More than 80% of companies expect to invest in generative artificial intelligence to improve cash flow, even as budgets tighten, according to a new report by Sidetrade and PwC France and Maghreb. The “Cash Maturity 2024” study, released Tuesday, suggests a surge in interest as many businesses press ahead with finance transformation initiatives amid rising interest rates and restricted credit conditions.
“Through technology — AI and process automation primarily — companies are now embracing a more systematic and ambitious transformation of their Order-to-Cash processes, moving beyond the aspirations of 2023,” said Arthur Wastyn, partner at PwC France and Maghreb. “Yet, the success and sustainability of this transformation depend not only on technological foundations but, above all, on identifying bold, visionary leaders able to deliver complex projects in a volatile environment.”
The research, based on a sample of 180 companies across multiple industries, found that even though budget increases are down 30% from last year, 87% of respondents are engaged in projects for 2024, compared to 59% in 2023. Nearly all those initiatives, at 98%, include efforts to optimize Order-to-Cash processes, and there is a 79% rise in the priority assigned to projects targeting cash flow acceleration and EBITDA growth.
Accompanying these technological shifts is a notable focus on talent development within finance teams. Instead of outsourcing, 50% of respondents report prioritizing in-house upskilling this year, compared to 27% last year. The study suggests that building internal capabilities in technical, analytical, and leadership skills is increasingly important.
“In today’s climate, budget limitations aren’t slowing down investment in generative AI — in fact most business leaders see it as essential to drive Order-to-Cash transformation,” said Jean-Claude Charpenet, a Sidetrade partner. “For today’s CFOs, smart technology isn’t just about productivity; it’s a strategic move to stabilize cash flow and protect EBITDA. Finance transformation is now a must, fueling growth and resilience in a market that demands agility. The real challenge is no longer ‘if’ but deciding ‘how fast’ and ‘where to focus’.”
The study authors note that while many companies have begun the journey toward more advanced finance operations, a significant share of Order-to-Cash tasks—over 55%—are still done manually. Three-quarters of respondents plan automation upgrades in the next 18 months in an effort to enhance productivity and strengthen overall financial performance.