Industry – Products

Artificial intelligence in aerospace and defense

Authors: Tim White, John H. Schmit
Research lead: Edward Blomquist, Jeff Wheless
Published: June 2025

The Aerospace and Defense (A&D) industry is facing significant capacity challenges hindering its ability to meet soaring demand. Commercial aerospace alone has a global backlog of 17,000 aircraft. Additional challenges like supply chain bottlenecks and technical debt are leading executives to seek alternative technology solutions to improve process efficiency. Talent challenges and rising turnover rates pose further complications. This paper, written in collaboration with the Aerospace Industries Association (AIA) explains how A&D companies can address these challenges and realize increased manufacturing capacity by leveraging a step change increase in AI and automation by building a strong digital foundation, embedding AI into operational processes at scale and establishing an AI-ready workforce.

Read full report

Artificial intelligence in aerospace and defense

The Aerospace and Defense (A&D) industry is facing significant capacity challenges hindering its ability to meet soaring demand. Commercial aerospace...

more

Read Report

C-Suite Playbook: From Software-Defined Vehicles to Strategic Differentiation

Authors: Christof Horn, Juergen Reers
Research lead: Belen Rubio
Published: March 2026

Cars are becoming computers on wheels, and that shifts the industry’s battleground from horsepower to software. Yet for many carmakers, the prize remains elusive: unclear returns, fragmented architectures and hardware-led habits still slow progress. This playbook, a collaborative effort by the World Economic Forum and Accenture, argues that leaders must simplify the stack, industrialize software development and reorganize around cross-functional ownership if they want software-defined vehicles to pay off. The gains could be material: open-source foundations could cut lifecycle operating costs by 25%, virtual validation can reduce hardware costs by up to 30% and cross-functional teams can speed time-to-market by 20%.

Read full report

C-Suite Playbook: From Software-Defined Vehicles to Strategic Differentiation

Cars are becoming computers on wheels, and that shifts the industry’s battleground from horsepower...

more

Read Report

Defense disrupted: New players, new pressures, new possibilities
International defense insight report

Authors: John Schmidt, Patrice Barbier
Research lead: Jeff Wheless
Published: June 2025

The defense industry is at an inflection point. As geopolitical tensions mount and procurement priorities shift, established players and new entrants alike face mounting pressure to adapt. Accenture’s second annual International Defense Insight Report reveals that 89% of executives surveyed in North America and 87% in Europe see significant changes in military requirements—driven by AI, autonomous systems and rising demand for sovereign defense capabilities. Both incumbents and startups struggle to scale, stymied by legacy inertia or regulatory hurdles. Strategic partnerships—cited by 49% as essential—offer a path forward. The report charts a course for resilience through collaboration.

Read full report

Defense disrupted: New players, new pressures, new possibilities

The defense industry is at an inflection point. As geopolitical tensions mount and procurement priorities shift, established...

more

Read Report

Navigating uncertain skies
Commercial aerospace insight report

Authors: John Schmidt, Patrice Barbier
Research lead: Abhishek Kumar
Published: April 2025

Despite macroeconomic volatility and fresh geopolitical risks, commercial aerospace is on track for recovery, supported by long-term backlogs and rising aftermarket demand. Global commercial aerospace revenues are projected to grow 12% in 2025, with aircraft deliveries set to climb 23%—the strongest increase since 2021. Still, labor shortages, quality issues and ongoing supply chain strain pose real risks. Encouragingly, 85% of executives now trust their supply chains to deliver on time, up from 77% six months ago. The report urges companies to strengthen supplier relationships, scale AI-driven efficiencies and invest in digital capabilities for sustained operational and financial gains.

Read full report

Navigating uncertain skies

Despite macroeconomic volatility and fresh geopolitical risks, commercial aerospace is on track for recovery, supported by long-term backlogs and rising aftermarket...

more

Read Report

The $86 billion wake-up call for beauty brands
How changing consumer preferences impact the true cost of innovation

Authors: Nick Benson
Research lead: Gayathri Thampi
Published: March 2025

The beauty industry is under pressure. While consumer preferences shift rapidly, most brands remain trapped in legacy operating models, with 59% taking over a year to react to market changes. The result? A potential $86 billion in unrealized revenue. Co-published by Atelier and Accenture, this report introduces a strategic alternative: composable manufacturing. By leveraging AI, digital twins and modular networks, companies can cut product development cycles from 18 months to three. Early adopters are already seeing 2x margin uplifts and double-digit growth. Agility, not scale, is now the differentiator—and those who fail to reinvent risk being left behind.

Read full report

The $86 billion wake-up call for beauty brands

The beauty industry is under pressure. While consumer preferences shift rapidly, most brands remain trapped in legacy operating models, with 59% taking...

more

Read Report

Space for growth
Why every company has a stake in the new space economy

Authors: John Schmidt, Paul Thomas
Research lead: Jeff Wheless
Published: March 2025

As Earth-bound industries grapple with volatility and complexity, a new frontier is opening up for them. This report reveals that over 80% of executives view space-based technologies as vital to revenue growth—yet only 18% have integrated them at scale. From real-time satellite imaging to autonomous supply chains, space is already transforming sectors from agriculture to energy. But barriers like cost, talent gaps and fragmented ecosystems persist. To close the intent-to-action gap, companies must define a space strategy, build digital skills and activate partnerships. The message is clear: In the new space economy, every business has a stake.

Read full report

Space for growth

As Earth-bound industries grapple with volatility and complexity, a new frontier is opening up for them. This report reveals that over 80% of executives view space-based technologies...

more

Read Report

Rethinking the course to manufacturing’s future

Authors: Patrick Vollmer, Enno Danke, Stefan Hattula, Matthias Wahrendorff, Jeff Wheless
Research lead: Jeff Wheless
Published: March 2025

The future of manufacturing has started to take shape. Accenture’s global survey of 552 factory managers reveals that 53% expect autonomous operations by 2040, yet only 38% are currently building toward hyper-automated factories. The report outlines how today’s focus on incremental automation and digital maturity is misaligned with tomorrow’s competitive edge. A looming workforce gap of 3.8 million jobs in the US alone underscores the urgency of reskilling and AI integration. To close the gap, manufacturers must act across four enablers— workforce, automation, AI and digitalization—and shift from static systems to orchestrated, self-optimizing ecosystems.

Read full report

Rethinking the course to manufacturing’s future

The future of manufacturing has started to take shape. Accenture’s global survey of 552 factory managers reveals that 53% expect autonomous operations...

more

Read Report

In the retail-led future of airlines, the sky’s the limit

Authors: Mike Tansey, Carsten Weisse, Tuba Guclu, Sankar Subramaniam
Research leads: Neha Sansanwal, Utsav Mahajan
Published: February 2025

Airlines stand to gain billions in untapped revenue from modernized offer, order, settle and deliver (OOSD) systems. Despite the potential, the complexities involved in transitioning from legacy systems to modern retailing platforms are slowing progress. To capture the full value at stake, airlines must adopt a holistic approach for success through a new, agile and data-driven operating model.

Read full report

In the retail-led future of airlines, the sky’s the limit

Airlines stand to gain billions in untapped revenue from modernized offer, order, settle and deliver (OOSD) systems. Despite the potential, the complexities...

more

Read Report

2025 state of the industry report

Authors: Liselotte de Maar, Fannelie Gerard, Samarjit Pattanaik
Research lead: Sankar Subramaniam
Published: January 2025

The US hotel industry is entering a phase of cautious growth as travel demand stabilizes and operational costs rise, challenging traditional revenue models. While 2025 occupancy rates are projected at 63.38%, still shy of pre-pandemic highs, guest spending is expected to reach a record $777.25 billion. Workforce shortages remain a top concern, with 64.9% of hoteliers still reporting staffing issues. To drive future growth, this joint report by Accenture and the American Hotel and Lodging Association recommends expanding into new guest segments, diversifying revenue streams beyond overnight stays and embracing gen AI to rebuild trust and personalize experiences. These strategies empower brands to meet evolving traveler expectations with innovation and resilience.

Read full report

2025 state of the industry report

The US hotel industry is entering a phase of cautious growth as travel demand stabilizes and operational costs rise, challenging traditional revenue models...

more

Read Report

Luxe eternal
How luxury brands are reinventing for success

Authors: Jill Standish, Amal Benichou, Arianna Galante
Research leads: Angela Perego
Published: November 2024

Following a period of double-digit annual growth, the luxury industry’s revenue dipped in the first half of 2024. This marks an important inflection point for an industry long considered resilient, even in times of economic uncertainty. While 42% of publicly listed luxury companies reported negative growth in the first half of 2024, around 20% achieved impressive double-digit growth. The brands that are thriving aren’t just weathering the economic storm—they’re reinventing for success. Our research uncovered four key characteristics of these leaders: they are highly focused on the most important desirability levers, have reset strategies and priorities with operational excellence in mind, possess an industry-leading digital core and view people as essential enablers of success.

Read full report

Luxe eternal

Following a period of double-digit annual growth, the luxury industry’s revenue dipped in the first half of 2024. This marks an important inflection point for an industry long considered resilient...

more

Read Report

What electric drivers want: Decoding the human mindset behind EV adoption

Authors: Juergen Reers, Stefan Hattula, Alexander Huber, Michael Wagner
Research lead: Supply Chain and Industry X; Industry and Functional Consulting; Data and AI (Digital Core); Platforms; Capital Projects; Sustainability
Published: November 2024

EV adoption is slowing—growth dropped from 121% in 2021 to 35% in 2023—signaling the limits of early adopter demand. To unlock mainstream growth, automakers must understand the life-centric motivations of tomorrow’s drivers. Accenture identifies five “mindsonas”: Strategists value status and innovation, Individualists seek personalization and fun, Carers prioritize sustainability and well-being, Conservatives focus on reliability and familiarity and Frugal Buyers are driven by cost. Reaching these segments requires a shift from product-led to people-led strategies—reshaping product design, marketing and partnerships to meet everyday needs.

Read full report

What electric drivers want: Decoding the human mindset behind EV adoption

EV adoption is slowing—growth dropped from 121% in 2021 to 35% in 2023—signaling the limits of early...

more

Read Report

Elevating the buyer experience in industrial B2B
How to create a buyer experience that matters

Authors: Christian Wurmdobler, Thomas Wrana, Matthias Wahrendorff, Andreas Egetenmeyer
Research lead: Matthias Wahrendorff
Published: November 2024

The report highlights gaps in industrial buyer experience, driven by legacy systems and tight budgets, which limit the adoption of advanced technologies. Attempts to replicate successful B2C practices, such as digital self-service tools, have underperformed in B2B contexts. Of 1,600 pain points identified, 85% are behavioral, tied to interactions with people and tools and linked to reliability, convenience and transparency. The solution? Companies must build a strong digital core to evolve with buyer expectations, shifting to a buyer-centric outlook. Success lies in blending technology with empathy to deliver personalized, overperforming experiences that drive sustainable growth and reinvention.

Read full report

Elevating the buyer experience in industrial B2B

The report highlights gaps in industrial buyer experience, driven by legacy systems and tight budgets, which limit the adoption...

more

Read Report

Holiday shopping 2025

Published: November 2025

Holiday shopping in 2025 was marked by higher spending but rising stress, as consumers navigate inflation, promotion overload, and decision fatigue. While 87% of shoppers plan to spend the same or more, 76% feel overwhelmed by too many choices, driving 85% to abandon carts out of frustration. Gen AI is emerging as a critical stabilizer: 66% of consumers have used gen AI in the past three months, and heavy users report greater confidence, fewer store interactions, and better decisions. To win the season, retailers need to simplify journeys across channels, design gen AI as a trusted, human-like guide for discovery and curation, and reinvigorate stores as spaces for clarity, connection, and festive experience—empowering frontline staff with AI tools that reduce friction and restore joy to shopping.

Read full report

Holiday shopping 2025

Holiday shopping in 2025 was marked by higher spending but rising stress, as consumers navigate inflation, promotion overload, and decision fatigue. While 87% of shoppers plan to spend the same...

more

Read Report

The travel industry’s new trip
Reinventing the traveler experience with generative AI

Authors: Michael Robinson, Satish Viswanathan, Sofiane Baffoun, Aaron Yu Qi, Sankar Subramaniam
Research lead: Neha Sansanwal
Published: September 2024

Gen AI has the potential to transform the travel industry by addressing the current challenges of complex and fragmented planning processes. It can streamline and personalize the entire travel journey, offering a seamless experience through a superapp that integrates all travel services, from inspiration to booking. Gen AI can simplify decision-making, automate planning and deliver tailored recommendations, leading to greater efficiency, cost savings and enhanced customer experiences. To fully harness this potential, the industry must focus on building strong data foundations, adopting responsible AI practices and ensuring workforce readiness for successful implementation.

Read full report

The travel industry’s new trip

Gen AI has the potential to transform the travel industry by addressing the current challenges of complex and fragmented planning processes. It can streamline...

more

Read Report

Shifting gears: How European automakers can survive the EV disruption

Publisher: The European Business Review
Authors: Jeurgen Reers, Marcello Tamietti, Philipp Kupferschmidt, Stefan Hattula, Sheryl Yaping Yu
Published: October 2024

European automakers face rising pressure from Chinese and US EV competitors, particularly outside their home market. While tariffs offer temporary relief, global disruption is accelerating. In China, European OEMs hold just 4% of the EV market versus 87% for local brands. To compete, OEMs must capitalize on heritage branding, perfect manufacturing fundamentals and adopt a software-first, customer-centric mindset. Winning will require agile operations, omni-channel experiences and bold bets in new powertrains. Reinvention— not defense—is key. European OEMs must break down silos, build digital cores and form ecosystem partnerships to redefine global mobility leadership.

Read full report

Shifting gears: How European automakers can survive the EV disruption

European automakers face rising pressure from Chinese and US EV competitors, particularly outside their home market. While tariffs...

more

Read Report

Securing strategic advantage for defense companies
International defense insight report

Authors: John Schmidt, Julio Juan Prieto
Research lead: Jeffrey Wheless
Published: September 2024

Geopolitical tensions and rising defense budgets are fueling demand, with global military spending reaching $2.4 trillion in 2023. However, persistent supply chain disruptions, growing expectations for localized production and rapid technology shifts are straining legacy operations. Defense companies need to rewire for agility by adopting AI, strengthening regional partnerships and investing in digital capabilities. With 94% of executives reporting supply chain delays and 58% expecting AI to boost productivity by more than 20%, the path forward is clear. This report provides a blueprint for securing strategic advantage through digital transformation, ecosystem collaboration and resilient supplier networks.

Read full report

Securing strategic advantage for defense companies

Geopolitical tensions and rising defense budgets are fueling demand, with global military spending reaching $2.4 trillion in 2023...

more

Read Report

How India travels

Published: October 2025​

India’s domestic travel is experiencing an evolution shaped by changing traveller behaviors and preferences. The "How India Travels 2025" report highlights that Indian travellers increasingly value emotional resonance, experiences, and curated stays—79% now seek unconventional accommodations, and 34% would switch brands for personalized experiences. The accommodation itself is becoming a focal point of the journey, with digital platforms significantly influencing booking decisions. To thrive, hospitality providers should embrace generative AI for personalized engagement, invest in experiential stays rather than pricing alone, and strategically expand into Tier-II and III markets to capitalize on India's projected 10.5% annual hospitality growth.

Read full report

How India travels

India’s domestic travel is experiencing an evolution shaped by changing traveller behaviors and preferences. The "How India Travels 2025" report highlights that Indian travellers increasingly...

more

Read Report

Reinventing the journey
into hospitality

Published: August 2026

Hospitality supports more than 350 million jobs globally, yet the industry is projected to face an 8.6 million-worker shortfall by 2035. The research suggests the problem is not simply a lack of talent: Practical barriers such as transport, accommodation, safety and limited exposure to hospitality careers can exclude capable candidates. Redesigned employment pathways can help. In India, a collaborative program combining outreach, residential training, internships and placement support trained more than 3,100 young people in its first year, with 80% entering hospitality roles. Employers can widen talent pools by removing barriers, building cross- sector partnerships and supporting employees beyond hiring as technology reshapes work.

Read full report

Reinventing the journey
into hospitality

Hospitality supports more than 350 million jobs globally, yet
the industry is projected to face an 8.6 million-worker shortfall
by 2035 ...

more

Read Report

Applied creativity—and how to lead it

Published: June 2026

Most organizations generate creative ideas, but few consistently turn them into business growth. Accenture’s research finds that while 81% of executives believe their organizations are creative, only 16% regularly convert ideas into growth initiatives. The report introduces applied creativity as a disciplined capability that combines human ingenuity with AI to create meaningful products, services and experiences. It identifies three foundations for success: commitment, structure and expertise. Organizations that embed creative leadership across strategy, technology, product and operations outperform peers on revenue growth, brand equity, customer loyalty and employee engagement.

Read full report

Applied creativity—and how to lead it

81% of leaders say their organizations can generate creative ideas. Only 16% very frequently turn them into growth ...

more

Read Report

Holiday Shopping 2025

Contributors: Jill Standish, Oliver Wright, Emily Weiss, Nevine
El-Warraky
Published: November 2025

Holiday shopping in 2025 was marked by higher spending but rising stress, as consumers navigated inflation, promotion overload and decision fatigue. While 87% of shoppers planned to spend the same or more, 76% felt overwhelmed by too many choices, driving 85% to abandon carts out of frustration. Gen AI emerged as a critical stabilizer: 66% of consumers had used gen AI in the previous three months, and heavy users reported greater confidence, fewer store interactions and better decisions. To win in the holiday season, we recommend retailers simplify customer journeys, design gen AI as a trusted guide for discovery and reinvigorate stores as spaces for clarity, connection and experience, empowering frontline staff with AI tools that reduce friction and restore joy to shopping.

Read full report

Holiday Shopping 2025

Holiday shopping in 2025 was marked by higher spending but
rising stress, as consumers navigated inflation, promotion
overload and decision fatigue ...

more

Read Report

The travel industry's new trip

Published: September 2025

Travel is rebounding, but planning remains too fragmented for the people taking those trips. Accenture’s research with 8,079 travelers and 313 travel executives found that 66% of travelers are dissatisfied with today’s planning options, 61% find travel apps and websites complex and 64% believe the lack of bundled, connected trips is their biggest challenge. Gen AI offers a way to collapse that complexity into a more personalized, intuitive and integrated experience. Travel companies should use it to connect inspiration, planning, booking and in-trip support, while building the data, governance and workforce foundations needed to scale.

Read full report

The travel industry's new trip

Travel is rebounding, but planning remains too fragmented for the people taking those trips ...

more

Read Report