APPLICATIONS
IFS works with a variety of intensive industries including manufacturing, energy, utilities, aerospace and defence
pricing, this means ensuring AI-driven recommendations support wider business objectives, align with customer expectations and maintain the right balance between automation and human judgement.”
In complex industries, the greatest value comes when AI is embedded into everyday workflows and helps people make better decisions, Cathie explains. Notably, IFS works with a variety of intensive industries including manufacturing, energy, utilities, aerospace and defence.
“ It is not about replacing human expertise,” she says.“ It is about making that expertise more accessible. AI can help capture, contextualise and democratise knowledge, bringing the right information to the right people at the right time. We talk about it as putting the knowledge of your most experienced people into the hands of the person who needs it, at the moment they need it.”
Measuring the impact of dynamic pricing AI models McKinsey notes that the business world is grappling with an AI paradox, while adoption of generative and agentic AI is growing and investment is accelerating – sustained impact on performance is elusive. Indeed, 62 % of respondents to its The state of AI in 2025 survey
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