By PwC
The East Africa findings from PwC’s 29th Global CEO Survey, capturing insights from leaders across the region – including Mauritius and Zambia, show strong optimism about growth. However, long-term questions remain: are they doing enough to prepare for the future?
Across the region, companies are stepping into new sectors, exploring AI, and holding their ground amid geopolitical and economic uncertainty.
Looking ahead, leaders anticipate solid performance over the next three years, but highlighted the need to accelerate digital transformation to stay competitive, wondering whether they were transforming fast enough. But geopolitical uncertainty is depressing major investment appetite.
This year’s survey highlights how CEOs in East Africa are managing these disruptions and pinpoints where they should focus to drive long-term value through reinvention.
“East African leaders look to growth but closing digital and AI gaps is now critical,” says Kang’e Saiti, Regional Senior Partner, Eastern Africa; Country Senior Partner, Kenya.
1. Confidence rising, readiness uneven
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60% of East African CEOs are confident over the medium term (next three years); confidence drops to 50% in the shorter term.
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79% expect improvement in local market conditions.
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While confidence remains high, East African CEOs are acutely aware that optimism must be tempered with vigilance.
“Trade within East Africa grew to USD 4.6 billion, up 24.5%, and accounts for 12.1% of EAC trade. This momentum isn’t just a number; it’s a clear sign of a region actively redefining its economic ties. And it shows that deeper cross-border collaboration isn’t just a choice, it’s a necessity,” says Zainab Salome Msimbe, Country Senior Partner, PwC Tanzania.
2. Threat exposure: Concerns but not deal breakers
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Top threats are now internal/structural: Availability of key skills: 32% Technological disruption including AI: 27% Cyber risks: 26%
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In the next three years, 59% said they are planning to improve enterprise-wide cybersecurity to defend against cyber-attacks, as part of their response to potential geopolitical risks.
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Geopolitical uncertainty is depressing major investment appetite despite general optimism.
These risks are not just threats to be managed; they are catalysts for reinvention.
“Intra-Africa trade is no longer just about growth – it’s about reinvention. With the AfCFTA and EAC strengthening regional supply chains, leaders must rethink tax, transfer pricing and operating models to compete across borders. Tax functions must evolve from compliance caretakers to strategic value creators,” says Frobisher Mugambwa, Head of Tax and Legal Services, PwC Rwanda.
3. The Reinvention imperative: AI, innovation and transformation
Talent scarcity, technological disruption, and cyber risk all point to a singular truth: reinvention is no longer optional. Yet the pace of transformation in East Africa tells a more complex story. AI adoption in the region has been slow and cautious, trailing behind African and global counterparts.
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Only 10% use AI for strategic decision-making, although 27% report revenue boosts and 24% report cost drops from AI.
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Transformation gap: 70% say their tech is AI-ready, but only 41% have a roadmap.
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CEOs expect a reduction in junior roles as AI adoption grows; concern is rising about workforce capabilities, retention, and reskilling needs.
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41% believe their C-suite is ready for disruption.
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CEOs spend 50% of their time on short-term issues; only 15% on long-term planning.
“Talent has become one of our most critical structural threats. The acceleration of AI and emerging technologies is outpacing the region’s skill base, driving upskilling needs and making retention harder in some markets. Our challenge is clear: How quickly can we redesign our workforce strategies to stay ahead?” notes Uthman Mayanja, Country Senior Partner, PwC Uganda.
4. Strategic growth
Internal transformation through AI and innovation tells only half the story. East African CEOs are also looking outward, forging new partnerships, pursuing strategic acquisitions, and capitalising on the accelerating momentum of intra-Africa trade.
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42.9% growth in East Africa’s African trade. Kenya, Uganda, and Tanzania remain top investment destinations.
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85% of leaders reported revenue from new products/services, but innovation execution remains weak.
New entrants in the top 10 investment destinations – Nigeria, Zambia and Madagascar – have displaced traditional international markets such as the US, France and India, signalling a shift in opportunities within the continent.
“The US$7.1 trillion in global revenue shifts unfolded in 2025 isn’t about markets moving – it’s about new cross-sector domains emerging. East African CEOs will win by partnering boldly, not protecting the past. The real question they should ask themselves is: ‘What new domain can we build together?’” says Anthony Leung Shing, Deputy Regional Senior Partner and Country Senior Partner, PwC Mauritius.
“Zambia’s momentum is real. Stronger economic fundamentals, policy reforms, and renewed sector growth, especially in mining, agriculture and clean energy – are restoring investor confidence, as one of Zambia’s standout investment destinations,” adds Andrew Chibuye, Country Senior Partner, PwC Zambia.
