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In this episode of Liquid: How CFOs Outperform, host Tom Gavaghan speaks with Colin Wittmer, CFO of PwC, about what is actually working for AI in finance at scale and how it is reshaping CFO AI strategy and finance transformation. Colin explains PwC’s approach to scaling AI, including broad access to tools, a layer of AI super-users, and an “AI factory” to industrialize proven use cases. He also shares why AI is a powerful first-draft machine, and why the real advantage comes from human skills in finance like judgment, persuasion, and leadership. Key topics: 🎙️ Scaling AI in a 75,000-person organization 🎙️ Avoiding “AI noise” with role-based learning pathways 🎙️ What great finance teams do differently beyond reporting results 🎙️ Career advice for aspiring CFOs 01:07 Colin Wittmer's Career Journey 02:27 Insights on M&A and Finance Leadership 07:34 The Role of AI in Modern Finance 08:49 AI Implementation at PwC 12:58 Balancing Human Skills and Technology 14:44 Continuous Learning and Adaptation 25:43 Advice for Aspiring CFOs 26:50 Balancing Client and Firm Management 27:54 The Importance of Leadership 28:26 Evaluating Career Decisions 29:54 Market Trends in M&A 31:52 Red Flags in Finance Functions 34:58 Future of the CFO Role 41:30 Personal Insights and Hobbies 44:41 Recommended Reads and Conclusion