PwC will sponsor Formula 1 motor racing as part of a broader global rebrand as it tries to recover from a series of international scandals by positioning itself as a technology-forward firm focused on artificial intelligence.
The firm has put technology “at the centre of” the rebrand, Antonia Wade, PwC’s global chief marketing officer, said in a statement. PwC released research Tuesday saying that AI could boost the global economy by 15 percentage points over the next decade.
It said that it had trained around 300,000 staff globally in AI, with partnerships with companies including Google Cloud and Microsoft ...