Inaction may be the biggest AI risk

Thursday, 23 July 2026

As Australian businesses race to turn artificial intelligence (AI) into a source of reinvention and growth, inaction is emerging as a significant handbrake that prevents organisations from moving beyond experimentation to execution.

Despite the rapid pace of AI advancement, many firms remain stuck in the test and trial phase, limiting their ability to turn pilots into profits.

But according to PwC Australia Assurance partner, and the firm's 2025 AI Innovator of the Year, David Ma, the biggest bottleneck to AI-led transformation is not moving at all.

Speaking on PwC Australia's podcast series on responsible AI, Ma said the first obstacle some companies encounter is hesitation, with others treating early setbacks as evidence that AI does not work.

"It's a journey, it's new and sometimes, that can be scary. But the change is happening at a rapid pace, so the sooner you start, the better," Ma said.