PwC has analysed more than 1 billion job adverts worldwide and found businesses that “think big” achieve the greatest gains from AI.

Emma Hardy, a partner in PwC’s Australian workforce practice, says that sometimes what looks like AI-driven restructuring is not transformation at all, and organisations “chasing the sugar hit of cost reduction are walking past the real opportunity. It is AI washing, using the language of AI to justify decisions rooted in past inefficiencies. The cuts get made, the reinvention never arrives.”

PwC’s analysis found a small group are outperforming by shifting their AI ambitions from efficiency to reinvention, asking: how can we do things differently?

“They are using AI to reimagine their business and operating models more broadly, with a focus on value creation and associated growth through new products and services, personalised customer experiences and entering new markets.”

PwC says while it is tempting to apply AI to individual tasks or to plug capacity gaps, gains are modest once the costs of tools, governance and implementation are factored in. Successful companies focus on connecting AI to growth, revenue and risk.

“AI is being used to transform entire functions across areas such as finance, marketing and operations,” the consultant’s AI Jobs Barometer report says.

AI-skilled workers now command an average wage premium of 62%, with financial services, technology, media and manufacturing as standouts.

“They’re attempting to attract those candidates with incentives such as higher wage premiums,” Ms Hardy said.

“The ability to manage risk and use AI responsibly is now part of the job description, and it’s rewarded. Recruiters value candidates who can exercise judgment, take clear accountability and oversee high-stakes decisions over the AI life cycle.”

The number of ads for AI specialists and advanced skills such as machine learning grew eight times faster last year than hiring across all jobs worldwide.

In Australia, postings for AI user roles increased by 19,300 and AI developers by 1300.

PwC Australia change advisory MD Peter Wheeler says the “workforce of tomorrow will be less ‘doing’ and more ‘thinking’. As AI adoption increases, critical thought, judgment and curiosity will be highly regarded.”

See the report here.