AI For Business: Unlocking Value Through Human-Centred Design

In the heart of Luxembourg’s innovation ecosystem, the PwC Experience Center is redefining how AI is explored, not as a distant concept, but as a practical resource for improving business processes. This vision has led to the creation of the GenAI Business Center, a collaborative sandbox developed with Microsoft. Here, generative AI becomes a catalyst for experimentation, insight, and possible solutions. Together with clients, future scenarios are co-designed: opportunities are identified and ideas tested.

Case study: optimising a…