---
id: "entity-pwc-d9"
type: "entity"
source_timestamps: ["§ Align."]
tags: ["case-study", "training"]
related: ["framework-aware", "action-peer-activators"]
entityType: "organization"
canonicalName: "PwC"
aliases: ["PricewaterhouseCoopers"]
sources: ["adoption"]
sourceVaultSlug: "hbr-seg-adoption"
originDay: 9
articleStem: "hbr-sig-52-genai-threatening-to-workers"
sourceUrl: "https://hbr.org/2026/03/why-gen-ai-feels-so-threatening-to-workers"
sourceTitle: "Why Gen AI Feels So Threatening to Workers"
---
# PwC

A global professional services firm highlighted as an **Align-step** exemplar for [[framework-aware]].

**'My AI' initiative:** includes a dedicated **'playground'** and **'prompting parties'** for employees to experiment with Gen AI. PwC appoints **'activators'** — trusted peers who help coworkers adapt to AI, embedding support in day-to-day work to satisfy the **competence** and **autonomy** needs of the [[concept-psychological-needs-triad]].

This is the model behind the action item [[action-peer-activators]] (designate peer 'activators'/'champions' for grassroots AI experimentation and social learning).