Samil PWC aims to go beyond traditional accounting, tax and financial advisory services to become a comprehensive business partner who designs and executes the future of our industry and clients.
To that end, Yoon Hoon-Soo, CEO of South Korea's largest accounting firm, said in a recent interview with Revenue that his company has carried out advances in digital and artificial intelligence (AI)-driven services at the top of its strategic priorities.
“AI and digital technologies are changing the nature of accounting companies. We expect these innovations to become our main growth engines,” said Yoon, who simultaneously serves as PWC Korea's senior territorial partner. “We are strengthening AI-based automation and analytics capabilities across our audit, tax and financial advisory practices, and developing our own technology solutions under our dedicated AI unit, AX Node.”
Samil PWC launched its AX node in July and has invested heavily in digital capabilities.
The unit serves as a specialized team to support businesses throughout the digital and AI transformation process, including strategic development, master plans design, and core solutions creation and implementation.
The unit brings together around 90 members, including AI experts and certified public accountants, combining digital expertise with in-depth knowledge of accounting and taxation. This allows for quick identification of market needs and efficient management of planning, development and marketing. Samil PWC plans to invest approximately 20 billion won ($14 million) in the units over the next three years.
Samil PWC's dedicated booth will showcase the company's artificial intelligence-based digital solutions at the 2025 AI Expo Korea, held in Coex, Seoul from May 14th to 16th.
“As a result of our continued efforts to enhance our employees' digital capabilities, we have been able to develop our own AI-based digital solutions,” Yun said. “Today, we are the only accounting firm in Korea to provide these solutions to around 700 companies, and our technical expertise is internationally recognized within the PWC network.”
He said, “We expect digital and AI services to be a significant portion of Samil PWC's revenue within the next five years.”
Yoon emphasized that AI adoption has become a need rather than an option, and noted that experts who did not integrate AI into their work will inevitably fall behind. To distinguish yourself, the value provided through audit and advisory services must fundamentally change.
“An accountants who do not evolve with these changes will find it difficult to survive. Conversely, those who have adapted are likely to have an even greater impact than before,” Yun said.
The CEO emphasized that AI streamlines repetitive accounting tasks and allows experts to dedicate more time to high-value jobs.
Core accounting liabilities such as audits, tax recommendations, due diligence, and assessment can be divided into routine data processing tasks and value-driven activities that provide insight to clients. He explained that AI allows businesses to automate routine processes and free up resources for more strategic and impactful tasks.
He also pointed out that AI facilitates analytics of new forms that could not be previously possible, increasing the speed and accuracy of advisory and managed services offered to clients.
Drawing on technology expertise, Samil PWC is set up to deploy AI-driven solutions tailored specifically for accounting and tax services.
Among the upcoming tools is Accounting Insight, a chatbot that provides guidance on accounting standards. Users can raise questions and explain scenarios, and the system provides evidence of reasonable answers and support drawn from a comprehensive accounting database.
Yoon emphasized that ethics remains fundamental for accounting firms in the age of AI.
“Integrity is at the heart of the PWC's values. Even with AI, our principle of guidance remains to act transparently and support what is right,” he said.
He also emphasized that protecting client information is a top priority. “We invest a lot in information security, both in our time and resources.”
Regarding education, Yoon said that Samir PWC is adopting a dual approach to cultivate “specialists working with AI”.
The first is the ability to systematically strengthen AI literacy and rapid engineering skills, and to effectively utilize staff from junior accountants to managers. The second focuses on human-centered skills such as collaboration, critical thinking and empathy that have been cultivated through guidance from senior leaders.
“Our goal is to train professionals who not only understand technology but also use it responsibly to build trust. This embodies both the ethical standards and the central focus of education strategies in the age of AI,” Yun said.
The second strategic initiative in our journey to becoming a comprehensive business partner providing Samil PWC's integrated services is strengthening industry specialization.
Yoon noted that the company is focusing on priority sectors such as defense, energy, biotechnology, semiconductors and K-Beatty to enhance sector-specific expertise and stimulate demand. By providing customized insights and services to each industry, the company seeks to support its clients in making informed strategic decisions.
He also highlighted the company's effective collaboration with PWC Global, which provides deep insight into Global Megatrends.
“Using this knowledge, we aim to be a partner in providing strategies and solutions that enable our clients to navigate rapidly changing global macroeconomic conditions,” says Yoon.
Regarding organizational culture, Yoon said that Samir PWC values diversity, inclusion, autonomy, creativity and flat organizational structures to build a sustainable growth foundation.
Yoon joined Samil PWC in 1987 and spent more than 30 years specialized in audits, gaining a reputation as an audit expert. He also holds important roles, including Head of Global Services.
He became the company's CEO in July 2020, and was reappointed in 2023, with his term extended until June 2027.
Under his leadership, Samir PWC has steadily grown in traditional areas such as auditing, tax advisory and financial advisory services, expanding its portfolio through digital, ESG (environmental, social, governance) and AI capabilities.
According to a disclosure of the company's business report on Tuesday, Samil PWC, along with PWC Consulting, recorded revenue of 1.56 trillion won and operating profit of 26 billion won from July 2024 to June 2025.
Samil Pwc has won 1.1 trillion won in revenue. By segment, we reported 386 billion won from auditing business, 275.9 billion won from tax advisory and 447.5 billion won from management consulting, with a rise in major service areas of 6-11% from the previous year.
“PWC Global expects global GDP to increase by more than 15% by 2035 due to the impact of technological innovation and the industry,” he said. “In response, Samil PWC plans to leverage AI and digital technologies to continuously expand the breadth and depth of its services.”
