New Deloitte Report: Asia Pacific CFO Survey highlights strategic focus on Digital Transformation, Operational Efficiency and Talent Strategies for 2025

Hong Kong, 30 April 2025 – Deloitte Insights Asia Pacific's CFO Survey reveals Chief Financial Officers (CFOs) across the region are prioritising digital transformation, operational efficiency and innovative talent strategies to navigate a rapidly evolving business environment.

The second edition of the report, which gathers insights from 469 CFOs across various industries and countries, underscores the critical role CFOs are play in driving organisational transformation and achieving sustainable business growth.

Key findings from the report:

• Revenue Growth Remains a Top Priority: 83% of Asia Pacific CFO respondents identified revenue growth as their top priority for 2025. Other high ranked priorities include cost control (72%), financial performance (67%), productivity improvement (59%) and strategy setting and execution (58%).
• Digital Transformation: As organisations adapt to shifting market dynamics, CFOs are increasingly leveraging digital technologies to enhance efficiency and productivity. According to the survey, 78% of respondents plan to embed more automation and digital technologies into their operations this year. Adoption rates are highest in Japan (89%) and in sectors such as consumer (89%) and public services (86%). By leveraging digital tools, CFOs aim to streamline processes, reduce costs, and position their organisations for long-term growth.
• Balancing Cost Control and Growth: Some 38% of respondents plan to increase the use of internal shared services or centres of excellence, with notable adoption in China (48%) and among large companies (61%). Around one-third of respondents say their organisations intend to integrate external resources to address skills gaps —a strategy particularly prevalent among Chinese organisations (74%) to improve operational efficiency.
• Evolving Talent Strategies with Digital Tools: CFOs are leveraging automation and digital technologies to address talent risks and boost productivity. 62% of CFOs are upskilling for digital tools while 61% are deploying digital investments to free workforce capacity. Additionally, 45% of all survey respondents say their organisations are automating roles with 59% of respondents in both China and Japan reporting the automation of roles. Despite these advancements, nearly one-third (32%) of respondents reveal their organisations still intend to grow their workforce this year.
• Generative AI Shaping CFO Priorities: Nearly half (50%) of surveyed CFOs anticipate Generative AI will significantly transform their industries within the next two years. Organisations are increasingly leveraging AI for workforce productivity and efficiency (79%) and achieving cost savings or expense reduction (69%). CFO respondents in Japan (90%), China (89%) and Australia (85%) are all prioritising Gen AI’s impact on productivity while Australian CFOs (79%) focus more on cost-saving potential than their counterparts in Japan (55%) and China (59%).
• Sustainability and Mergers and Acquisitions (M&A): Both are emerging as key focus areas for CFOs in the Asia-Pacific region. Sustainability investments are gaining traction, with Japan (55%) and Australian respondents (33%) reporting increased spending, particularly among larger firms and those with government or public ownership. Meanwhile, M&A activity is set to accelerate, with 47% of CFOs planning to increase deal-making over the next three years. Japan and China lead this trend, while Southeast Asia shows growing momentum, as organisations aim to strengthen competitive positioning and drive long-term growth.

Commenting on the report, Kok Yong Ho, Deloitte Asia Pacific's CFO Programme Leader said, “Driving revenue growth through enhanced productivity, efficiency and cost reductions remain top operational goals among many CFOs surveyed. As organisations adapt to rapid change, the scope and complexity of the CFO’s role and finance functions continues to expand.”

“Our survey highlights the need for businesses to align capabilities and cost structures for strategic flexibility — helping them to seize growth opportunities and weather storms when they come," he added.

To access the full report and learn more about the findings, please visit https://www.deloitte.com/us/en/insights/topics/business-strategy-growth/apac-cfo-2025-survey-report.html