TLDR: PwC has launched ‘Assurance for AI,’ a pioneering suite of services designed to provide independent assurance over artificial intelligence systems. This initiative aims to build trust in AI adoption by helping businesses ensure their AI systems are developed, deployed, and operated responsibly, transparently, and in compliance with evolving regulations.
PwC announced on June 3, 2025, the introduction of its ‘Assurance for AI’ services, a first-to-market solution aimed at providing independent assurance for artificial intelligence systems. This new offering is designed to instill confidence in businesses as they increasingly integrate AI into their operations, ensuring these systems are designed, deployed, and operated responsibly, transparently, and in alignment with regulatory expectations. Deanna Byrne, PwC US Assurance Leader, emphasized the growing need for trust in AI, stating, ‘As organizations increasingly adopt AI to drive innovation, transform operations and unlock new sources of value, it is becoming integral to decision-making across industries, and the need for trust has never been greater.’ She added that stakeholders, including boards, regulators, customers, and the public, demand confidence that AI is effective, fair, accountable, and trustworthy, a need that ‘Assurance for AI’ aims to fulfill.
The services are delivered by multidisciplinary teams combining deep technical knowledge of AI and machine learning with expertise in risk management, internal controls, audit, and attest services. These teams will help organizations gain an independent perspective on the integrity, robustness, and fairness of their AI systems. Key aspects of the service include assessing governance frameworks and control environments, evaluating data sourcing and management practices to mitigate risks like bias and drift, and reviewing the design and effectiveness of internal monitoring and testing procedures. Furthermore, PwC will provide insights to support outcome explainability and interpretability, and offer comparisons of company procedures against leading practices and emerging standards. Jenn Kosar, PwC US’s AI assurance leader, highlighted the firm’s leadership in this domain, stating, ‘As the first major professional services firm to bring the next evolution of AI assurance services to market — helping to advance the way organizations respond to the demand for transparency and trust in the AI systems they build — we are proud to continue to be profession-leading in a domain that will define the next era of business transformation.’
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The launch comes amidst a landscape where AI adoption is accelerating rapidly. PwC’s research indicates that trusted AI could boost economic output in the Asia-Pacific region by 14.7% over the next decade. With 84% of knowledge workers reportedly using AI daily, businesses face intense pressure to adopt this technology while maintaining compliance. Sue Horlin, PwC Australia’s assurance leader, noted, ‘With AI adoption accelerating, boards, regulators, customers and the public are rightly concerned about oversight and accountability. Assurance for AI provides an essential layer of confidence, affirming that systems are robust and aligned with industry and regulatory standards.’ This new offering complements PwC’s existing advisory services on managing AI risks, controls, and governance, providing formal independent assurance in accordance with professional standards from bodies like the International Auditing and Assurance Standards Board (IAASB). Marc Bena, Audit Chief Technology Officer, PwC UK, commented, ‘To get the most from AI, organisations need to trust the solutions, the data behind them, and the decisions they drive.’
