The global GBS market has grown substantially in recent years, valued at $276 billion in 2024, with a compound annual growth rate (CAGR) of 18%. By 2028, this market is expected to reach $521 billion, reflecting significant growth potential. This trend is driven by structural changes within companies, which are shifting from low-cost models to strategic business partnerships.
A notable aspect is the intensified migration of GBSs toward strategic roles within organizations, moving away from traditional evaluations based on Service Level Agreements (SLAs) or Key Performance Indicators (KPIs). Over 50% of GBSs now consider customer experience as the key performance indicator, while only 10% still prioritize cost reduction. These centers are increasingly involved in the digital transformation and automation of corporate processes, with 83% playing a crucial role in this effort, while 27% are actively leading this transformation globally.
Romania continues to be an attractive destination for GBS centers due to factors such as competitive labor costs, access to a large pool of specialists in key areas like IT, and proximity to European markets. Romania ranks second in the European Union in terms of the number of IT specialists, with annual investments of approximately €20 million in this sector. Despite a roughly 10% annual wage increase, slightly above the official inflation rate, Romania remains competitive due to the favorable cost-to-skill ratio, particularly in areas that require rare skills and advanced knowledge.
Multinational companies have continued to open IT and AI service centers in 2024, and other renowned corporations have expanded their operations in Romania, confirming the attractiveness of this market.
Currently, the GBS market in Romania offers a diverse portfolio of services, including intelligent automation (with RPA and AI), comprehensive reporting and analysis, operational excellence, change management, and complete end-to-end process management. Additionally, Romania is notable for niche services such as risk management, complex data analysis, and artificial intelligence—areas essential to the future development of GBS.
To sustain this growth rate and strengthen its position in the global market, Romania needs to focus on attracting new investments, consolidating digital skills, and continuously developing its workforce. Key factors include ongoing investment in human resource development and flexible employee benefit packages, which are crucial in a competitive market.
Romania is evolving from a cost-focused market into a global hub for future skills, such as artificial intelligence, data analysis, and leveraging employees' language skills. The industry must focus on integrating and strengthening these competencies to attract investors and meet global economic challenges.
Another important trend shaping the future of the GBS market, and one that companies in Romania's sector should consider, is the adoption of artificial intelligence (AI), which is already at the forefront of the global corporate agenda. Currently, AI plays a central role in optimizing operations within GBS centers, particularly in areas such as Procure-to-Pay and Customer Service. In the coming years, companies that invest in AI will have a distinct competitive advantage, both in operational efficiency and in the quality of services delivered.
Horváth is one of the leading independent international management consulting firms, with a presence in Romania since 2005. The company was founded in Stuttgart in 1981 by Prof. Dr. Péter Horváth, a pioneer of Controlling in Germany, and now has over 1,000 employees. Horváth has offices in Germany (Berlin, Düsseldorf, Frankfurt, Hamburg, Munich, and Stuttgart), Austria, Romania, Switzerland, Hungary, Italy, Denmark, Saudi Arabia, and the United Arab Emirates, with consultants available to serve clients globally. Horváth is a member of Cordence Worldwide, the world's leading active alliance of prestigious management consulting firms, with nearly 70 offices in 24 countries across three continents.
