On Tuesday 17 June 2025, PwC Luxembourg released the results of its “(Gen)AI and Data Use in Luxembourg Survey”, which revealed a notable shift in the use of artificial intelligence (AI) in Luxembourg’s operational businesses.
According to PwC Luxembourg, the survey, now in its fourth edition, was conducted from February to March 2025 and for the first time was opened responses from the public. It was also expanded to include input from financial sector stakeholders through collaborations with ABBL (The Luxembourg Bankers' Association) and ACA (Association of Luxembourg Insurers and Reinsurers).
PwC noted that “as generative AI (GenAI) reshapes industries at an unprecedented pace, Luxembourg is positioning itself at the heart of this transformation” and reveals that “ organisations across sectors are shifting from early exploration to embedding AI into day-to-day operations”.
PwC reported that the 2025 edition of the survey had attracted a record 101 respondents, 74 of whom were from Luxembourg’s financial sector, offering “the most statistically robust and cross-sectoral snapshot to date of AI and data practices in the country” which “allows for the assessment of not only how (Gen)AI is already reshaping day-to-day operations but also how organisations are preparing for the EU AI Act, the world’s most ambitious AI regulatory framework.”
The survey noted the following conclusions:
· 50% of organisations achieve high maturity in data governance and privacy compliance;
· 20% of organisations are not significantly using the data they are collecting;
· 88% of respondents are collecting data to improve operational efficiency;
· Luxembourg’s (Gen)AI maturity is accelerating but data strategy gaps persist.
According to PwC, the key takeaways from the survey included:
⁃ organisations in Luxembourg continue to demonstrate a high maturity in terms of foundational data governance and privacy considerations, creating a solid foundation for the implementation of AI. Two notable exceptions are however the limited maturity in terms of collection OF ESG data and that only 25% of organisations are using most of the data that they are collecting – a key gap to improve in the coming years;
⁃ technology adoption across sectors: Most businesses now use internal and structured data as their foundation, while advanced tools like data lakes and master data management give some companies a competitive edge. Entities should investigate their data strategies to map more advanced data tools to specific business outcomes. The focus should be on areas where they can gain a competitive advantage or achieve significant operational efficiencies;
⁃ between 2023 and 2025, businesses rapidly shifted from experimenting with AI to putting it to work. Third-party (Gen)AI tools are used by 64% of operational companies, while 57% of banks are working on internal tools, both far above the 2023 numbers. There is however still significant room to grow, as according to recent studies more than 80% of CEOs expect a comprehensive use of (Gen)AI;
⁃ personal productivity serves as the common starting point for AI adoption across industries, with companies focusing on direct individual benefits before moving to complex organisational changes. Forward-looking leaders should consider programmes to identify which personal productivity AI successes can be scaled up to process-level improvements, for example by expanding individual writing assistance to automated report generation;
⁃ Luxembourg’s banks are actively preparing for EU AI regulations, while alternative investment firms are waiting to see what happens. This shows a mixed response across Europe as it tries to balance AI innovation with proper oversight. There are several no-regret areas on the road to EU AI Act Compliance, including building an inventory of AI systems and defining their associated risks, fulfilling training requirements towards AI literacy and ideally setting up a comprehensive AI Governance.
Advisory Partner, Deputy Advisory & Technology Leader at PwC Luxembourg, Thierry Kremser, said: “Luxembourg stands at a crucial moment where AI ambition, regulatory certainty and market readiness converge. Organisations that act decisively now - building both technical capabilities and valuable use cases - will define the next chapter of our digital economy.”
Director Artificial Intelligence & Data Science at PwC Luxembourg, Andreas Braun, remarked: “The ambition of the government on AI is very clear, with several billion [Euros] earmarked for AI innovation - our data shows it is the right time. We are seeing organisations move from experimentation to execution at unprecedented speed, ensuring that this persists and turns into real economic gains should be a priority.”
Member of the Management Board (Innovation, Payments, Sustainability) at ABBL, Ananda Kautz, stated: “We are delighted to see the progress made by our members in adopting GenAI confirmed by the results of this study. Banks manage a huge amount of data. Increased use of GenAI will enable great strides to be made in automating processes and personalising services.”
Legal Advisor at ACA Luxembourg, Sarah Hartmann, said: “For Luxembourg’s insurance sector, generative AI is gradually moving from concept to practice - and it’s becoming a game-changer. Insurers are shifting from experimentation to real transformation. It opens the door to smarter underwriting, hyper-personalised customer journeys and radically more efficient operations. Those who act decisively now will help define the future of insurance.”
