Will AI usage expand to tasks involving complex decision-making within the next 3 years!? "Fujitsu SX Survey Report 2024 - Latest Trends in Global CxO AI and Sustainability Initiatives" Released!

Hello! This is the Fujitsu Public Relations Note Editorial Department.
Today, with the rapid evolution of digital technologies such as AI, business and society are changing significantly. Addressing sustainability, including geopolitical tensions and climate change, remains a critical management issue.
In the “Fujitsu SX Survey Report 2024 (hereinafter referred to as this report)” recently published by Fujitsu, we surveyed 800 executives (hereinafter referred to as CxOs) focusing on the status and challenges of AI utilization for Sustainability Transformation (hereinafter referred to as SX) within companies, and how they are attempting to respond to the evolution of AI. Based on these survey results, we have compiled actions that CxOs should take now to lead SX to success by utilizing digital technologies centered on AI as recommendations.
This time, we interviewed Wang from Fujitsu's Technology Strategy Unit, who was involved in the production of this report, to talk about the purpose of its publication and behind-the-scenes stories.

First, please tell us the purpose of publishing this report.

Since 2022, we at Fujitsu have been continuously conducting surveys on the actual status of SX initiatives targeting global CxOs. In April, we published a report on “Value Creation for Business and Sustainability through SX.” In the meantime, Generative AI has evolved further and has begun to significantly impact business and sustainability. For example, while utilizing AI improves productivity, it may lead to job losses; and while new businesses are being created, they require massive amounts of electricity. Thus, the evolution of AI is becoming deeply linked not only to business but also to environmental and social sustainability.
Therefore, we conducted an additional survey focused on AI and SX. The background to conducting this survey also includes the fact that Fujitsu has begun to “Fujitsu Kozuchi” strengthen its efforts in the AI business, centered on our AI service. Through this survey, we hope to contribute to the realization of a sustainable society by providing our customers and partners with our insights into the current status and trends of AI and SX.

In this report, companies that formulate visions and strategies for sustainability, enhance their organizational capabilities, and are actively engaged in utilizing technologies centered on AI are defined as pioneer companies. What did you learn from analyzing these pioneer companies?

There were three major differences between pioneer companies and other companies. The first is that they are more actively engaged in sustainability as part of their business. At the same time, they were also ahead in utilizing digital technologies centered on AI. Furthermore, while addressing sustainability issues, they are generating higher sales and profits than other companies. This means that
pioneer companies have incorporated sustainability into their business (Sustainability as a business), and have succeeded in providing higher value to multi-stakeholders. Isn't it important to refer to the initiatives of these pioneer companies and engage in SX by utilizing technologies centered on AI?

Then, please introduce some examples of advanced initiatives by pioneer companies and the companies you interviewed.

I think the initiatives of A.P. Moller-Maersk, which is based in Denmark and provides transportation services, are a good reference. The transportation industry has a long history, is heavily regulated, and requires business to be promoted across borders with various partners. In this context, Maersk is promoting DX by introducing AI and robotics, and is promoting the decarbonization of the entire global supply chain while collaborating with various partners. Another example is Veolia. Based in France, Veolia supports decarbonization through services such as waste treatment for its customers.
Reducing the environmental impact caused by waste treatment is extremely difficult. However, Veolia is actively investing in and working toward the reduction of greenhouse gases and the achievement of net zero. This report also contains interviews with CxOs from various other industries, so please take a look.

Did you feel any differences between pioneer companies and Fujitsu in their sustainability and AI initiatives?

I personally use the generative AI provided within the company for tasks such as creating meeting minutes in multiple languages and drafting documents. I practice flexible working styles, such as using the hub office to focus on my work or shifting my working hours to attend my children's school events. I am from Taiwan, and while talking with my best friend there about the situation of Taiwanese companies, I realized how well the use of generative AI and Work Life Shift initiatives at Fujitsu have been accepted and permeated among employees, and I felt that Fujitsu is on par with leading companies in its sustainability and AI initiatives.

Finally, could you tell us if there are any behind-the-scenes stories that couldn't be included in this report?

This report does not introduce differences by region or industry, but there were differences in views on AI between CxOs in the West and Japan. Regarding the challenge faced when introducing AI—the reliability of AI output—while more than 40% of Western CxOs answered that it is reliable, less than 30% of Japanese CxOs answered that it is reliable.

Also, while more than half of Western CxOs answered that AI is a top 3 priority, 26% of Japanese CxOs answered that it is a top 3 priority. Furthermore, regarding investment in AI compared to last year, in the West, 17% of companies answered that they would increase investment in AI by 10% or more, but the number of Japanese companies planning double-digit investment remains at 3%.

These results suggest that concerns about AI reliability and a lack of commitment from CxOs may be leading to a delay in AI investment in Japan. Fujitsu is focusing on AI Trust, and I believe we can contribute to strengthening AI initiatives in Japan.

The "Fujitsu SX Survey Report 2024" can be downloaded for free from the following site. Please take a look.

Japanese site

Global site

Survey Overview

1. Implementation period: January 2024

2. Countries surveyed: 15 countries (UK, Australia, Canada, South Korea, Singapore, Spain, Thailand, China, Germany, New Zealand, Japan, Philippines, Finland, France, USA)

3. Survey respondents: CxOs belonging to companies with 500 or more employees and annual revenue of 100 million USD or more in the previous fiscal year (only one person per company answered)

4. Survey method: Online anonymous questionnaire (800 people) and interviews (12 people)

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