Top 10 PEX Network news stories of 2025

Hot off the press – here are the top 10 PEX Network news stories of 2025!

With the year drawing to a close, we have compiled a list of the biggest news stories to hit the headlines, based on the number of views per story at the time of writing.

As you’ll see, topics ranging from artificial intelligence (AI) and digital transformation to automation and digital twins played major roles this year (not to mention a certain antitrust dispute between two of the biggest process vendors in the market!).

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The top 10 news stories of 2025!

We hope you enjoy this news-focused trip down memory lane, and we look forward to bringing you more of the latest news headlines as we head into 2026!

1. Air New Zealand takes flight with AI-focused digital transformation strategy

In March, Air New Zealand announced plans to transform its digital infrastructure and put AI at the heart of its operations.

In a five-year digital transformation partnership with Tata Consultancy Services (TCS), Air New Zealand seeks to enhance its digital capabilities, improve customer experience, and drive operational efficiencies across various aspects of the business including fleet management, crew scheduling and ground services.

“Leveraging TCS’ expertise in cutting-edge technologies will help us enhance the customer experience, streamline operations, and reinforce our commitment to cyber security and data protection,” said Greg Foran, CEO of Air New Zealand.

2. Amazon bets on automation & robotics to improve warehouse efficiency

In February, Amazon was tipped to invest US$25 billion in a new generation of robotics-led warehouses to improve efficiency and delivery times across its retail network.

Amazon hopes this will save significant time as the technology giant continues its automation investment is part of wider AI spending to drive productivity and improve distribution amid rising competition from the likes of Temu, reported the Financial Times.

“We’re seeing today how fruitful this technology is in transforming our everyday,” said Tye Brady, chief technologist at Amazon Robotics. The company plans to “continue to invest” in automation, he added.

3. Accenture adopts more than 450 AI agents to automate processes

In April, Accenture announced it has adopted more than 450 AI agents from Pipefy to automate processes, driving a 60 percent increase in efficiency.

AI-enhanced automations are streamlining activities such as checking and validating documents, synchronizing form fields, standardizing due dates, executive summaries, calculation assistance, and updating processing times.

“Accenture has expertise in the generative AI ecosystem, which includes AI Refinery, GenWizard, and Synops IOGA to build advanced orchestrators, where we use, for example, Pipefy’s platform,” said Fabiano Guastella, generative AI digital transformation and innovation director at Accenture.

Accenture takes advantage of Pipefy’s more complex functionalities integrated with its various technology partners and clients’ systems to take innovation to the next level, offering integrated generative AI to all current and future clients, Guastella added. “This initiative transforms processes in an intelligent and disruptive way, consolidating our leadership position in the market.”

4. HEINEKEN’s AI strategy transforms operations & drives business growth

In February, it was revealed that The HEINEKEN Company is using a multi-faceted AI strategy to transform operations and support growth across the business.

The beer brewing giant published its 2024 Annual Report, showcasing how it is embedding AI solutions in critical areas throughout the organization. “In 2024 we continued to unleash AI-driven products that are streamlining our operations, driving efficiencies, optimizing engagement, and empowering growth,” the report read.

AI products are transforming HEINEKEN’s global commerce operations, helping it create incremental revenue opportunities and build a winning portfolio. To maximize AI’s impact, HEINEKEN prioritizes customer-centric AI products that are seamlessly integrated into operations and widely adopted by end-users, said Andrea Diebold, head of global analytics products. “Supported with robust capabilities that enhance AI literacy, this will pave the way for a shift from everyday AI to game-changing AI.”

 Watch Lyudmila Todorovska, head of global digital and technology, discuss The HEINEKEN Company’s bold AI strategy!

5. BMW Group transforms global manufacturing operations with advanced digital twin technology

In June, BMW Group showcased how it is transforming global manufacturing operations with advanced digital twin technology.

The world’s leading manufacturer of premium cars and motorcycles is scaling its Virtual Factory, with production planners continuously expanding applications in the digital twins of over 30 production sites to accelerate production planning worldwide.

What once required several weeks of real-world modifications and testing can now be precisely simulated in the Virtual Factory, with BMW Group planning to integrate more than 40 new or updated vehicles into its global production network between now and 2027.

This will first be done virtually to ensure immediate stability at the plants. Going forward, the BMW Group’s Virtual Factory is projected to reduce production planning costs by up to 30 percent.

6. British Airways cuts cancellations & delays with “game-changing” AI adoption

In May, British Airways revealed that it has cut cancellations and delays with “game-changing” AI technology. The airline revealed that a recent incorporation of AI has resulted in improvements to flight punctuality after years marked by operational chaos.

According to British Airways figures, 86 percent of its flights from Heathrow departed on time during the first quarter of 2025, a notable improvement which it is attributing to the use of AI.

AI integration has proved to be a major performance enabler, British Airways CEO Sean Doyle told the Financial Times. Among the investments is the modernization of the airlines’ unreliable IT systems, which experienced a series of high-profile breakdowns in 2017, 2019 and 2022. “This is about investing in the things we can control,” Doyle added. “The tech colleagues now have at their fingertips has been a real game-changer for performance.”

7. M&S accelerates digital transformation after major cyber attack

In March, Marks & Spencer (M&S) announced plans to accelerate its digital transformation following a major cyber attack projected to cost the company £300 million ($400 million) in lost profits.

Weeks after the attack, the UK retailer said it will respond by accelerating a planned two-year overhaul of its digital operations, bringing it to completion sooner.

“We are seeking to make the most of the opportunity to accelerate the pace of improvement of our technology transformation and have found new and innovative ways of working,” said M&S CEO Stuart Machin.

8. Gap leans on AI to enhance productivity, revenue & customer experience

In March, we learned that clothing company Gap Inc. is exploring ways it can use AI to boost organizational productivity, revenue, and customer experience. 

Gap’s AI-driven focus comes after the firm laid the groundwork for its AI strategy last year, setting up a unit dedicated to driving AI innovation across the retailer’s strategic priorities. Gap CEO and president, Richard Dickson, called the efforts part of Gap’s goal to create a “digital-first organization and mindset.”

9. Gartner releases Magic Quadrant for robotic process automation (RPA)

In June, Gartner released a new Magic Quadrant for robotic process automation (RPA), evaluating 13 enterprise RPA vendors to help buyers make the best choice for their enterprise’s task automation needs.

RPA continues to be a core software market for improving operational efficiency with tactical automation, the analyst giant stated. “The RPA market is at a pivotal inflection point,” wrote Arthur Villa, senior director, analyst at Gartner. “In 2024, the market generated $3.8 billion in revenue representing a healthy 18 percent increase YoY. However, AI innovations have introduced alternatives to traditional deterministic RPA along with the rise of enterprise automation platforms such as business orchestration and automation technologies (BOAT).”

10. US court dismisses Celonis antitrust claims against SAP

In June, a US court partially dismissed antitrust claims made by process intelligence vendor Celonis against software giant SAP. In March, Celonis accused SAP of violating US antitrust law and other provisions by making it harder and more expensive for Celonis to access client data stored in SAP’s applications

A federal judge in San Francisco dismissed certain claims that SAP blocked access to data in its systems to give an unfair advantage to its Signavio unit. The judge gave Celonis the opportunity to revise and refile the claims, which it duly did weeks later. The case is still ongoing.

PEX Report 2025/26: Global state of business transformation

The PEX Report 2025/26 examines the results of our annual survey of more than 200 professionals with insights from more than a dozen industry business and thought leaders from across the globe. Contributors include leaders from Mars, Navy Federal Credit Union, Pacific International Lines, Sodexo, SAP and Nintex!

Explore why true business transformation is not a singular project but an ongoing journey, one that requires visionary leadership, cross-functional collaboration, technological prowess and an unrelenting commitment to agility and innovation. Those that embrace this evolution holistically are not just surviving the future, they are shaping it!

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