A recent EY-Parthenon international survey, covering 1,200 CEOs across 21 countries, shows that corporate leaders are no longer waiting for economic stability to return. Instead, they are shaping strategies on the assumption that change and uncertainty are a persistent feature of the business environment.
Accordingly, companies are prioritizing disciplined, profitable operations, the adoption of artificial intelligence (AI), and strategic transactions. Executives plan to balance growth ambitions with increased emphasis on risk management and strengthening operational resilience.
Geopolitics and operational risks take precedence
The survey identifies geopolitical risks as the single most influential source of uncertainty for firms: global political developments materially affect decisions on entering new markets, operations and timing of capital investments. In parallel, companies cite energy-price volatility, fragile supply chains and rising cyber threats as substantial operational pressures.
Many leaders expect sustained higher energy prices to negatively influence the operating environment over the longer term. These factors often test the resilience of existing business models.
Cost efficiency and disciplined capital allocation
Cost efficiency, preserving profitability and prudent capital allocation have become top priorities. Companies are not abandoning transformation: they continue to allocate significant resources to modernization programs, digital initiatives, workforce upskilling and supply-chain redesign.
"Business leaders today scrutinize the returns on their investments much more strictly. In an unpredictable environment, success depends on disciplined operations and efficient use of available resources," said Vékási Tamás. He added that the findings are particularly relevant for Hungary and the Central and Eastern European region, where energy dependence and export-oriented economic structures are closely linked to geopolitical and macroeconomic developments.
Artificial intelligence as a strategic pillar
AI has become a key driver of business transformation: firms increasingly expect measurable business outcomes rather than viewing AI as merely an experimental technology. Competitive advantage is shaped by how effectively organizations integrate AI to optimize operations, support decision-making and enhance customer experience.
"AI can deliver sustained competitive advantage if it is not treated as a standalone project but becomes an integral part of corporate operations. That requires a structured data estate, clear accountability and an operating model that enables scalable and controlled deployment of solutions," noted dr. Sefer Iván. He emphasized that deliberate portfolio-building and strategic partnerships are often essential to achieving business results.
Most leaders intend to increase AI-related investments, and many companies accelerate technology adoption through acquisitions or business reconfigurations. At the same time, the regulatory environment remains a limiting factor for broad deployment.
Workforce and AI: collaboration rather than replacement
While most executives believe AI will fundamentally reshape workforce strategies, few expect widespread headcount reductions. Respondents view AI primarily as a productivity tool and plan to rely on reskilling, upskilling and job redesign to strengthen collaboration between human and artificial intelligence.
Conclusions
The EY-Parthenon survey indicates that companies now build strategies around persistent uncertainty: they emphasize disciplined operations, prudent capital management and AI integration, while geopolitical, energy market and operational risks significantly influence their decisions. Firms in Hungary and the Central and Eastern European region are especially exposed to these trends due to regional specificities.
