InterviewSamil PwC turns to AI to evolve from accounting to business partner

Yoon Hoon-soo, CEO of Samil PwC, speaks during an interview with The Korea Times at the company headquarters in Seoul, Sept. 24. Korea Times photo by Shim Hyun-chul

Samil PwC is seeking to move beyond traditional accounting, tax and financial advisory services to become a comprehensive business partner that designs and executes the future of industries and clients alike.

To that end, Yoon Hoon-soo, CEO of Korea’s largest accounting firm by revenue, said in a recent interview with The Korea Times that his company has placed the advancement of digital and artificial intelligence (AI)-driven services at the top of its strategic priorities.

“AI and digital technologies are transforming the very nature of accounting firms, and we expect these innovations to become our key growth engine,” said Yoon, who concurrently serves as the territory senior partner of PwC Korea. “We are strengthening AI-based automation and analytical capabilities across audit, tax and financial advisory practices, while developing our own technology solutions under our dedicated AI unit, AX Node.”

Samil PwC launched AX Node in July and is making substantial investments in its digital capabilities.

The unit serves as a specialized team supporting companies throughout the entire process of digital and AI transformation, including strategy development, master plan design and the creation and implementation of core solutions.

Samil PwC's dedicated booth showcasing the firm's artificial intelligence-based digital solutions during the 2025 AI Expo Korea held at Coex in Seoul from May 14 to 16 / Courtesy of Samil PwC

The unit brings together around 90 members including AI specialists and certified public accountants who combine digital expertise with deep knowledge of accounting and tax. This enables rapid identification of market needs and efficient management of planning, development and marketing. Samil PwC plans to invest around 20 billion won ($14 million) in the unit over the next three years.

“We have been able to develop our own AI-based digital solutions as a result of our ongoing efforts to enhance employees’ digital capabilities,” Yoon said. “Currently, we are the only accounting firm in Korea providing these solutions to some 700 companies, and our technological expertise has been recognized internationally within the PwC network.”

He added, “I anticipate that within the next five years, digital and AI services will account for a significant portion of Samil PwC’s revenue.”

Yoon stressed that AI adoption has become a necessity rather than an option, noting that professionals who fail to integrate AI into their work will inevitably fall behind. To differentiate themselves, the value delivered through audits and advisory services must fundamentally change.

“Accountants who do not evolve with these changes will find it difficult to survive. Conversely, those who adapt are likely to make an even greater impact than before,” Yoon said.

The CEO highlighted that AI streamlines repetitive accounting tasks, enabling professionals to dedicate more time to high-value work, which not only improves client satisfaction but also fosters new business opportunities.

Core accounting responsibilities such as audits, tax advisory, due diligence and valuations can be split into routine data-handling tasks and value-driven activities that deliver insights to clients. AI allows the firm to automate routine processes, freeing up resources for more strategic, high-impact work, he explained.

He also pointed out that AI facilitates new forms of analysis that were previously impossible, enhancing the speed and accuracy of advisory and managed services provided to clients.

Leveraging its technological expertise, Samil PwC is set to roll out AI-driven solutions tailored specifically for accounting and tax services.

Among the upcoming tools is Accounting Insights, a chatbot that provides guidance on accounting standards. Users can pose questions or describe scenarios, and the system delivers reasoned responses and supporting evidence drawn from a comprehensive accounting database.

Yoon underscored that ethics continue to be fundamental for accounting firms in the AI era.

“Integrity is at the heart of PwC’s values. Even with AI, our guiding principle remains to act transparently and uphold what is right,” he said.

He also emphasized that safeguarding client information is a top priority. “We invest heavily, both in time and resources, into information security.”

Regarding education, Yoon said that Samil PwC employs a dual approach to developing “professionals who work alongside AI.”

The first is to systematically enhance AI literacy and prompt engineering skills, equipping staff from junior accountants to managers with the ability to leverage technology effectively. The second focuses on human-centric skills such as collaboration, critical thinking and empathy, cultivated through mentorship by senior leaders.

“Our goal is to train professionals who not only understand technology but also use it responsibly to build trust. This embodies both our ethical standards and the core focus of our education strategy in the AI era,” Yoon said.

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Samil PwC’s second strategic initiative in its journey to become a comprehensive business partner delivering integrated services is the enhancement of industry specialization.

Yoon noted that the firm is focusing on priority sectors, including defense, energy, biotech, semiconductors and K-beauty, to strengthen sector-specific expertise and stimulate demand. By offering tailored insights and services for each industry, the firm seeks to support clients in making informed strategic decisions.

He also highlighted the firm’s effective collaboration with PwC Global, which provides deep insights into global megatrends.

“Leveraging this knowledge, we aim to be a partner that delivers strategies and solutions enabling clients to navigate rapidly changing global macroeconomic conditions,” Yoon said.

Regarding organizational culture, Yoon said that Samil PwC values diversity, inclusion, autonomy, creativity and a flat organizational structure to build a sustainable growth foundation.

Yoon joined Samil PwC in 1987 and has spent more than 30 years specializing in auditing, earning a reputation as an audit expert. He has also held key positions including head of the global services division.

He became the firm’s CEO in July 2020 and was reappointed in 2023, with his term extending until June 2027.

Under his leadership, Samil PwC is sustaining steady growth in traditional areas such as audit, tax advisory and financial advisory services, while broadening its portfolio through digital, ESG (environmental, social, and governance) and AI capabilities.

According to the company’s business report disclosure on Tuesday, Samil PwC, together with PwC Consulting, posted revenue of 1.56 trillion won and operating profit of 26 billion won from July 2024 to June 2025. Revenue rose 10 percent from a year earlier.

Samil PwC generated 1.1 trillion won in revenue. By segment, it reported 386 billion won from its audit business, 275.9 billion won from tax advisory and 447.5 billion won from management consulting, with all major service areas growing between 6 and 11 percent from the previous year.

“PwC Global expects global GDP to rise by over 15 percent by 2035, driven by technological innovation and the effects of climate change on industries," he said. "In response, Samil PwC plans to continuously expand the breadth and depth of its services, leveraging AI and digital technologies.”