Set to open in April 2024, the GenAI business centre at the PWC experience centre in Luxembourg will integrate PWC’s industry expertise with Microsoft’s artificial intelligence (AI) solutions as a hub for innovation to address complex business challenges and unlock new opportunities, PWC Luxembourg in a press release on Thursday 14 March.

This initiative is part of a broader strategic partnership that utilises Microsoft Azure OpenAI Service and Copilot for Microsoft 365, aimed at enhancing organisational effectiveness with AI and generative AI (GenAI).

The announcement follows PWC’s global investment of over €1bn in AI technologies and partnerships, including with Microsoft, to scale AI applications and support a technology-driven transformation across various sectors, stated PWC.

The centre’s activities will include executive engagement, industry-specific demonstrations, collaborative workshops, hackathons and showcasing real-world applications of technology in achieving business outcomes.

Microsoft technologies to be featured at the centre include Azure OpenAI Service, Azure Cognitive Services, Azure AI Studio and Microsoft 365 Copilot, among others. The initiative, stated PWC, is designed to enhance the adoption of GenAI technologies, facilitating significant returns on investment in a secure environment, especially at a time when businesses are exploring new opportunities for growth and innovation.

, financial services leader at PWC Luxembourg, and , technology partner and digital leader at PWC Luxembourg, both highlighted the centre’s role in fostering innovation and digital transformation. Meanwhile, Marijke Schroos, general manager of Microsoft in Belgium and Luxembourg, noted the economic potential of generative AI and its capacity to enhance human creativity and productivity.

Both PWC Luxembourg and Microsoft have committed to providing resources and expertise to support the success of the GenAI business centre.