PwC’s fundamental value proposition around trust and client intimacy reflects the firm’s strong governance, risk and compliance (GRC), cybersecurity and technology capabilities. TBR views risk and cybersecurity offerings as natural enablers for client discussions around business model reinvention and — when complemented by credible customer zero use cases across multiple domains, including AI — an extension of trust throughout a client’s ecosystem.

The revenue generated from generative AI (GenAI) offset some of the impact of cost-saving and expense-reduction efforts that defined the IT and cloud market in 2024. We expect some of that luster to fade in 2025, however, as the lack of a clear ROI from GenAI solutions will be a sticking point that slows investment in the coming year.

Microsoft Fabric, a new end-to-end SaaS-like data platform, will help Microsoft change the PaaS landscape and could help Microsoft reach new audiences and spur Azure growth in the continued race for cloud and AI dominance.