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Artificial intelligence is already reshaping how work gets done, but not in the way most people imagine. The popular narrative of AI as a “co-worker” oversells its role and misunderstands its limits. AI systems are not peers; they are instruments: programmable, bounded, and entirely dependent on human judgment. Their impact will come not from collaboration, but from how effectively organizations learn to design, deploy, and govern them.

In IDC’s FutureScape Future of Work 2026 research, we see this transformation unfolding unevenly but decisively.

Agentic AI tools are advancing faster than most enterprise structures can adapt. The technology is ready to execute, but organizations are still learning how to make it productive, ethical, and sustainable.

The success of AI at work will depend less on technical power and more on the human systems built around it, including the processes, accountability, and oversight that turn automation into advantage.

Tools for all: From developers to line-of-business teams

The notion that AI is joining the workforce as a co-worker misreads its function. AI systems are tools used by both deeply technical developers and employees across business functions. IDC forecasts that by 2026, 40% of G2000 job roles will involve direct interaction with AI systems.

For developers, this means designing, securing, and maintaining the architectures that make AI dependable and compliant. Their work defines the system’s boundaries. For business users, AI will become part of daily operations; refining analysis, monitoring performance, and automating repeatable steps. The distinction is not about hierarchy but about fluency: the ability to use AI effectively without mistaking its capabilities for comprehension.

AI agents can recognize patterns within data and past interactions, but they lack awareness of intent, nuance, or institutional goals. They do not understand the broader organizational context in which decisions are made or the values that guide them. Their reliability depends on the quality of input and the competence of the person providing it.

The practical challenge ahead is building fluency across these roles. Developers must ensure systems perform as intended, while managers and employees must learn to apply them responsibly. The future of work will depend on dual skill sets: technical mastery and the human capacity for context, critical thinking, and ethical judgment.

As these technologies become embedded in daily operations, the question is no longer who uses AI, but how its presence changes the shape and distribution of work itself.

Redefining work and work roles

Agentic AI is reshaping the workforce through both elimination and creation. Some roles are being reduced or retired as AI systems take on repetitive functions that can be performed more efficiently and at lower cost. At the same time, new roles are emerging to oversee AI operations, manage governance and compliance, and translate technical performance into business outcomes.

IDC predicts that by 2027, half of all AI-enabled enterprise applications will require new oversight positions dedicated to governance, risk, and accountability.

These jobs will not replace those lost on a one-to-one basis. Instead, they redefine where expertise and decision-making authority reside. As tasks once distributed across many functions consolidate into automated systems, organizations must confront how to rebalance reporting structures, reassign responsibilities, and revise expectations.

This transition requires more than reskilling; it demands structural redesign. Organizations must let go of long-held roles that no longer add distinct value while supporting employees in taking on new responsibilities within evolving positions. Those that handle the shift effectively will go beyond adding job titles or automation layers. They will create clearer accountability and stronger alignment between human oversight and machine efficiency.

These shifts in responsibility and reporting require an organizing mechanism. One that ensures both governance and innovation evolve together.

Building structure: Centers of Excellence as engines of transition and trust

As organizations adapt to these changes, structure becomes the mechanism that determines whether transformation succeeds or stalls. The emergence of AI and Agentic Centers of Excellence (CoEs) marks a deliberate move from experimentation toward an integrated model for governance, innovation, and value creation.

First, CoEs help organizations make the transition from traditional automation to new ways of working. Rather than viewing AI as a replacement for existing tools, CoEs define how it should extend enterprise capability. They guide the redesign of processes, clarify which roles will evolve or disappear, and establish the standards that ensure AI is deployed responsibly and with purpose.

Second, CoEs serve as hubs for systemic, cross-functional governance. They bring together data, risk, technology, and human resources leaders to define how AI is used, monitored, and improved across the organization. This alignment prevents fragmented implementation and enforces accountability for outcomes, ensuring that AI decisions are traceable, ethical, and compliant.

Finally, CoEs sustain focus on innovation and long-term value. Internally, they drive a culture of continuous improvement through shared learning and benchmarking. Externally, they ensure AI investments translate into measurable client outcomes; improved service quality, faster delivery, and more adaptive customer engagement.

IDC’s Future of Work 2026 research shows that organizations with mature AI or Agentic CoEs are 20% more capable of competing on innovation, speed, and service excellence. These centers are not symbolic. They are the connective tissue linking technology capability to human expertise, operational discipline, and customer trust.

Redesigning work for a new conversation

The integration of agentic AI is not simply a technical evolution. It is an organizational negotiation.

C-suite leaders often approach AI with a “more, faster” mindset; a drive for scale, speed, and measurable productivity. Employees across functions experience the same transformation from a different vantage point: one that involves redefining responsibilities, acquiring new skills, and navigating the uncertainty of work that no longer looks or feels the same.

Bridging these perspectives will determine whether agentic AI delivers on its potential. The future of work depends on an ongoing dialogue between those who set direction and those who carry it out. It requires leadership that sees AI not only as an efficient tool but as a catalyst for redesigning how work is structured, supported, and rewarded.

The successful adoption of agentic AI will depend on a deliberate partnership between leadership and the workforce; a recognition that innovation and adaptation must advance together.

 The future of work will not be defined by speed alone, but by how organizations align ambition with understanding, progress with purpose, and productivity with shared accountability.

Access the full IDC Future of Work 2026 report to explore all predictions, and visit our FutureScape content hub for additional insights and resources.

Amy Loomis, Ph.D. - GVP, Research - IDC

Analyst Profile
Amy Loomis is Group Vice President for IDC's worldwide Workplace Solutions. Amy leads a team of analysts focused on the evolving nature of human resources, skills development, collaboration, and leadership across the employee lifecycle. Her research into the Future of Work explores the influence of hardware and software technologies such as artificial intelligence, data analytics, augmented and virtual reality and automation on the changing the nature of work. Her research also explores how technology and business strategy influence workers' skills and behaviors, organizational culture and how the workplace itself is enabling the future enterprise.

B2B buyers have rewritten the rules of engagement. They research independently, shift effortlessly between digital and in-person touchpoints, and expect every interaction to feel connected. The customer journey is no longer linear. It’s fluid, self-directed, and omnichannel.

Seventy four percent of buyers now prefer digital-first engagement, according to IDC’s2024 B2B Tech Buyer Behavior Survey. That preference means marketing leaders must coordinate across more channels than ever before, from brand websites and social media to in-person events and sales meetings.

The challenge? Many strategies look good on paper but break down in execution. Campaigns run in parallel instead of in sync. Content lands out of step with intent. Team handoffs create gaps buyers can’t ignore.

The result: fractured engagement, wasted resources, and pipeline momentum that stalls before deals have a chance to progress.

Omnichannel excellence isn’t about doing more. It’s about orchestrating journeys that connect signals, smooth transitions, and move buyers forward with purpose. 

Find the right play for your business needs with IDC’s Omnichannel Experience Playbook, your guide to updating your omnichannel strategy.

The most common omnichannel mistakes and how to fix them

Recognizing the pitfalls is the first step. Knowing how to counter them is what turns a disconnected approach into a system that drives real growth.

Mistake 1: Treating channels as silos instead of orchestrated journeys.

Too many organizations still manage channels in isolation. The website belongs to digital. Events sit with operations. Sales owns in-person conversations. Each team runs its own playbook. This leaves buyers to experience the brand in fragments.

Smart marketing leaders know that buyers disengage when the journey feels disjointed. In fact, more than a third of CMOs say creating a unified omnichannel journey will shape their strategy in the next 12-18 months, according to IDC’s 2024 Worldwide CMO Priorities Study.

The fix is orchestration: designing intentional transitions, linking intelligence with context, and enabling sales to activate in real time. When teams rally around the buyer—not their silos—the journey flows. And everyone wins.

Mistake 2: Over-automating without personalization.

Automation has scaled marketing, but when applied without personalization it can backfire. Too many flows and triggers run on autopilot, delivering impersonal and repetitive outreach that feels robotic.

And buyers notice. Personalized interactions consistently generic touchpoints by 30%, according to IDC’s FutureScape: Worldwide Chief Marketing Officer 2025 Predictions.

The solution isn’t to ditch automation. It’s to evolve it.

AI-powered personalization and adaptive content turn automation into a precision tool, ensuring every message is timely, relevant, and buyer-specific.

Download the AI Supplemental Guide to see how AI can elevate your strategy.

Mistake 3: Keeping marketing intelligence separate from sales.

Marketing often collects rich intent data, but sales either can’t see it, or lacks the context to act on it. Sales Development Representatives chase leads without intel. Meanwhile, buyers continue down self-directed paths.

The disconnect is expensive. Nearly 80% of buyers say they plan to use more digital sources for complex buying decisions and rely less on salespeople, according to the 2024 B2B Tech Buyer Behavior Survey. Which means every sales interaction matters even more.  

The fix is signal-based activation: turning every meaningful action, like demo requests or  pricing page visits, into a clear and contextual sales play. With insights from marketing, sales can move faster, build trust, and drive real progress.

Mistake 4: Sticking to static content sequences.

Many nurture programs still rely on rigid sequences: download an asset, get added to a drip. Attend an event, receive a standard follow-up. But buyers don’t move in neat, linear paths anymore.

Without integration and real-time intelligence, signals are missed. Someone ready to buy gets slowed down. Someone just starting out gets overwhelmed. Both disengage.

Why? Systems often don’t talk to each other.

When data flows freely and AI interprets signals in real time, content evolves with the buyer. The result? Dynamic flows that respond to behavior, reduce drop-off, and keep engagement moving forward.

From friction to flow

Each of these mistakes creates friction. Together, they derail growth.

  • Disjointed channels frustrate prospects
  • Over-automation without personalization erodes trust
  • Sales teams miss the signals that matter
  • Static content fails to keep up with today’s buyers

Fixing them takes more than ad hoc patches. It takes a disciplined approach—built on buyer intelligence, intentional transitions, and AI-driven alignment.

  • Orchestrate the journey to create flow
  • Personalize at scale to build relevance
  • Align with AI to unify teams and accelerate growth

Buyers expect more. With orchestration and AI in your toolbox, you can deliver the seamless omnichannel excellence they demand and turn every interaction into a moment that matters.

Download IDC’s Omnichannel Experience Playbook and AI Supplemental Guide to get started.

Across the technology ecosystem, a persistent, and increasingly problematic, obsession with top-line revenue continues to dominate the conversation. It’s a legacy mindset, rooted in traditional channel models where volume, rebates, and resell margins defined success. But in today’s world of cloud platforms, marketplaces, SaaS solutions, and interconnected services, that mindset is not just outdated — it’s actively distorting how vendors engage with partners. 
 
The reality is simple: value drives profit margin. Revenue is secondary. 
 
Smart partners already know this. They prioritize profitability, customer outcomes, and solution relevance. They understand that a $20 million partner business with 10% profit margin is far more sustainable than a $100 million partner business scraping by on 1% profit margin. Yet many vendors continue to celebrate inflated revenue optics, often without empathy or understanding of the complex financial mechanics that underpin those numbers. 

The danger of revenue aggregation 

In an ecosystem model, a single customer spend of $X might touch: 

  • A services-led partner or MSP
  • A cloud marketplace
  • An ISV
  • A distributor
  • A hyperscaler platform
  • A subcontractor or specialist integrator 

Each entity may report revenue from that same transaction. The result? Massive inflation of ecosystem revenue totals — with no deduplication. The same dollar is counted multiple times across the ecosystem. It’s a mirage of scale that masks the real question: who is delivering value, and who is capturing margin? 
 
Those who glamourize big numbers through aggregation — without acknowledging the complexity of transaction flows, margin splits, and service overlays — risk misleading the market. Worse, they risk misguiding their own partner strategies. In an increasingly AI-, cloud-, and marketplace-centric landscape, understanding how revenue is earned, shared, and sustained is far more important than how much is reported. 

Who are partners really working for? 

Revenue matters – especially to vendors. A partner that drives increased consumption and revenue from a customer is doing exactly what vendors want. And that’s fine – as long as it’s in the best interests of the customer. 
 
But every partner must strike a balance. Are they working for the benefit of the vendors in their portfolio, or for the customers they serve? That’s a tightrope. And not everyone has the balance right. 
 
Partners who prioritize vendor incentives over customer outcomes risk losing trust, relevance, and long-term opportunity. The most successful partners are those who align vendor goals with customer value, not the other way around. 

What vendors should do differently 

Vendors must evolve how they measure and support partner success. That means: 

  • Moving beyond transactional metrics to focus on customer success, lifecycle engagement, and solution impact 
  • Recognizing services-led and IP-driven partners as strategic influencers, not just resellers 
  • Understanding profit margin mechanics across the ecosystem — and designing programs that reward value creation, not just volume 
  • Avoiding one-size-fits-all partner models that fail to reflect the diversity of partner roles in AI, cloud, and vertical solutions 

What partners should do differently 

Partners must also rethink how they define success and where they focus their energy. That means: 

  • Prioritizing profitability over volume — chasing real profit margin, not just top-line growth 
  • Investing in services, integration, and vertical expertise to stay relevant in complex solution environments 
  • Building trust with customers by aligning technology choices to business outcomes, not vendor incentives 
  • Understanding their role in the ecosystem — not just as resellers, but as orchestrators of value across multiple partners and entities 

The partners who thrive in this environment are those who: 

  • Lead with customer success and lifecycle engagement 
  • Build vertical-specific solutions with real-world impact 
  • Understand how to navigate and influence multi-vendor, multi-platform ecosystems 
  • Know when to say no — to deals, incentives, or programs that don’t serve their long-term strategy 

IDC’s ecosystem lens 

IDC’s ecosystem research focuses on value creation, margin capture, and strategic influence. We analyze how partners orchestrate outcomes, how they align with customer buying journeys, and how they evolve their business models to stay relevant. You can find more information here.  

Stuart and Andreas recently presented a webcast, The New Partner Playbook: Ecosystem-Led Growth in EMEA, which you can find here.  

If you have any further questions, drop them in the form here.  

 

Stuart Wilson - Senior Research Director, EMEA Partnering Ecosystems - IDC

Analyst Profile
Stuart Wilson is senior research director for IDC’s Europe, Middle East & Africa (EMEA) Partnering Ecosystems program. With over two decades of global experience, Stuart focuses on the rise of complex, connected ecosystems and how platform models are reshaping routes to market and partner engagement frameworks.

Andreas Storz - Senior Research Manager, EMEA Partnering Ecosystems - IDC

Analyst Profile
Andreas Storz is senior research manager for IDC’s Europe, Middle East & Africa (EMEA) Partnering Ecosystems program. Based in the US, Andreas focuses on the evolution of go-to-market models, new digital value chains and the wider impact on partner ecosystems, exploring how current and future trends will impact the vendor, distributor, and partner landscape.

Apple’s Vision Pro was already a technological marvel when it launched. With its ultra-high-resolution displays, spatial audio, and seamless integration into Apple’s ecosystem, it set a new benchmark for mixed reality. But in 2025, Apple chose not to rest on its laurels. The updated Vision Pro, now powered by the M5 chip, refines the experience in meaningful ways especially for the professionals and developers who rely on it most.

A Subtle but Significant Upgrade

At first glance, the 2025 Vision Pro doesn’t scream “new.” The design remains familiar, and the core experience is still rooted in spatial computing. But the changes Apple has made are thoughtful and impactful.

The most immediately noticeable improvement is the new Dual Knit Band. Comfort has long been a sticking point for head-mounted devices, and Apple’s solution here is elegant. The new band distributes weight more evenly, reduces pressure points, and makes long sessions far more tolerable. It’s a small change that dramatically improves usability for users who wear the headset for hours at a time.

M5: Power, Efficiency, and AI Muscle

The real story, however, is the M5 chip. Apple’s latest silicon brings a substantial performance boost, with improvements in both speed and battery life. Apps launch faster, multitasking feels smoother, and the headset runs cooler under load. These enhancements alone would justify the upgrade for many users.

But what sets the M5 apart is its new AI cores, integrated directly into the GPU. This architectural shift allows developers to move AI workloads from the cloud to the device, enabling faster, more responsive experiences. For spatial computing, where latency can break immersion, this is a critical advancement.

It also future-proofs the Vision Pro. While the device was already ahead of the competition in terms of hardware, the M5 ensures it stays that way. Developers now have the tools to build richer, more intelligent applications that can run natively without relying on external servers.

A Device Built for Work, Not Just Play

Despite Apple’s consumer-facing marketing, the Vision Pro remains a business-first product. Enterprises use it for training, collaboration, and design. Developers use it to prototype and deploy spatial apps. These users care deeply about performance, and even small improvements can have outsized impacts on productivity.

The M5’s inclusion across Apple’s ecosystem—on the latest iPad Pro and MacBook Pro—further streamlines development. Teams can build and test across devices with consistent performance, making it easier to create seamless cross-platform experiences.

Still Ahead, But Not Untouchable

Apple’s decision to push forward with the Vision Pro is strategic and helps the company stay relevant in this fast changing market. The mixed reality space is heating up, with competitors like Meta, Samsung, and others ramping up their efforts. Apple entered this market later than usual, and while it hasn’t dominated in terms of volume, it has set the standard for quality.

The 2025 update helps Apple maintain that lead. By improving comfort, boosting performance, and enabling on-device AI, the Vision Pro becomes even more compelling for its core audience.

Where Apple Still Needs to Improve

That said, there’s room for growth. Sharing the device remains cumbersome as the primary user cannot simply hand off the headset to someone else for use. Apple’s reliance on eye tracking and Optic ID is great for security and immersion, but they also create friction when sharing. For the Vision Pro to be used by a guest, the Guest User profile must either be enabled from a nearby iPhone/iPad or enabled by the primary user before handing over the headset. This allows the device owner to share a selection of experiences with a guest for a period of time. While this process feels restrictive for consumers, enterprise users benefit from a more streamlined approach: they can save their eye and hand setup on one Vision Pro and use it across other headsets within the same organization, making sharing significantly easier.

Siri also continues to lag. In a world where AI assistants are becoming more conversational and context-aware, Apple’s voice interface feels dated. With competitors integrating advanced AI into their headsets, Apple needs to accelerate its efforts here to stay competitive.

Final Thoughts

The 2025 Vision Pro is less of a radical reinvention and more thoughtful refinement. Apple didn’t need to push the tech forward, but it did. And in doing so, it’s made the device more comfortable, more powerful, and more developer-friendly.

For businesses and developers, these changes matter. The M5 chip unlocks new possibilities, the Dual Knit Band improves day-to-day usability, and the continued focus on performance ensures the Vision Pro remains a leader in spatial computing.

Apple may not dominate this market in terms of volume, but with the Vision Pro, it continues to define what premium mixed reality should look like.

Jitesh Ubrani - Research Manager - IDC

Analyst Profile
Jitesh is a Research Manager for the Worldwide Mobile Device Trackers, including Wearables, Augmented Reality (AR), Virtual Reality (VR), Tablets, and Phones. The team focuses on the market sizing, forecasting, and analyzing trends to provide insight into the competitive landscape of the worldwide mobile industry. Prior to joining IDC in 2012, Jitesh was part of the Market Analysis and Intelligence team at Bell Mobility, one of Canada's largest telecom service providers, where his role focused on understanding smartphone adoption and usage as well as consumer purchasing behavior. Mr. Ubrani holds a bachelor of commerce degree with a major in Economics from Ryerson University and is currently based in Toronto, Canada.

Three key themes will dominate IT industry developments in the coming years:

  • Orchestrating a sustained expansion in AI agent use across the enterprise
  • Navigating major tech sector transformations driven by the IT industry’s own Agentic AI pivot
  • Taking early advantage of the fast-maturing technologies in quantum computing, next-generation connectivity, and physical AI devices to boost resiliency and business reach.

For CIOs, these converging forces signal a new leadership mandate.

The role of IT is shifting from building and maintaining systems to orchestrating intelligent ecosystems that integrate human, digital, and autonomous capabilities to deliver resilience and innovation at scale.

IDC’s 2026 IT Predictions highlight ten developments that every enterprise should track closely. Together, they outline an ambitious yet attainable roadmap for the next five years.

1. From AI models to composite intelligence

By 2026, a renewed focus on explainability and reliability drives 70% of organizations to adopt composite AI, blending generative, prescriptive, predictive, and agentic technologies.

CIOs will need to integrate these diverse AI capabilities into cohesive systems that are transparent, auditable, and trustworthy. Building an AI governance foundation that tracks model lineage, set ethical guardrails, and ensures accountability is critical for scaling enterprise AI responsibly.

2. Orchestrating the agent explosion

By 2027, G2000 agent use will jump 10x and token/call loads 1,000x, making agent vetting, orchestration, and optimization essential IT responsibilities

The era of agentic orchestration is here. CIOs must prepare for exponential growth in autonomous agents that are interacting with individuals, critical data, and other agents. These agents will also be learning tasked with making more decisions, making continuous agent-vetting a vital task. Managing this complexity requires robust monitoring, explainability, and lifecycle control to prevent “agent sprawl” and ensure outcomes remain compliant and aligned with business goals.

3. Agents as the new interface

By 2028, 45% of IT product and services interactions will use agents as the primary interface for ongoing operations.

Agents are becoming the face of IT products and services, redefining how organizations consume technology. Procurement, service delivery, and user experience will be mediated by intelligent agents, transforming how value is assessed and measured. CIOs will need to lead on redefining enterprise architecture and user experience for this new agent mediated IT environment.

4. Measuring collaboration over productivity

By 2029, organizations that measure AI-human collaboration will have margins up to 15% higher than those focusing solely on productivity.

The leaders of tomorrow will not be those who automate the most, but those who collaborate the best. CIOs must foster environments where effective combined human creativity and agentic intelligence is critical. The leaders will those that prove best at defining collaboration metrics that quantify augmentation and innovation rather than simple cost savings.

5. Services become modular and autonomous

By 2029, 30% of global IT services will be delivered as modular, platform-enabled products, driven by demand for speed, transparency, GenAI, and Agentic AI-enabled autonomous service orchestration.

The services landscape is undergoing its own agentic transformation. Platform-enabled IT ecosystems with sophisticated AI orchestration will replace static service contracts with adaptive, API-driven delivery models. CIOs must evolve governance, procurement, and budgeting processes to support continuous, autonomous service improvement.

6. The cloud modernization imperative

By 2027, the massive computational and data demands of AI will compel 80% of organizations to modernize legacy cloud environments by shifting to new platforms specifically designed for AI workloads.

Legacy cloud environments—public or private—won’t sustain agentic scale. CIOs must migrate to AI-optimized infrastructure with GPU-rich, heterogeneous compute capacity and agile workload placement. The winners will be those who modernize their cloud strategy not just for scalability but for AI-driven elasticity and efficiency.

7. Data collaboration as the new competitive edge

By 2028, 60% of enterprises will collaborate on data via private data exchanges or clean rooms on a broad variety of use cases, including data federation for generative and agentic AI.

In the AI era, data sharing is no longer optional. It’s the foundation of competitive advantage. CIOs must identify and take full advantage of trusted data ecosystems from their tech partners. Prioritize solutions that balance sovereignty and privacy with the need for cross-industry innovation.

8. Quantum rediness becomes urgent

By 2030, quantum-accelerated supercomputing will be used by the US, EU, and China governments for solving 50% of complex defense and science-related problems, including breaking encryption schemes.

Quantum’s arrival will reshape the security landscape. CIOs must invest early in post-quantum resilience. Focus on testing hybrid encryption, revisiting identity and key management, and developing contingency plans for quantum-era threats.

9. Next-generation connectivity extends enterprise reach

By 2029, 75% of enterprises will adopt LEO satellite connectivity to complement terrestrial networks, enabling critical satellite D2C, D2D and highspeed broadband as part of a unified digital fabric.

Multi-orbit connectivity will define the next generation of connectivity for the distributed enterprise. CIOs should view LEO and 5G as strategic enablers of global edge-to-cloud integration—building network architectures that can adapt to dynamic workloads, accelerate geographic expansion, and reduce risks in a time of geopolitical instability.

10. Edge intelligence accelerates local decision-making

By 2030, 50% of enterprise AI inference workloads will be processed locally on endpoints or edge nodes, reducing cloud traffic and latency while supporting greater control over sensitive data.

As AI moves closer to the user, CIOs must rethink infrastructure, governance, and security models. Edge intelligence will reduce latency, enhance privacy, and create new opportunities for real-time, autonomous decision-making at the organization’s operational front line.

The CIO as navigator

These ten predictions reinforce a simple truth: the CIO is now the chief orchestrator of the intelligent enterprise. From agent governance to quantum readiness, success in this decade hinges on mastering the balance between innovation and integrity, automation and collaboration, scale and sovereignty.

The path ahead is complex but navigable. With a deliberate strategy, a modernized tech stack, and a workforce ready to collaborate with AI, CIOs can transform today’s turbulence into tomorrow’s advantage.

Join us for IDC’s FutureScape 2026 IT Industry Predictions webinar and read the full report to learn how your organization can orchestrate the agentic future with confidence—and turn the coming decade of transformation into a decade of growth.

Rick Villars - Group VP, Worldwide Research - IDC

Analyst Profile
Rick is IDC's chief analyst guiding research on the future of the IT Industry. He coordinates all IDC research related to the impact of Cloud and the shift to digital business models across infrastructure, platforms, software, and services. He helps enterprises develop effective strategies for using their diverse portfolio of cloud investments and applications. He supplies early guidance on implications of critical innovations such as the shift to cloud-based control platforms for deploying/managing infrastructure, data, and code delivery as well as the emergence of AI as a critical IT workload and part of all IT products/services.

Beyond revenue: why telecom’s future depends on profitability, not just revenue

On 24 September 2025, I moderated a panel at Connected Britain titled “Monetising Your Network for a Better Tomorrow” — or, as Carlos Bock aptly put it, “Monetising Your Network for a Better Today.” The panel brought together influential voices from across the telecom ecosystem — Ronan Kelly (Managing Director, AllPoints Fibre), Stefan Stanislawski (CEO, Lightning Fibre), Carlos Bock (Executive Chairman, F&W Networks), Will Rhodes (Carrier Managed Service Consultant, Ciena), and Dan Bloch (Senior VP Global Solution, Calix) — to tackle one of the industry’s most urgent challenges: how to unlock new value in a market that’s saturated, commoditised, and fiercely competitive.

The answer, it turns out, isn’t about chasing revenue growth. It’s about profitability.

From ARPU to AMPU: a necessary shift in focus

For more than a decade, telecom operators have measured success by one metric above all others: average revenue per user (ARPU). But as competition intensifies and price wars continue to drive down returns, ARPU alone tells an incomplete story. Carlos Bock noted, customers today are getting a “Ferrari for the price of a Honda.” Ultra-fast, highly reliable connectivity is priced like a commodity — and operators have been complicit in that race to the bottom.

It’s time to shift the industry’s focus from ARPU to AMPU (Average Margin Per User). Understanding what customers pay is no longer enough — telcos must grasp what each user contributes to profitability. During the panel, Ronan Kelly posed a simple yet revealing question: “Who here knows their AMPU?” Out of more than 200 attendees, only two raised their hands. This striking moment underscored a critical gap — most operators lack visibility into per-user margin data, even though it’s essential for informed strategic decisions.

Ultimately, telcos are valued not by the size of their top-line revenue, but by their EBITDA margin — the efficiency with which they generate earnings, as measured by metrics like Discounted Cash Flow (DCF) and EBITDA multiples.

Beyond connectivity: monetisation through value creation

Connectivity will always be the bedrock of telecom. But as bandwidth becomes abundant and undifferentiated, telcos must move beyond selling “pipes” and start selling outcomes.

That means evolving from a product-centric mindset — faster speeds, bigger data packages — to a customer-centric value proposition that focuses on enterprises language and outcomes e.g., visibility, reliability, security, and predictability.

Monetisation isn’t just about launching new services; it’s also about repackaging and optimising what already exists. Whether that’s offering connectivity-as-a-service, bundling security capabilities, or embedding network insights into enterprise workflows, the goal is the same: deliver differentiated value that customers are willing to pay a premium for.

One example came from Stefan Stanislawski, highlighted how telcos can unlock profitability by embedding themselves in their communities. By supporting initiatives like the Heathfield Agricultural Show and enabling smart farming through real-time data transmission, remote monitoring, and IoT connectivity, Lightning Fibre is not just selling broadband — it’s solving real challenges for rural customers. This approach transforms the telco from a utility provider into a trusted local brand. As Stefan put it, “We want to build a community, we want to build a local brand, we want to connect to our customers in these rural areas, understand their challenges, and solve their problems.”

AI as a catalyst for profit growth

Emerging technologies — especially AI, GenAI and Agentic AI — will be the defining factor separating the winners from the laggards.

Ronan Kelly captured this shift bluntly: “there are two types of telcos — those that leverage AI, and those that don’t. The latter, are on a path to bankruptcy.” The industry is already bifurcating into two camps: those integrating AI deeply into operations and customer offerings, and those resisting it. The former will see margins expand, the latter risk irrelevance.

But AI adoption isn’t just a technology challenge — it’s a people challenge. Ronan highlighted the fear many employees feel about AI changing their roles (and how they feel as if they were cheating), Ronan linked this to the early days of Excel: “Did the person who switched from paper to spreadsheets feel like they were cheating?”

AI and automation have real impact on operational efficiency (driving down costs) and revenue enablement (enhancing targeting, personalising offerings, and uncovering new revenue streams). Operators that use AI to intelligently segment customers, tailor marketing, and optimise service delivery will achieve higher margins and stronger competitive positioning.

Dan Bloch added that AI’s real power lies in precision — enabling targeted marketing, customer segmentation, and focused sales strategies. Instead of casting a wide net, “Telcos can use AI to deliver the right message to the right customer at the right time, driving both relevance and profitability.“

Profit through partnerships and ecosystems

The B2B telecom ecosystem is undergoing significant disruption. Hyperscalers, system integrators, multicloud providers, and other non-traditional players are increasingly offering communication services — often with greater agility and deeper enterprise integration. This shift is intensifying competition and pressuring telcos in their core markets.

The result is a fragmented landscape where traditional telcos can no longer rely solely on infrastructure ownership or legacy relationships. Instead, they must rethink their role in the value chain — moving from isolated service providers to collaborative ecosystem partners. Sustainable monetisation will depend on telcos’ ability to co-create value with these emerging players, rather than compete against them in a zero-sum game.

Will Rhodes stressed that “no single operator can capture the full value chain alone. Sustainable monetisation will depend on ecosystem collaboration — where each player understands its value contribution and shares in the resulting margins.”

Whether it’s partnering with cloud hyperscalers for edge services, security vendors for managed offerings, or local organisations to build community-focused solutions, the future of telecom monetisation will be built on shared value creation rather than isolated competition.

What “good” looks like 

In this new era, successful telecom operators will:

  • Know their profitability at a granular level, including per-user margins.
  • Shift from network providers to value enablers, delivering capabilities and outcomes rather than just connectivity.
  • Use AI strategically to boost both efficiency and revenue.
  • Build ecosystems that expand value creation and customer relevance.

The operators that fail to evolve will continue competing on price — and in doing so, erode the very margins they need to survive.

Final thoughts

Telecom’s future growth story isn’t about adding more zeros to the revenue line. It’s about building a business that’s profitable, resilient, and indispensable. That requires a mindset shift — from chasing scale to maximising value, from ARPU to AMPU, and from selling bandwidth to selling outcomes.

To close the session, I asked each panellist to leave the audience with one word that captures their vision for the future of telecom:

  • Carlos → Optimise
  • Stefan → Relationship
  • Dan → Personalise
  • Ronan → Differentiate
  • Will → Partner

As the Connected Britain panel made clear, the telcos that embrace this transformation will not only monetise their networks for a better tomorrow — they’ll secure their profitability today.

AI in EMEA 2025, a recent eBook, features a section on telco. You can download it here.

For more information on AI, join our 2026 tech predictions webcast on Dec 3rd. The Agentic Business Future: Driving Resilience, Sovereignty, and Innovation in EMEA, IDC’s Tech Predictions for 2026 and Beyond.

Masarra Mohamad - Senior Research Analyst, European 5G Enterprise Strategies - IDC

Analyst Profile
Masarra Mohamed is a senior research analyst specializing in analysing the connectivity and communications services markets, focusing on the changing networking requirements, trends, and competitive dynamics that support enterprises in their digital transformation. She explores how enterprise network strategies evolve to enable cloud, AI, and security.

AI is no longer being used as just a tool to assist people. It’s becoming agentic across every industry, moving autonomously, learning adaptively, and embedding itself into the core of how organizations operate. This shift marks one of the most profound transformations in modern enterprise: the rise of agentic AI, where systems don’t just support decision-making, they make, orchestrate, and optimize it.

A recent IDC prediction reveals that by 2027, half of enterprises will be using AI agents to redefine how humans and machines collaborate. That single forecast captures what’s at stake for 2026: the agentic era. It’s an era where workflows, strategies, and even business models are being redefined by systems that learn, reason, and act across every layer of the enterprise.

The question is no longer whether AI will reshape businesses. It’s how quickly, how deeply, and how to prepare.

IDC’s 2026 FutureScape was built to answer exactly that. Through exclusive webinars, global reports, and analyst insights, leaders can see what’s next for their industries and what to do about it now.

To help organizations navigate these accelerating crosscurrents and chart a deliberate path forward, IDC’s 2026 FutureScape brings together the latest predictions, research, and foresight on the next phase of AI’s evolution.

Charting the next AI course

FutureScape 2026 is more than a collection of forecasts. It’s a navigation system for what’s ahead, a guide for leaders to anticipate disruption, steer through uncertainty, and turn turbulence into forward momentum.

Built on 35 global prediction sets across 12 industries, this year’s FutureScape explores how agentic AI will evolve from experimentation to enterprise orchestration, and what that means for strategy, technology, workforce, and trust.

Through IDC’s lens, the agentic journey unfolds as both a challenge and an opportunity:

  • Challenge: Economic volatility, regulation, and workforce disruption can quietly pull organizations off course. Fragmented AI adoption risks wasted investment and slower progress.
  • Opportunity: With deliberate navigation that aligns strategy, workforce, and tech stack, those same forces can become momentum toward resilience and growth.

FutureScape 2026 reframes disruption as a navigable current. The organizations that will thrive in the agentic era are those that see AI not as an experiment, but as the operating logic of the enterprise.

What you’ll gain from IDC’s 2026 FutureScape

Across every report and prediction, one truth stands out: AI has become the engine of enterprise transformation. The organizations that lead will treat AI as infrastructure, embedding it across decisions, operations, and customer experiences.

FutureScape 2026 identifies four powerful currents shaping this transformation:

  1. Navigating the crosscurrents of disruption
    Leaders are confronting economic uncertainty, regulatory shifts, and geopolitical turbulence. IDC’s research shows that governed, well-aligned AI can transform these disruptive forces into forward motion to fuel agility and growth instead of fragmentation.
  1. Charting the path to enterprise-wide orchestration
    Many organizations are still stuck in pilot mode. The winners will move from isolated experiments to enterprise-scale orchestration, where agentic AI operates seamlessly across data, applications, and workflows to drive continuous improvement and innovation.
  2. Building trust, resilience, and prosperity
    As AI assumes greater autonomy, trust becomes the foundation of long-term success. Responsible AI practices, transparent governance, and human oversight will differentiate the organizations that thrive from those that stall.
  3. Unlocking innovation beyond productivity
    The true promise of AI lies not in incremental efficiency but in new value creation. FutureScape 2026 highlights how agentic AI is redefining industries from healthcare to finance to manufacturing by powering new business models, products, and experiences.

Every prediction in FutureScape 2026 is grounded in IDC’s data-driven research and designed to help leaders move from insight to action.

Why the 2026 FutureScapes matter now

The 2026 reports arrive at a pivotal moment in the AI transformation journey.

According to IDC’s AI Maturity Model Benchmark, only 1% of organizations have reached the stage of an optimized, AI-fueled enterprise while over half remain in early stages of transformation.

At the same time, global AI investment continues to surge. Agentic systems are projected to account for nearly half of all AI spending by 2029, reflecting the rapid shift from tools that assist to systems that act autonomously and intelligently.

The message is clear: the future isn’t waiting. The gap between early adopters and laggards will widen quickly. Businesses that modernize their technology stacks, reskill their workforces, and embed agentic AI into strategy today will define the next era of innovation, trust, and growth.

How to access the research

IDC’s FutureScape 2026 program brings these insights to life through:

  • Global reports: Benchmark your organization against IDC’s global predictions and see where your industry is headed next. Become a subscriber to access the full reports.
  • Webinars: Join IDC analysts and explore how to make the agentic pivot and operationalize AI strategy across your enterprise.
  • Events: Connect with peers and IDC experts at regional FutureScape sessions worldwide to translate foresight into action.
  • Analyst commentary: Access quick takes, videos, and blogs linking FutureScape predictions to real-time market shifts.

Together, these touchpoints help leaders turn IDC foresight into measurable strategy, bridging the gap between understanding and execution.

Are you ready to chart the path forward?

The crosscurrents of disruption aren’t slowing down. Economic, technological, and societal forces are converging faster than ever. But with the right navigation, they can become momentum.

IDC’s 2026 FutureScape provides that compass. It reveals not only what’s coming next but how to prepare, equipping business and technology leaders with the confidence to steer through uncertainty and harness agentic AI as a force for innovation, trust, and prosperity.

Because the future isn’t being built somewhere else. It’s being built right now.

Be part of it with IDC’s 2026 FutureScape.

ROI Is the new mandate: Events are back at the center

B2B tech marketers are navigating tighter budgets and higher expectations in 2026. With ROI under the microscope, one strategy is emerging as both high-impact and measurable: events. IDC’s latest Sponsor Survey surfaces the data behind this shift, equipping marketing leaders with clarity on how and where to focus.

Events deliver real value at critical stages

This isn’t a return to events as usual. It’s a reimagining based on measurable business outcomes.

According to IDC’s 2026 Sponsor Survey of 150 senior marketers across the US, UK, Germany, and Singapore:

  • 67% rank brand awareness as a top priority
  • 53% are focused on generating qualified leads
  • 90%+ say events deliver the most value in mid-to-late funnel stages

Hybrid takes the lead and the budget

The format matters, and hybrid is winning.

When asked which formats they’ll prioritize in 2026:

  • 57% of marketers chose hybrid events as their top format
  • 58% expect their event budgets to increate next year

This reflects a push for flexible, scalable, and inclusive experiences that can drive personalized engagement at scale.

What performance looks like in 2026

To prove impact, marketers are aligning event ROI with funnel-specific metrics:

Top success metrics:

  • Cost per opportunity (67%)
  • Lead quality and conversion (60%)
  • Deal influence in key accounts (43%)

Top challenges:

  • Complex execution (52%)
  • Delivering personalized experiences (42%)

Marketers aren’t just seeking impact, they need proof they can show upstream.

What marketers value most in event partnerships

Marketers aren’t just choosing events; they’re choosing strategic ecosystems. The IDC survey reveals a strong alignment between what drives investment and what defines a valuable partner.

What drives investment in third-party events:

  • High-quality lead generation (67%)
  • Credibility through association with analysts or peers (63%)
  • Expansion into new accounts or buying centers (47%)

These motivators point to one thing: marketers want more than visibility; they want validation and velocity. Events must open doors, fast-track trust, and spark meaningful conversations.

What defines the right partner:

  • Price-to-value ratio (84%)
  • High-caliber audience (seniority, budget influence) (69%)
  • Personalization (66%)
  • Fast execution and support (54%)
  • Lead-to-pipeline conversion performance (53%)
  • Custom targeting options (51%)

Insight-led content is the difference maker

The success of an event hinges on relevance. That’s why marketers are doubling down on partners who bring audience precision and analyst-backed content.

  • 91% say independent, analyst-led content is critical to event success
  • Trusted insight builds trust across every stage of engagement before, during, and after the event

Key takeaway: Price-to-value, audience quality, and credible content are top criteria when selecting event partners.

Navigate your 2026 strategy with confidence

Events are no longer standalone experiences, they’re central pillars in a broader B2B growth strategy. When backed by trusted tech intelligence, the right formats, and analyst-led content, events can help your team hit every metric that matters.

Whether you’re optimizing your event calendar or rethinking your demand strategy, IDC’s insights are here to guide your next move.

🗓️ Explore the IDC 2026 Events Calendar
Discover the best opportunities to connect with your audience with data, formats, and partnerships that work.

Jyoti Lalchandani - Group Vice President & Regional Managing Director (META) - IDC

Analyst Profile
Jyoti Lalchandani is a seasoned business executive with more than 25 years of experience in emerging markets across Europe, the Middle East, and Africa (EMEA). In his role as IDC's Group Vice President and Regional Managing Director for the Middle East, Turkey, and Africa (META), he has been instrumental in establishing IDC’s presence in the region – first, through the initial expansion of the Dubai headquarters and then by spearheading the development of IDC offices in Johannesburg, Istanbul, Riyadh, Casablanca, Lagos, Nairobi, and Cairo.

In today’s crowded tech market, features don’t sell. Value does. And yet, far too many sales teams are still stuck pushing product specs while their competitors walk away with the contracts. 

The truth? If your team can’t lead with business value, you’re already behind. 

High-performance sales teams are not created by chance. It’s not about having the loudest pitch or the biggest pipeline. It’s about building teams that can step into the boardroom as trusted advisors. Teams who can link your technology to measurable outcomes that your clients can’t ignore. 

And here’s the catch: most organisations think they’re doing this. Almost none are. 

What Does “Business Value” Really Mean in Sales? 

So, what does it really take to transform a standard sales team into a high-performing one? One that consistently sells business value as an outcome? 

In today’s technology landscape, having an innovative product is just the starting point. What truly sets successful tech vendors apart is their ability to demonstrate clear, measurable business value and return on investment (ROI) to their customers. 

To get there, marketing, sales, and sales enablement leadership must work together to build strong messaging, market insights, and client success stories that can be leveraged in customer interactions. Leading the discussion on what the company can do for the customer and then quantifying the value of that partnership, builds trust and sets a high-performance benchmark. 

How to Equip Sales Teams to Lead with Value 

Not all enterprises can align every salesperson to a consistent value message for each product or service. Salespeople bring a range of individual styles into their relationships, but what unites them is the focus on building trust and instilling confidence in their solutions.  

Despite this need, many organisations lack the experience to develop value-based messaging, collateral, and enablement programs that bring this confidence to life. Creating alignment across teams requires structure, expertise, and the right insights. 

How IDC Helps Sales Teams Sell on Business Value 

At IDC, we work with technology vendors worldwide to strengthen their ability to sell based on business value and tangible outcomes. Our analysts and consultants deliver market insights, benchmarks, and customer validation that empower marketing, sales, and enablement leaders to align around proven value delivery. 

Through tailored sales enablement workshops, value-based messaging frameworks, and analyst-led collateral, IDC equips teams to engage customers with confidence and demonstrate measurable ROI. Get in touch to learn more. 

 

Nathan Budd - Senior Director, Custom Solutions - IDC

Analyst Profile
Nathan Budd is a consulting director, working across strategic, market intelligence and go-to-market solutions. With experience across a spectrum of ICT projects and clients, he delivers a breadth of knowledge and insight to the IDC European consulting team. Over the years, Nathan has worked with CEOs, industry forums, executives and sales teams, to define market strategy, positioning and sources of revenue growth. He is an experienced speaker, project lead and facilitator, bringing energy and perspective, while maintaining the connect between strategic-level thinking and grass-roots action.

A market that demands its own perspective

IDC today published the European Contact Center-as-a-Service (CCaaS) MarketScape, recognizing that Europe’s contact center landscape is shaped by unique regional dynamics, stringent regulatory frameworks, and a more measured approach to adopting new technologies. These characteristics make it essential to evaluate Europe as a distinct market rather than as an extension of global models. Success in this region depends on understanding trust, compliance, and local engagement at a much deeper level.

A market defined by diversity and regulation

The European CCaaS market is expanding rapidly, projected to grow from US$1.5 billion in 2024 to US$3.7 billion by 2029. Yet, it remains highly diverse and fragmented. Differences in regulation, business culture, and language shape how contact centers operate and adopt technology. For example, priorities such as pricing, professional services, and data residency vary widely across key markets, underscoring the importance of regional insight and tailored strategies over a one-size-fits-all approach.

Why a European MarketScape matters

The IDC European CCaaS MarketScape provides an in-depth assessment of how vendors address this diversity. It evaluates how effectively they align their strategies and offerings with Europe’s regulatory, cultural, and operational realities.

It also considers how vendors demonstrate thought leadership — not by simply leading with innovation, but by helping contact centers modernize responsibly. This includes educating customers on the value of digital transformation, offering support to overcome adoption barriers, and using partnerships to bridge linguistic and cultural gaps while building trust.

By capturing these nuances, the IDC European CCaaS MarketScape delivers a region-specific perspective that reflects the complexity, diversity, and maturity of Europe’s contact center ecosystem — and highlights the industry’s steady evolution toward AI-driven, compliant, and customer-centric operations.

IDC MarketScape: European Contact Center-as-a-Service Applications Software 2025 Vendor Assessment is available now.

If you have a question about anything, please fill in this form.

Oru Mohiuddin - Research Director - IDC

Analyst Profile
Oru Mohiuddin is a Research Director in the European Enterprise Communications and Collaboration team. Based in London, she is responsible for IDC’s coverage of Unified Communications and Collaboration in the region. Her work focuses on tracking the markets for premise-based and cloud solutions and new developments and trends, particularly in the light of changing work patterns impacting the traditional mode of enterprise communication. Prior to joining IDC, Oru worked for Euromonitor International, where she focused on Future of Work and technology in the SMB context. She also worked in New York and Bangladesh and speaks English and Bengali. Oru was awarded Chevening Scholarship by the British Foreign and Commonwealth Office to pursue her MSc in International Development from the University of Birmingham. In addition, Oru has a BA from Marymount Manhattan College in New York.