95% of financial service leaders plan AI investments in next year
Nearly all financial services executives are committing money to artificial intelligence and technology over the next 12 months, according to a PwC survey released in April 2026. The findings show sustained confidence in AI's potential despite widespread concerns about regulation and slow returns.
PwC surveyed executives across consumer markets and found that 95% plan to maintain, increase, or launch new AI and technology investments. Seventy percent of financial institution leaders specifically are either increasing or maintaining their AI spending, while 25% are starting new programs in the area.
Regulation remains a drag on strategy
The commitment to spending doesn't mean smooth sailing. More than half of executives-52%-name AI regulation as one of the three biggest factors shaping their company's near-term strategy. Three-quarters say they won't see meaningful returns beyond cost savings for at least another year.
Despite these headwinds, executives view AI speed and return on investment as critical to survival. Sixty percent say the pace of AI's ROI and the speed of technology adoption are the top factors enabling growth.
Early movers see faster innovation
Financial institutions that took concrete steps-such as changing underwriting standards-reported tangible benefits. Seventy percent of these firms saw improvements in innovation speed and effectiveness. They were also significantly more likely to report gains in cost or margin performance.
For insurance professionals, the data suggests that AI for Insurance applications in underwriting and risk assessment are moving from pilot projects to operational reality for leading firms.
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