEOs in CEE spend 57% of their time on priorities with horizons under one year, compared with 47% globally. Only 11% time is dedicated to decisions five years and beyond. This short-term focus limits the long-term reinvention essential for sustainable growth and competitiveness. 

Notes to Editors  

We surveyed 4,554 CEOs in 95 countries and territories beginning 30 September and ending on 10 November 2025, including 240 CEOs from Central and Eastern Europe. The global and regional figures in this report are weighted proportionally to individual nominal country GDP, so CEOs’ views are broadly representative across all major regions. The industry and country-level figures are based on unweighted data from the full sample of 4,554 CEOs. All quantitative interviews were conducted on a confidential basis. 

About PwC 

At PwC, we help clients build trust and reinvent so they can turn complexity into competitive advantage. We’re a tech-forward, people-empowered network with more than 364,000 people in 136 countries and 137 territories. Across audit and assurance, tax and legal, deals and consulting, we help clients build, accelerate, and sustain momentum. Find out more at https://cee.pwc.com.