KPMG GBS Trends 4.0

AI is Now the Primary Transformation Driver

The most significant change in the GBS landscape is the shift from automation to intelligence. Organizations are redesigning their operating models around AI, moving beyond productivity gains toward predictive insights, decision support, and enterprise-wide intelligence.

71% of global CEOs identify AI as a top investment priority.

Talent Has Replaced Labor Arbitrage

Competitive advantage is no longer defined by labor cost alone.

Organizations increasingly prioritize access to skilled talent, business partnership capabilities, and expertise in analytics, AI, automation, and digital transformation.

Across CEE, salary growth is expected to average approximately 8% annually, while unemployment in key markets remains close to 3%, intensifying competition for specialized talent.

GBS Is Becoming a Strategic Business Partner

Modern GBS organizations are no longer measured solely on efficiency.

They are expected to:

• Drive transformation
• Improve decision-making
• Orchestrate enterprise capabilities
• Deliver measurable business outcomes

Today, 62% of service migrations are driven by the transfer of higher-value and more complex work, highlighting the shift toward knowledge-intensive operations.

From Reporting to Performance Enablement

Organizations increasingly expect data and analytics to support action, not simply generate reports.

While:

• 49% report productivity improvements from AI
• 45% report increased throughput

many organizations still struggle to convert insights into business decisions, making performance enablement a critical priority.

Governance and ESG Continue to Gain Strategic Importance

Despite regulatory simplification in some markets, organizations are not stepping back from ESG.

74% of organizations intend to maintain CSRD-aligned reporting, signaling a long-term commitment to sustainability, transparency, and responsible growth. 

Governance is increasingly viewed as a business enabler that supports trust, resilience, operational control, and enterprise performance.

The Next Evolution: From GBS to GenBS

The report introduces the concept of Generative Business Services (GenBS), an AI-native operating model where business services evolve into enterprise-wide value engines.

Built on:

• Generative AI
• Intelligent agents
• Real-time data flows
• Predictive analytics
• Modular architectures

GenBS enables organizations to move beyond process execution toward continuous learning, innovation, and enterprise intelligence.