Businesses have been told the time to simply consider implementation of artificial intelligence is over.

In a new study PwC said that AI had to be implemented alongside an investment in new staff and new skills or businesses run the risk of falling behind their peers.

PwC has issued its 2025 Global Workforce Hopes & Fears Survey, which found Gen Z (18–28-year-olds) professionals are nearly twice as likely as Gen X (45–60-year-olds) workers to feel optimistic about the future of their roles. In all 62% of Gen Z are optimistic compared to 35% of Gen X

When it comes to technology older workers are also less likely to feel in control of how technology affects their work – with roughly half (51%) of Gen Z workers believing they will have control over how tech impacts their role, whereas only about two-in-ten (21%) of Gen X feel this.

About one-in-seven (15%) UK workers reveal they use GenAI on a daily basis, which is more than twice as much as the 6% who said as such in 2024. An even smaller proportion (7%) say they are using agentic AI every day. Looking across the workforce, seven-in-ten (73%) non-managers admit they have never used GenAI at work. Among senior executives, nearly half (47%) acknowledge using AI agents on a weekly or daily basis, and 63% use GenAI tools at least monthly.

At the same time, Gen Z workers feel more excited about how AI will impact their careers over the next three years compared to Gen X workers – they expect to see an increase across productivity (67% vs 39%), salary (47% vs 18%), and job security (48% vs 16%).

PwC added the data reveals that compared to infrequent users, daily users of GenAI are more likely to have seen tangible benefits, including productivity increases (93% vs. 62%), job security (69% vs. 36%), and salaries (64% vs. 32%). Regular GenAI users are far more confident in their middle and long-term job security (83%) compared to the UK average of all employees surveyed (60%).

Sarah Moore, head of workforce transformation consulting at PwC UK, said businesses needed to put their strategies in operation.

“The time for tinkering is over,” she explained. “If UK businesses want to unlock AI’s true value and transform productivity in the workforce, they must move beyond pilots and invest in employees of all ages – redesigning work, building skills, and bringing everyone on the journey. There is a strong message in the research of the emotional and economic benefits of investing in employees. And the prize is clear: a more motivated, productive, and future-ready workforce.”

The survey, which interviewed 2,023 workers in the UK across 28 sectors, revealed a new workplace paradox: younger employees (Gen Z) are more motivated and excited about their career prospects than colleagues of other age groups; however, nearly half of the youngest working generation are more likely than Millennial or Gen X peers to seek new opportunities in the next 12 months.

Despite rising economic inactivity amongst young people and a challenging job market, PwC data shows Gen Z are the UK’s most motivated workers, presenting an evolving relationship between employers and younger workers.

It added Gen Z professionals are the UK’s generation most likely to look forward to going to work, with roughly seven-in-ten (71%) acknowledging this – and as many as three-in-ten (28%) feeling this way every day. This number is similar amongst Millennials (68%). This compares to just over half of Gen X professionals (55%), steeply dropping to just 16% who acknowledge this on a daily basis.

The research comes following the launch of the Keep Britain Working review which explores how employers can play a greater role in tackling ill-health and supporting people to remain in the workforce. Whilst younger workers are displaying a more positive and optimistic outlook on their current roles, they also appear more likely to feel overwhelmed, with 45% of Gen Z saying they feel this at least once a week. However, nearly all UK professionals polled acknowledged feeling a sense of fatigue at least once a week.

Moore added: “Gen Z’s optimism, energy and ambition is a massive opportunity for the UK workforce – but they won’t wait for employers to catch up. There’s understandable concern around rising economic inactivity among young people, particularly due to mental health. This shouldn’t be confused with a lack of motivation – quite the reverse. Gen Z cares deeply about their work and want to make an impact. This may explain why burnout is a risk and equally why young people want to take action if a role isn’t living up to expectations.”

Gen Z professionals are the UK’s generation most likely to look forward to going to work, with roughly seven-in-ten (71%) acknowledging this – and as many as three-in-ten (28%) feeling this way every day. This number is similar amongst Millennials (68%).