Generative AI in Finance: How CFOs Envision Its Growing Role

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One survey indicated that 65% of firms are <a href="https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai" target="_blank" rel="noopener">regularly using</a> generative AI in some capacity, and this number is expected to continue to increase.</p> <p>Generative AI’s ability to reduce manual tasks — thus potentially improving <a href="https://www.mckinsey.com/featured-insights/sustainable-inclusive-growth/charts/cfos-counting-on-gen-ai" target="_blank" rel="noopener">employee productivity</a> — has been highly anticipated. However, as companies prepare their strategies for a new year, PYMNTS Intelligence research indicates that this technology is playing a growing <a href="https://www.pymnts.com/study_posts/most-cfos-see-limited-roi-from-genai-but-boost-its-investment/" target="_blank" rel="noopener">strategic role</a> in companies’ finance departments. Our findings are based on a survey of 60 chief financial officers working at United States firms that made at least $1 billion in revenues last year. They suggest that CFOs are increasingly using the technology to help foresee and mitigate the pain points and pressures of an uncertain economy. Meanwhile, as generative AI providers vie for corporate contracts, it remains to be seen whether — and how — this competition could help CFOs’ strategies pay off.</p> <ul> <li><a href="#first_title"> Generative AI’s Strategic, Financial Use Is Growing</a></li> <li><a href="#second_title"> CFOs’ Expectations for Generative AI Are Increasingly Positive</a></li> <li><a href="#third_title"> How CFOs View Shake-Ups in the Generative AI Horse Race</a></li> <li><a href="#fourth_title"> Read More</a></li> </ul> <h2 id="first_title" class="lh-sm fw-bold">Generative AI’s Strategic, Financial Use Is Growing</h2> <p>According to PYMNTS Intelligence research, CFOs in 2024 are using generative AI for strategic, higher-impact tasks as opposed to routine, lower-impact tasks. In June, the share of middle-market CFOs using the technology for medium-impact activities surpassed the share using it strictly for low-impact activities for the first time since data collection started in March. Forty-five percent of middle-market firms surveyed fell into the medium-impact group, up from 35% in March. The most common reported use of generative AI was for data visualizations and reports, with more than 6 in 10 CFOs saying their company used it in this way.</p> <div class="infogram-embed" data-id="5ce3a34a-1c8f-4872-8546-50d1310c5aa4" data-type="interactive" data-title="CFO ME 4, Fig. 1a"></div> <p><script>!function(e,n,i,s){var d="InfogramEmbeds";var o=e.getElementsByTagName(n)[0];if(window[d]&&window[d].initialized)window[d].process&&window[d].process();else if(!e.getElementById(i)){var r=e.createElement(n);r.async=1,r.id=i,r.src=s,o.parentNode.insertBefore(r,o)}}(document,"script","infogram-async","https://e.infogram.com/js/dist/embed-loader-min.js");</script></p> <div class="infogram-embed" data-id="70234c45-4085-4298-9d32-73f5ed342278" data-type="interactive" data-title="CFO ME 4 Fig. 1b"></div> <p><script>!function(e,n,i,s){var d="InfogramEmbeds";var o=e.getElementsByTagName(n)[0];if(window[d]&&window[d].initialized)window[d].process&&window[d].process();else if(!e.getElementById(i)){var r=e.createElement(n);r.async=1,r.id=i,r.src=s,o.parentNode.insertBefore(r,o)}}(document,"script","infogram-async","https://e.infogram.com/js/dist/embed-loader-min.js");</script></p> <p>In addition, CFOs reported finding generative AI useful for financial tasks. For example, 68% of CFOs in June said the technology is important for financial reporting, up from 37% in March. In addition, 58% of CFOs in June said it is important for capital management, compared to 30% in March. CFOs in June were more likely to say the technology was important for completing nearly every financial task, including working capital optimization, treasury management, cost management, and strategic planning and decision support. These differences indicate that the technology’s strategic role in finance is on the rise. The only task for which generative AI’s importance shrank during the period was corporate governance and compliance.</p> <div class="infogram-embed" data-id="34abb416-4df0-4fb1-a31b-595efff4a70e" data-type="interactive" data-title="CFO ME #4 Fig. 1c"></div> <p><script>!function(e,n,i,s){var d="InfogramEmbeds";var o=e.getElementsByTagName(n)[0];if(window[d]&&window[d].initialized)window[d].process&&window[d].process();else if(!e.getElementById(i)){var r=e.createElement(n);r.async=1,r.id=i,r.src=s,o.parentNode.insertBefore(r,o)}}(document,"script","infogram-async","https://e.infogram.com/js/dist/embed-loader-min.js");</script></p> <h2 id="second_title" class="lh-sm fw-bold">CFOs’ Expectations for Generative AI Are Increasingly Positive</h2> <p>Just as CFOs are finding greater use for generative AI in their operations, their expectations for its future impact are optimistic. More than 98% of CFOs surveyed by PYMNTS Intelligence predicted that the technology would have a positive impact on their industry over the next three years in accelerating decision-making. This was up from 77% saying the same in March.</p> <p>CFOs’ estimation of generative AI’s long-term potential for their industries jumped in every area measured. These included enhancing speed to market, improving the customer experience, helping with new product innovation, reducing operational errors and more.</p> <p>Research from McKinsey confirmed the rising use of generative AI for financial decision-making and <a href="https://www.mckinsey.com/featured-insights/sustainable-inclusive-growth/charts/cfos-counting-on-gen-ai" target="_blank" rel="noopener">CFOs’ growing enthusiasm</a> for the strategy. Seventy-one percent of finance departments investing in the technology said the tools have increased worker productivity. Fifty-four percent said the technology has improved their use of data for decision-making.</p> <div class="infogram-embed" data-id="680b9b01-869e-4675-81d9-e1f702df7e87" data-type="interactive" data-title="CFO ME 4 Fig. 2"></div> <p><script>!function(e,n,i,s){var d="InfogramEmbeds";var o=e.getElementsByTagName(n)[0];if(window[d]&&window[d].initialized)window[d].process&&window[d].process();else if(!e.getElementById(i)){var r=e.createElement(n);r.async=1,r.id=i,r.src=s,o.parentNode.insertBefore(r,o)}}(document,"script","infogram-async","https://e.infogram.com/js/dist/embed-loader-min.js");</script></p> <h2 id="third_title" class="lh-sm fw-bold">How CFOs View Shake-Ups in the Generative AI Horse Race</h2> <p>For many, OpenAI’s ChatGPT is synonymous with generative AI, but numerous firms are making inroads into the field. As competitors’ prospects rise, the question on many CFOs’ minds is how they will impact their investments.</p> <p>Three of OpenAI’s top executives, including president Greg Brockman, head of post-training John Schulman, and product head Peter Deng, all <a href="https://observer.com/2024/08/openai-employees-join-anthropic/" target="_blank" rel="noopener">stepped down</a> over the summer. Schulman subsequently accepted a leadership role at Anthropic, one of OpenAI’s emerging rivals. He joined at least four other OpenAI employees who have moved to Anthropic, including the former head of OpenAI’s Superalignment team, Jan Leike.</p> <p>These staffing shifts are part of a greater trend of OpenAI losing market share to its rivals. PYMNTS Intelligence found that 20% of CFOs still perceive the company as the generative AI leader, a decline from the 27% of CFOs who thought the same earlier this year. Meanwhile, Microsoft, Google and Meta all shifted upward in CFOs’ perceptions of companies dominating the generative AI scene. Microsoft takes second place after OpenAI, with 18% of CFOs viewing it as the market leader.</p> <p>As the landscape shifts, CFOs could have more options to apply generative AI across different modalities and use cases, potentially making investment more profitable.</p> <div class="infogram-embed" data-id="14679974-7f60-4dd7-8149-ca030f22e99d" data-type="interactive" data-title="CFO ME 4 Fig. 3"></div> <p><script>!function(e,n,i,s){var d="InfogramEmbeds";var o=e.getElementsByTagName(n)[0];if(window[d]&&window[d].initialized)window[d].process&&window[d].process();else if(!e.getElementById(i)){var r=e.createElement(n);r.async=1,r.id=i,r.src=s,o.parentNode.insertBefore(r,o)}}(document,"script","infogram-async","https://e.infogram.com/js/dist/embed-loader-min.js");</script></p> <h2 id="fourth_title" class="lh-sm fw-bold">Read More</h2> <p>The <b><strong>MonitorEdge Report Series</strong></b> from <b><strong>PYMNTS Intelligence</strong></b> contains a multitude of further insights into executives’ views on generative AI applications in the corporate world. Keep reading about this dynamic industry <a href="https://www.pymnts.com/monitor-edge/" target="_blank" rel="noopener">here</a>.</p> <div id='paywallContentOverlay' style='background-color: white; opacity: .93; position: absolute; top: 0; left: 0; width: 100%; height: 100%'></div></div> <div class="clearfix"></div> </div> </div> </div> </div>   <div class="col-12 order-2 order-lg-3"> <div class="row"> <div class="col-12"> <div class="vstack flex-wrap flex-md-nowrap gap-5 align-items-start justify-content-start"> <div> <h3 class="text-start fw-bold">About</h3> <p class=" text-secondary mb-3" style="font-size:.8rem;"> </p> <img src="https://www.pymnts.com/wp-content/uploads/svgs/PYMNTS_Intelligence_Black_09.svg" alt="PYMNTS INTELLIGENCE" style="max-width:100px;max-height:50px;" /><br> <p class="text-secondary mb-3" style="font-size:.8rem;"> <a href="https://www.pymnts.com/pymnts-intelligence/" target="_blank" rel="noopener">PYMNTS Intelligence</a> is a leading global data and analytics platform that uses proprietary data and methods to provide actionable insights on what’s now and what’s next in payments, commerce and the digital economy. Its team of data scientists include leading economists, econometricians, survey experts, financial analysts and marketing scientists with deep experience in the application of data to the issues that define the future of the digital transformation of the global economy. This multilingual team has conducted original data collection and analysis in more than three dozen global markets for some of the world’s leading publicly traded and privately held firms. <br> <br> The PYMNTS Intelligence team that produced this report: <br> Managing Director: Aitor Ortiz <br> SVP, Data Products: Yvonni Markaki, PhD <br> Senior Writer: Andrew Rathkopf <br> Senior Content Editor: Alexandra Redmond </p> <hr class="text-highlight border-3 m-5" /> <p class="text-secondary mb-3 text-center" style="font-size:.8rem;"> We are interested in your feedback on this report. If you have questions or comments, or if you would like to subscribe to this report, please email us at feedback@pymnts.com. </p> </div> <div id="trackerDisclaimer"> <h3 class="text-start fw-bold">Disclaimer</h3> <div class="text-secondary" style="font-size:.8rem;"> The MonitorEdge Report Series may be updated periodically. While reasonable efforts are made to keep the content accurate and up to date, PYMNTS MAKES NO REPRESENTATIONS OR WARRANTIES OF ANY KIND, EXPRESS OR IMPLIED, REGARDING THE CORRECTNESS, ACCURACY, COMPLETENESS, ADEQUACY, OR RELIABILITY OF OR THE USE OF OR RESULTS THAT MAY BE GENERATED FROM THE USE OF THE INFORMATION OR THAT THE CONTENT WILL SATISFY YOUR REQUIREMENTS OR EXPECTATIONS. THE CONTENT IS PROVIDED “AS IS” AND ON AN “AS AVAILABLE” BASIS. YOU EXPRESSLY AGREE THAT YOUR USE OF THE CONTENT IS AT YOUR SOLE RISK. 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