Building trust in a time of rapid technological change

Interview with Yan Borboën
Partner, Leader Digital Assurance & Trust, PwC Switzerland

Article overview

Yan, let’s start with the big picture: Why is Digital Assurance so important to business today?   

We’re living through one of the most transformative periods in history – arguably the biggest wave of disruption since the Industrial Revolution. Digital transformation is important for society, companies, and customers, but it also brings disruption which causes vast uncertainty. Technological forces such as AI, quantum computing, and cloud solutions are reshaping entire industries, while geopolitical uncertainties add another layer of complexity. In this environment, our clients are not just looking for technology solutions. They want confidence that these solutions are safe, compliant, and truly fit for purpose. In other words, they want trust. That’s where digital assurance comes in: by helping organisations manage risk effectively, we enable them to focus on the opportunities that technology can bring. 

You’ve mentioned “disruption” several times. Could you elaborate on the main disruptions you’re seeing?

Disruption today spans a broad spectrum, and AI and generative AI (GenAI) are evolving rapidly. Look at what happened after the announcement of DeepSeek’s new AI model: NVIDIA lost hundreds of billions in market value in a matter of hours. GenAI is also changing the way businesses operate, make decisions, and engage with customers. Quantum computing has the potential to revolutionise – or break – encryption and security, presenting both an opportunity and a threat. The blockchain and crypto moneys are challenging traditional finance models. And social media and ubiquitous connectivity are reshaping consumer behaviour and expectations. All these disruptions mean that CEOs and boards need to rethink strategy, business models, and risk management – and these changes are happening at a breathtaking pace.

How does PwC help clients navigate these challenges?

We help organisations open doors and find the right balance: managing the inherent risks while unlocking the enormous potential of new technologies. Think of it as creating a “safety net” – with processes, governance, and controls that mitigate risk and allow the opportunities to emerge. The landscape has changed: in the past, technology played a supporting role in business, but today, innovations such as AI can drive business models forward.

Can you give a real example of how you’re supporting clients?

Consider a client experimenting with AI. We help define governance frameworks to ensure data quality, privacy, explainability, and compliance, enabling companies to realise the potential of AI while mitigating risks. For every AI project, we assess data, address biases, and evaluate security, giving an independent perspective to provide trust in AI. Another example is a company upgrading its finance function with new ERP software, such as SAP. We ensure that the systems and controls support accurate financial reporting, ensure data integrity, reduce fraud, and meet regulatory standards. Although these measures are mandatory only in certain regulated industries, they are increasingly seen as a strategic imperative across all sectors. 

How is PwC preparing to meet these new demands? 

We need to transform, too. The increasing complexity of technology requires greater specialisation and continuous upskilling. A traditional degree in information systems is no longer sufficient to address advanced fields such as AI, blockchain, and quantum technologies. To keep up with the rapid pace of technological change, our teams are constantly training to develop deeper expertise in these areas. Our main challenge is the limitless range of topics and training required. However, our focus on turning technological complexity into business opportunities remains key to helping our clients succeed.

Speaking of opportunities, how do you see technology serving a broader societal purpose? 

Our ultimate goal is to ensure that technology truly serves people and society. For example, AI systems require vast amounts of computing power, resulting in high energy consumption and potentially high carbon emissions. However, AI can also help identify ways to reduce carbon emissions or create more accurate climate models. A key part of our role is to guide our clients to use technology in ways that are ethical and create value for all stakeholders. Trust is built by understanding where technology can go wrong and putting controls in place, while recognising the new value it can create. 

Where can technology go wrong?

When we put the right governance and controls in place, we also see things that should not be realised. Pointing out risks fosters trust in technologies that benefit clients and society. Assurance enables, rather than hinders, technology to serve the business. 

Do you see any particular issues around Digital Assurance in Switzerland?

Perhaps in the sense that as a country that values privacy and trust and is home to highly data-sensitive sectors such as financial services, biotech, and pharmaceuticals, it is particularly important to develop an innovative strategy to counter risks such as quantum computing – and to have the highest possible cybersecurity in general. As PwC’s Global CEO Survey 2025 shows: Swiss CEOs see cyber threats as their top concern. The rapid adoption of GenAI over the past year has led to improvements in efficiency, profitability and revenue, but there are hesitations and trust issues around fully integrating AI into key business processes.

Finally, on a personal level: What is most important to you in your work?

For me, the most important thing is to have skilled, curious professionals who stay on top of emerging technologies to deliver real value to clients. Curiosity drives the discovery of new opportunities, while continuous learning remains a personal priority and a key challenge to effectively meet client needs. From a broader societal perspective, our role is to help companies navigate the challenges and opportunities of new technologies in a world shaped by digital disruption.