On April 15 and 16, PwC Japan hosted over 20 analysts, a partner and PwC executives for a day and a half summit at the company’s Technology Laboratory in Tokyo. Chief Strategy Officer and Chief Innovation Officer Kenji Katsura set the tone when opening the meeting by explaining that over the course of the event attendees would be hearing from leaders across PwC’s businesses — including audit, tax, deals and consulting — highlighting the importance of PwC’s strategy to deliver the full range of the firm’s expertise to clients. While ensuring that PwC’s services remain highly relevant to clients in Japan, the firm’s GTM strategy is closely aligned with its global network. This alignment allows PwC Japan to leverage the best practices and innovations from across the network while also contributing homegrown insights and advancements that can benefit clients worldwide.

The event included demos, presentations and one-on-one breakouts that allowed analysts to gain firsthand knowledge of PwC Japan’s evolving strategy. Demonstrating culture and an understanding of local business dynamics still provides an important nuance that allows PwC to elevate the value of its services, especially in the current uncertain geopolitical environment, as having highly country-specific capabilities and dedicated staff may become a greater asset than more explicitly globalized organizations. The following write-up summarizes TBR’s takeaways from the event and provides a glimpse into what we believe will set the next chapter of PwC’s business.

 

As a node in PwC’s ever-expanding ecosystem, Technology Laboratory brings art and science together through physical assets

Starting with a hands-on demo led by Technology Laboratory lead Shinichiro Sanji, PwC’s Technology Laboratory team demonstrated the pivot the firm has begun making in its interactions with clients, where the outcome of workshops has evolved beyond the art of the possible and into tangible solutions backed by the use of physical assets. Responsible for PwC’s tech-driven go-to-market strategy, which builds a business pipeline through cross-industry collaboration, Technology Laboratory in Tokyo is a first of its kind and enables the firm to demonstrate how it can interlink buyers beyond the traditional IT and/or finance functions into operational technology.

 

The cocreation of assets with commercial and public clients as well as academia will also help PwC demonstrate understanding and connectivity of physical AI and revamp industries where industrialized robotics are heavily in use. The Experience Center also remains an integral part of the Technology Laboratory’s success as creating future scenarios based on market and industry trends necessitates market insights delivered through multidisciplinary skills teams. With the Technology Laboratory and Experience Center housed adjacent to each other, it streamlines collaboration and interaction between teams when needed, while maintaining enough separation to enhance the unique value each team contributes during client workshops.

 

Meanwhile, as PwC strengthens its local relationships, it also continues to build nodes across its member firms that demonstrate an appetite for innovation and support client needs. For example, the firm recently announced the opening of the OT Cyber Lab in Dubai, United Arab Emirates (UAE) and the expansion of PwC’s Reinvention Lab in Australia, where it added hands-on capabilities for clients to test out advanced technologies.

We see PwC’s Business Experience Technology (BXT) and Business Model Reinvention (BMR) frameworks as the connecting glue between the various labs across PwC member firms, especially as the BXT raised the bar high for the firm’s consultants to drive outcomes. Now BMR provides a structured approach for the labs to have guided conversations with clients around their functional technology needs.

Maintaining continuity in executing against strategic priorities brings PwC closer, one member firm at a time

Following the Technology Laboratory demo, Masataka Kubota, Chair and Territory Senior Partner, PwC Japan Group CEO, kicked off the event by setting a high-level agenda centered on five megatrends: Climate Change, Tech Disruption, Demographic Shift, Fracturing World and Social Instability. These themes guided PwC’s presentations across its Assurance, Tax, Advisory and Consulting practices, with each area exploring or delving deeper into these trends.

 

PwC executives’ emphasis on reinforcing the alignment of PwC Japan and PwC Global strategies around BMR, trust, sustainability, and AI and data closely resonated with what TBR heard in a pair of similar events in the fall of 2024 in EMEA and the U.S. Kubota further amplified PwC member firms’ efforts around unity. PwC Japan’s regional customization and diversity remain vital to the firm’s success, especially as local clients lean on the company’s expertise and guidance to navigate choppy international market conditions.

 

Masaki Yasui, PwC Japan Group’s Consulting leader, continued the discussion, providing an update and insights into the firm’s line of business. Doubling in size in terms of people since late 2018, PwC Japan’s Consulting practice now houses 5,130 of the firm’s more than 12,700 employees in Japan and has grown at a double-digit rate for around 10 years — a pace that is expected to be sustained through 2030, according to Yasui. This will be an impressive achievement for PwC Japan’s consulting business, given the macroeconomic headwinds and impact on discretionary spending and consequently on consulting opportunities.

 

According to TBR’s management consulting research, consulting revenue experienced a deceleration in 2024 of 3.1% year-to-year, down from 8.1% in 2023, a trend we expect to continue throughout 2025.

Deploying tech-enabled arbitrage model will test PwC’s readiness to transform its professional services model, with consulting being most ripe for it

Leaning on the firm’s ongoing success rooted in its client-centric approach, focus on priority accounts, portfolio expansion and investment in growth areas provided a strong foundation for PwC Japan’s consulting growth. While these efforts are not unique to PwC, we believe what has helped the firm thus far is its collaborative culture across lines of business, making it appealing for partners to be part of. Growth will likely come from PwC Japan investing in new services to meet demand with BMR, strengthening its digital core, and front-office transformation serving as the lead in parts of the clients’ discussions.

 

Meanwhile, focusing on multinational clients while tapping into the power of PwC Japan’s Business Network will help the firm bridge opportunities with global clients in and outside Japan, further amplifying the need for better member firm collaboration. PwC Japan recognizes the evolving professional service market dynamics and has built out a new three-layer model for sustainable growth, with the key separation between the first and second layers being less human-dependent. Executing on the second and third layers, which are largely focused on accounting for changes in staffing and commercial models enabled through data intelligence and data monetization, will once again test PwC Japan’s collaborative culture, as often such initiatives are more challenging to be sold and managed internally than to bring externally with clients.

 

Many professional services companies grapple with similar challenges largely because of the time and materials (T&M) commercial model that consulting companies typically employ for such services. Developing data monetization and a fee-for-service type of model essentially requires companies like PwC to depart from the T&M model. We believe PwC Japan is one step ahead of many of its competitors in that regard as its consulting business has largely been driven by fixed-price engagements, making it easier to bridge into the fee-for-service setup it is looking to pursue as part of its layers two and three strategies.

 

The challenge for PwC Japan will be to educate other member firms on how to approach the opportunities, as elsewhere T&M remains the predominant commercial model. Further, PwC Japan, just like other member firms, sees managed services as part of its ability to continue to grow its business. While it is still a small portion of the current revenue composition (about 4% to 6% at the global level, according to TBR estimates), the firm continues to explore avenues to augment that gap, with leaning on its tax and cyber practice capabilities, delivery partners, and acquisitions among its top choices.

PwC’s Industrial Structural Transformation framework: A road map to the firm’s ability to execute through integrated scale and packaged services

Here lies the opportunity for PwC: developing a framework that demonstrates unity and focus while relying on its core success around trust. During the event, PwC unveiled an Industrial Structural Transformation (IST) framework, which we believe provides the necessary road map to execute against the firm’s aspiration of what the next chapter of the firm might look like. Bringing together all parts of the business — Assurance, Tax, Advisory and Consulting — and replicating them across industries while using data intelligence and a fee-for-service commercial model can help PwC build a foundation that resonates across all member firms.

 

Starting with use cases in Japan across segments like mobility provides a glimpse into how the framework can be applied as the evolution of AI extends into the physical world, and how the architecture of the entire industry can be transformed beyond the use of the software to include the business and social rules. Developing the backbone of going to market through integrated scale is the first step. Executing against it, especially bringing use cases outside of Japan to other member firms, which often deal with their local client issues, can prove to be a rewarding challenge.

Three key areas which PwC Japan discussed at length during the event — sustainability, risk management and tax — brought to light the closer collaboration and applicability of the framework at scale between the various parts of PwC’s portfolio. Sustainability and risk management bring together assurance and consulting while tax provides a conduit for closer collaboration with consulting.

 

Developing solutions that are function-specific provides the necessary horizontal connection across these areas while relying on the firm’s industry knowledge to demonstrate value and deliver outcomes. We believe a large portion of PwC’s success will come from including its technology partners at every step of development, deployment and management of its IST framework as partner feedback and knowledge management have become as critical as ever to understand how professional services companies go to market.

Application of technology solutions beyond the marketing hype elevates PwC Japan’s soberness and readiness to support the global network in handling macro disruptors

Virtually no market discussions today exclude data and AI. Takuya Fujikawa, PwC Japan Group Chief AI Officer, Data and AI Leader, took the opportunity to provide an update on the firm’s data and AI practice at the onset of the second day of the event. One important nuance struck TBR about PwC Japan’s portfolio: its applicability of AI across multiple domain areas, rather than simply drilling down on generative AI or agentic AI, which have been the predominant focus in similar settings. Adhering to open data principles while relying on its industry and functional expertise provides a strong foundation for the firm’s data and AI portfolio with examples around threat intelligence, intelligent business analytics or power market analytics highlighting various use cases.

 

With PwC US recently launching the Agentic Operating System, we expect PwC Japan to lean on these experiences and capabilities and follow suit with agentic AI solutions that meet local client needs for driving efficient operations. We expect the rollout to be bidirectional and other member firms to look to collaborate with PwC Japan on emulating its portfolio offerings. Scaling the use of such solutions will fit nicely and support PwC Japan consulting’s three-layer growth model, especially around the data intelligence and data monetization opportunities and the tech-enabled arbitrage model.

Additionally, discussions throughout the second day provided deeper insights into other strategic domains of PwC Japan’s portfolio, such as sustainability and trust, including cybersecurity. Common themes across value creation enabled through technology amplified the need for better alignment among practice areas within PwC Japan, especially as buyers’ focus in each area has shifted toward translating respective market challenges to business implications.

 

Within sustainability, PwC remains focused on creating customer value by emphasizing cross-business themes, including decarbonization and biodiversity, with most of the opportunities centered on government reporting mandates, further demonstrating the need for collaboration between audit and consulting services.

 

Withing trust, leadership highlighted cybersecurity and cyber intelligence services – both important elements of PwC Japan’s strategy – including its collaboration with delivery partners, such as with TIS Inc. for use of remote monitoring, alert responses and emergency interventions, among other security services.

Enabled by a humble and gracious culture, PwC Japan sets the bar high for what’s next in the firm’s strategy evolution

Just as technologies arm PwC consultants with tools to solve complex business challenges, the Technology Laboratory provides the enabling environment for all presentations, as regardless if executives spoke about audit and assurance, tax, advisory or consulting, they all leaned on a piece of technology that helped them connect the dots between art of the possible and the answer through the tangible.

 

As macroeconomic uncertainty persists, PwC has realized that instead of trying to fix issues outside its control, it is better to focus on its own transformation to prepare for addressing client challenges. We recognize there is still an opportunity for the firm to strengthen relationships with both internal and external stakeholders, including its alliance partners. Building a strong, common foundation for member firms is a crucial first step for integrated scaling. This involves connecting the Technology Laboratory and Experience Centers to deploy BXT and BMR at scale. Leveraging their experience with fixed-price contracts, they can then pivot toward fee-for-service models, providing the necessary frameworks for collaboration.

 

PwC Japan Group and its leadership set the bar high for its member firm counterparts in what it would take for the firms to work together more closely. Starting with better service line collaboration and portfolio offerings rollouts to establishing common KPIs and shared services are some of the prerequisites, and PwC Japan seems to have the ingredients to make it work all together. And while clients are less worried about how a firm operates and are more focused on solving their business and technology problems, working with a vendor that has its own house in order certainly makes it an easier partnership.

EY Global Mobility Reimagined 2025, Barcelona: Over two days in Barcelona, EY hosted more than 150 clients and a few industry analysts for its first in-person EY Global Mobility Reimagined conference since 2019. During the event, TBR spoke with EY leaders, EY technologists and EY clients from a diverse set of countries and industries. Nearly all the client attendees serve within their enterprise’s talent, mobility or human resources organizations, and a common vibe throughout the event was the changing challenges facing HR professionals. The following reflects both TBR’s observations and interactions at the event and our ongoing research and analysis of EY. Three themes emerged over the two days of the conference, both from the presentations and in discussions with EY leaders and EY clients. First, rapidly changing technology, particularly AI, permeates every aspect of mobility, but the EY leaders and conference attendees returned repeatedly to the need to keep humans at the core. Second, EY did not emphasize or sell what EY can do but rather kept the focus on clients’ problems. A Tech Connect showcase featured cool new EY software and solutions, but the conference plenaries and breakout sessions never veered into a sales pitch for EY’s solutions. Third, in discussions with EY leaders, TBR heard a clear strategy for continued rapid growth and evolving technology alliances, underpinned by a commitment to managed services.

Humans remain central to mobility, although technology can help

Mobility — moving talent around the world on short- and long-term assignments — is inherently stressful for the employee and risk-inducing for the employer, so while technologies can improve the processes and mitigate risks, the experience remains a human one. Even with generative AI (GenAI) and agentic AI, everyone strives to keep humans fully at the center. Three moments during the conference highlighted this theme.

 

During a breakout session focused on emerging technologies, EY noted that nearly all current mobility-focused technologies and platforms have been designed around corporate requirements and policies. In the near future, technologies will be designed around the employee experience. EY’s new Microsoft Teams app for mobility, described below, provides an example of that shift. Second, during a panel discussion about the ethical concerns around AI adoption, one EY leader noted that even if agentic AI and other tools replace many of mobility professionals’ day-to-day tasks, nothing can replace the human touch, especially during a stressful time like an international relocation. Once again, the technology must enhance the employee experience. Lastly, EY professionals noted during a breakout panel on immigration that employers have had a mindset shift with respect to permanent residency.

 

Previously, employees tried to shift their residency status in a foreign country without assistance from their employer, reflecting employers’ concerns that once established in a country, those employees would be inclined to stay, perhaps necessitating a split with the employer. In some countries — Saudi Arabia was cited as a prime example — annual visa and work permit renewals are both expensive and stressful. Over a long-term assignment, paying for an employee to gain permanent residency could be cost effective and, by demonstrating support and bringing corporate resources to bear, could increase employee retention. Happy employees who stay longer and build better relationships with clients lead to better returns for the company on its investment in talent and mobility.

The event offered a forum for clients to discuss challenges and how they are coping

EY sold without selling. Every session included EY partners describing the firm’s views of the challenges facing mobility professionals and HR teams overall, but, with the exception of the Tech Connect showcase, EY’s capabilities were not front and center. In the majority of sessions, EY’s capabilities and the firm’s ability to help address those challenges simply did not come up. The EY partners focused on setting the overall parameters of the discussion, providing context around the challenges clients face, and then allowing those clients to engage with EY and with other clients about how they are coping.

 

In TBR’s view, this approach separates EY from peers while also reflecting the ethos TBR has observed at other EY events, such as the Strategic Growth Forum. EY provides clients a comfortable space to talk about issues and commiserate, without a hard EY sell. One attendee told TBR the conference made him feel better because his problems were not nearly as dire as the other professionals he spoke with during the event.

 

Navigating GenAI: Insights, Strategies and Opportunities for 2025 — Watch “2025 Predictions for GenAI” on demand now

Mobility practice serves as the glue across EY globally

In sidebar discussions with TBR, EY leaders’ comments reinforced two trends about Mobility — and the firm’s People Advisory Services – overall. First, People Advisory Services is growing ahead of the overall firm. The practice has been investing in managed services capabilities and scale, with an appreciation that noncommoditized managed services will be a significant component of People Advisory Services revenues. Second, Mobility remains an essential part of the glue that keeps EY operating as a global firm serving global clients.

 

In addition, during the event TBR noted a clear emphasis on Microsoft as a strategic partner, but EY noted expectations that other technology alliance partners, including ServiceNow, will become increasingly strategic to Mobility. Regarding the third point, Mobility services have challenged other Big Four firms, in part because — as practiced by EY — the burdens include forced cross-border coordination by and shared resources from separate member firms, managing a plethora of niche providers and technology partners, and deploying a software business model.

 

Countering those burdens, Mobility can serve as a centripetal force, helping align EY’s Tax, Audit and Advisory practices and giving additional weight to the firm’s global capabilities (and leadership, notably). As a complementary service to consulting or tax, Mobility advances EY’s client retention strategies, particularly with its largest clients. Internal benefits and external rewards. Win- win.

Emerging technologies begin to permeate HR

AI could not be ignored, in part because the notion of agentic AI-related disruption was an underlying current throughout the event. While not diminishing the challenges of adopting emerging technologies, EY professionals repeatedly stressed the need to adopt soon, smartly and with a long-term plan in place. In a breakout session, EY professionals used a now/next framework to describe a few trends in emerging technologies (including the corporate requirements and employee experience described above).

 

Currently, HR professionals and employees must wrangle with multiple technologies and platforms to execute on mobility challenges; in the near term, everyone will enjoy streamlined technologies with cohesive data-sharing strategies. Today, HR professionals rely on dashboards to provide analytics on mobility and other People Advisory Services issues, but soon predictive AI-driven analytics will provide insights and quicker decision making, with fewer (or perhaps no) dashboards.

 

Notably, when surveyed during the breakout session, the majority of HR professionals in attendance opted for “streamlined technologies” as their top priority. In a separate session, client attendees said their greatest expectation from AI would be data analytics and enhanced reporting.

A few other technology-centric comments and observations from the event:

• EY partners said Mobility professionals did not need to wait for the next GenAI update or release — the technology needed is here and can be applied now.
• Previous notions about data complexity may be outdated as the technology exists now to handle that complexity — HR professionals should focus on what they want to accomplish, not whether their data is perfect. (Side note: in the same discussion, EY partners observed that the biggest roadblock to adoption remains the availability of quality data.)
• The ethics around GenAI remain … murky. EY partners noted the environmental impact of energy-hungry data centers and suggested a gap exists between innovation and accountability, eventually cautioning for a go-slower approach to AI adoption.

Overall, technology played across every aspect of Mobility with the common theme around enhancing the employee experience and measuring how EY’s Mobility practice can benefit a company’s strategy and employee retention, and even improve relationships with clients. In short: use technology wisely, with help from EY.

EY integrates mobility management into Microsoft Teams

The Tech Connect showcase included nine solutions, most notably EY Mobility Pathway, a corporate mobility management tool; EY Mobility Carbon Tracker, a customizable tool for scenario planning and carbon footprint measuring; and new Microsoft Teams app for mobility, a seat-based SaaS offering deployed as an application on Microsoft Teams. The last one stole the show. Employees do not need to log on to another platform, remember another password or navigate an unfamiliar app, but rather add the new Microsoft Teams app for mobility app to their Teams experience. The software can be configured to clients’ specific mobility needs, such as shipping dates, travel, housing, tax and other elements of the international relocation journey.

 

The new Microsoft Teams app for mobility looks and feels like a Teams app, has all the employer data, and seamlessly — as the employee experiences it — pulls in data and information from the third-party providers the employer uses, such as shipping companies or short-term housing agents. EY partners explained that new Microsoft Teams app for mobility is currently live with a few clients, and will go live soon across more of EY.

 

In TBR’s view, EY made a significant strategic decision in embedding new Microsoft Teams app for mobility into Microsoft Teams and not creating a separate employee-centric dashboard. This keeps employees in an environment they are already comfortable working in and avoids additional stress during a difficult time. EY’s commercial model for new Microsoft Teams app for mobility requires the firm to invest in software support and maintenance capabilities, but feeds into the firm’s overall managed services play.

Immigration rises to C-level topic

An immigration session resonated with TBR, in part because the TBR principal analyst in attendance once stamped visas at a U.S. embassy, but also because of the political issues that were openly discussed. EY partners noted that 2024 was a “super year” for elections globally, and immigration issues featured prominently in election politics in many countries. Extrapolating to global enterprises, EY partners made a convincing case that immigration has become a boardroom issue. EY’s Batia Stein and Chris Gordon noted that chief human resources officers (CHROs) and other executives surveyed by EY said the top option for solving talent gaps is moving talent where it is needed, no matter where on the globe — so, mobility.

 

As described above, assisting with permanent residency can alleviate some employee stress and enhance client and employee retention. In addition, using technology to enhance the employee mobility experience is not simply the right thing to do for employees; EY also believes the Mobility practice can be a business driver. And at a time when compliance issues have become more frequent and fraught, exacerbated by immigration raids and joint immigration and tax audits, Mobility can be a business driver for EY, too.

People Advisory Services global infinity loop reflects EY’s approach to clients’ issues

EY has a visual of its People Advisory Services Tax practice that features an infinity loop with People Advisory Services on one side and People Managed Services on the other, with all the related offerings creating an endless cycle of services, surrounded by EY’s other practices and offerings, such as Strategy & Transactions and Sustainability. The infinity loop helps understand EY’s positioning of its services and, perhaps more importantly, reflects EY’s understanding of its clients’ needs and challenges.

 

Companies keep recruiting, hiring, paying, rewarding, moving, repatriating, retiring and hiring in an endless loop, and EY has capabilities — including consulting, tax and software — that can accelerate movement around that endless loop. EY did not need to say that at the Global Mobility Reimagined conference, as clients understood it already. EY also has a stated ambition to grow People Advisory Services to more than $3 billion by 2031. Absent the worst possible global political and economic scenarios, including a drastic curtailment of global mobility, TBR believes that ambition is perhaps a bit too modest.

Building on last year’s theme of modernization, where Informatica highlighted innovations to fast-track migrations from legacy PowerCenter and Master Data Management (MDM) to Informatica Data Management Cloud (IDMC) in the cloud — accounting for over half of Informatica’s business — Informatica World 2025 in Las Vegas was all about agentic AI, and the crucial, yet still sometimes overlooked, role of data. With its ability to apply reasoning to handle more complex, multipart workflows, agentic AI has rapidly emerged as AI’s next frontier. Although agentic AI promises increased productivity, AI agents require a few key elements, including orchestration, a vast knowledge base and governance. With the wealth of metadata in CLAIRE, the AI engine powering IDMC, it was only a matter of time until Informatica used some of its core differentiators to push into the agentic AI space to not only craft a future for more autonomous data management but also to give customers the tools needed to build and orchestrate their own agents.

 

Informatica enters agentic AI race

Informatica employs two strategies relative to generative AI (GenAI): Informatica for GenAI, in which customers use IDMC’s data management capabilities to enable enterprises’ GenAI use cases; and GenAI from Informatica, where customers leverage Informatica’s GenAI offerings. Those products include CLAIRE Copilot, which entered general availability at the event, and CLAIRE GPT, which is used by over 550 clients to streamline tasks within IDMC such as pulling datasets and interacting with catalogs. On the annual conference’s 25th anniversary, Informatica formally entered the agentic AI space with a similar approach, giving customers the ability to consume AI agents within IDMC for more autonomous data management and a tool for letting customers build, manage and orchestrate their own AI agents.

• CLAIRE Agents: As part of the GenAI from Informatica strategy, Informatica introduced eight new agents to support tasks across the data life cycle. The agents, which are expected to begin preview in 2H25, are Data Quality, Data Discovery, Data Lineage, Data Ingestion, ETL [Extract, Transform Load], Modernization, Product Experience and Data Exploration. Architecturally speaking, these agents will round out the IDMC platform, sitting above the metadata system of intelligence, with CLAIRE Copilot and GPT acting as user experience (UX) overlays, where customers can interact with these agents.

Nearly every facet of IT has emerged as a prominent use case for GenAI, including data management, and customers are looking for ways to streamline more system-level tasks. Provided customers are prepared to move from manual — or even predictive and conversational AI engineering — to agentic AI, these new data management agents can help absorb a lot of back-end data management tasks, including developing the data pipelines and reducing some of the burden on the user, whose primary focus now becomes managing the agents.

 

• AI Agent Engineering: In agentic AI, the hyperscalers and SaaS vendors are racing to position as the AI control tower. As more vendors push into the PaaS space and the resulting AI agents convolute the applications layer, the question becomes, “Which set of vendors are positioned to abstract that complexity in a governed way?” At the event, Informatica entered the space with the introduction of AI Agent Engineering, a new tool to help users build their own agents using the popular low-code/no-code drag-and-drop experience. Additionally, AI Agent Hub, which acts as a marketplace within AI Agent Engineering, helps users find, manage and connect these agents, including not just Informatica’s CLAIRE agents but also the tools customers are already using to build agents, such as Amazon Bedrock, Azure OpenAI, Google Vertex and Salesforce’s Agentforce. When it comes to building and orchestrating AI agents, customers have a range of options, but one of the compelling things about Informatica entering this space is its ability to provide the federated governance and access controls around these agents without disrupting existing workflows. Governance remains one of the leading barriers to GenAI adoption, and while some overlap will always exist between the hyperscalers and data ISVs, the hyperscalers recognize Informatica’s reputation for helping customers build trust in their data and ability to apply that trust in a vendor-agnostic way.

 

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Ecosystem developments

As we often discuss, Informatica maintains a high degree of neutrality and can effectively work across a range of technology partners without introducing significant overlap. Maintaining its commitment to working within the technology ecosystem, Informatica announced new product integrations across its technology partners, including the following highlights.

• Microsoft: Microsoft’s play at the PaaS layer (e.g., Synapse, Power Platform) and ability to extend the Dynamics 365 data model to enable Customer 360 analytics make it an invaluable, somewhat unique partner to Informatica. Reaffirming Informatica’s commitment to Microsoft, CLAIRE Copilot was built using the Azure OpenAI Service. The launch of Microsoft Fabric last year seemed to mark a turning point in the alliance, as Informatica was granted status as an early design partner for Fabric, which has amassed 21,000 paid customers in the span of 18 months. Essentially, this status allows Informatica to make its Data Quality tool available as a native service, so customers can profile and assess data using Informatica as it gets ingested into Microsoft Fabric via the OneLake repository in real time. At the event, Informatica made Data Quality available (in public preview) as its own Fabric application. In addition, as part of its commitment to staying relevant within the Microsoft Fabric ecosystem, Informatica will start supporting Apache Iceberg in Microsoft Fabric, which is important as Microsoft looks to cement its commitment to open standards. These developments come as part of a new strategic agreement between Informatica and Microsoft, which implies not just a focus on R&D but also investment in the joint go-to-market approach. Having Informatica exist as a first-class citizen within the Microsoft stack could make the case for customers to explore other components of IDMC, creating deeper synergies with services partners like KPMG that use Informatica and Microsoft Fabric, both internally and externally for data modernization and transformation.
• Salesforce*: Though Informatica and Salesforce technically had a preexisting alliance, the partnership was formalized at Informatica World 2025 with the announcement that IDMC will be integrated with Salesforce’s Agentforce. Specifically, Informatica plans to deliver MDM SaaS with Agentforce, effectively putting the 360-degree wrapper around agents that customers build in Salesforce’s platform. As previously mentioned, customers will also be able consume Agentforce via Informatica AI Agent Engineering upon availability later this year. Salesforce sees Informatica as a key player in the market and is looking to strengthen its play in data management and governance in accordance with Agentforce, so this partnership is a win for Salesforce. In turn, Informatica seems to recognize the role Agentforce will play in the AI ecosystem for sales and service use cases, and it will be interesting to see how this partnership progresses and if Salesforce ends up joining Informatica’s seven other, more established technology partners.

On the services side, Informatica continues to cement its value across nine core global systems integrator (GSI) partners, which collectively staff 30,000 Informatica professionals. In 2024, Informatica earned 15,000 certifications, up over 20% year-to-year. Vendor sentiment and our own conversations with enterprise IT decision makers suggest that for AI to effectively scale, data needs to be in the cloud. As such, modernization will continue to be a big focus for Informatica and its partners through 2025. This includes AI-powered modernization and potentially using the new CLAIRE Agents, specifically Modernization, to help migrate on-premises data to IDMC. When it comes to agentic AI, Informatica’s new innovations should open new doors for services partners to not only modernize data management tasks ahead of GenAI deployments but also help clients create new custom agents (using AI Agent Engineering), including those tailored to certain industries, and make them relevant within existing workflows.

 

Between the technology partners and GSIs, Informatica works with a robust ecosystem of partners in a triparty approach, where resources from a hyperscaler, GSI and Informatica are brought together to help customers modernize their data faster and, by default, hasten AI’s time to value. When we survey and speak to alliance decision makers at IT services firms, data management comes up as one of the top areas for partner-led growth, signaling to the ecosystem that they will continue to invest in resources to guide conversations with customers with the technology maturity to address the data foundations ahead of GenAI.

Conclusion

Agentic AI has a lot of promise but also some challenges. The proliferation of AI agents will create more best-of-breed complexity — which we know customers are trying to move away from — and heighten concerns around data privacy and governance. Informatica’s move into the agentic AI space with both CLAIRE Agents and AI Agent Engineering is certainly in step with the market; we all know AI agents do not exist in silos, so Informatica’s ability to work within its ecosystem of tech partners and connect agents in a vendor-neutral way is particularly compelling. Meanwhile, Informatica’s robust engineering relationships with the hyperscalers, as evidenced by Informatica’s Data Quality integration with Microsoft Fabric, will continue to elevate its standing with the big GSIs and foster a compelling triparty alliance approach focused on helping customers get their data ready for AI.

*After Informatica World, on May 27, Informatica entered into an agreement to be acquired by Salesforce. Informatica will continue to operate as a stand-alone entity until the acquisition closes, likely in Salesforce’s FY27. Please see TBR’s Salesforce coverage for further insights.

Oracle pivots around data intelligence, owing to its full-stack approach

Oracle has long offered a modern analytics stack tailored to multiple personas and workloads, such as through the Oracle Analytics Cloud (OAC) and Autonomous Data Warehouse (ADW), coupled with the operational data — where the true value exists — in Oracle’s Fusion, NetSuite and Industry Applications. But the 2023 launch of Fusion Data Intelligence (FDI) marked a major shift in Oracle’s analytics strategy and early vision for data intelligence, where data is used not only for static reporting of one-and-done use cases but also for continual predictive insights made possible by AI.
 
As a reminder, Oracle delivers FDI as a single-SKU application, an approach not all peers take, so Fusion customers are connected to their data through the quarterly Fusion updates, potentially causing minimal disruption to the workflow, which is an important enabler of data intelligence. From a technical perspective, FDI also comes with prebuilt AI and machine learning (ML) models, data science capabilities, and even its own separate set of intelligent applications (e.g., Supply Chain Command Center) that are persona-specific, allowing customers to act on a particular use case without leaving FDI, which is now the fastest-growing application across the entire Oracle corporation.
 

 
Importantly though, effective data intelligence is about not only the application but also the underlying architecture and whether it can effectively support structured and unstructured data for complex analytics use cases. We all know Oracle Cloud Infrastructure (OCI) has become a critical component of Oracle’s business, and because of the infrastructure layer, Oracle has a top-down advantage that many other players cannot provide.
 
The 2024 launch of Intelligent Data Lake reaffirmed how Oracle wants to further bridge the gap between applications and infrastructure, with an architecture that integrates with ADW and OAC. Essentially, Intelligent Data Lake is a reworking of existing OCI capabilities, such as cataloging and integration, to create a single abstraction layer that, in true data lake fashion, allows customers to query data on object storage, with support for popular data format frameworks including Apache Iceberg.
 
Many peers have been moving more squarely into the data lake space to make it easier for customers to build AI applications on top of a single copy of data. But in the case of Oracle, Intelligent Data Lake serves as the glue between the infrastructure and applications. With Intelligent Data Lake, Oracle has essentially redelivered its analytics tools as part of the Data Intelligence Platform, offering another key layer that could make the case for best-of-breed customers to consolidate more of their data and business intelligence estates on Oracle.
 
Regarding those application components, customers can leverage FDI as a single product, but this extends to NetSuite, Oracle Health (Cerner) and Industry Applications. For instance, last year Oracle launched Energy & Water Data Intelligence, leveraging insights from Industry Applications like Oracle Utilities Customer Cloud Service. More notably, as Oracle pivots around data intelligence, the company is taking steps to help customers access non-Oracle data sources.
 
For instance, last year Oracle launched a native Salesforce integration with FDI so customers can combine their CRM and Fusion data within the lakehouse architecture. This means Oracle customers can access Salesforce data with FDI the same way they can with Fusion. It will be interesting to see if Oracle more aggressively expands the data ecosystem in the future, particularly within the back office, to deliver FDI’s value to those outside the Oracle SaaS base.

FDI aligns with partners’ digital transformation ambitions

One of the compelling things about Oracle’s full-stack approach to analytics, from infrastructure up to applications, is that it prevents Oracle from getting caught up in a traditional BI RFP and instead enables the company to sell Oracle Data Intelligence as part of a broader enterprise transformation, which aligns with global systems integrators’ (GSIs) business models. Today, most of GSIs’ Oracle business comes from the applications side, and doing a Fusion SaaS implementation (e.g., ERP, HCM [human capital management]) and then introducing FDI to break down integration barriers and ultimately make those Fusion apps more “intelligent” appears to be a common motion.
 
In some cases, FDI is also displacing different components of a build-your-own data strategy. For example, we recently heard a compelling example from Infosys, which modernized a customer’s analytics stack by migrating from Snowflake and Informatica to FDI, which was then integrated with external systems, including NetSuite. In a scenario like this, it is clear that having a lot of data in the Oracle ecosystem can influence a customer’s decision to consolidate on FDI, but it also speaks to the role Oracle plays on the infrastructure side, as FDI address not only the analytics pieces but also the underlying data tasks, including the data pipelines, and absorb system-level tasks like ETL (Extract, Transform, Load).
 
Oracle’s full-stack approach to analytics makes a compelling case for consolidation, helping partners create value by eliminating disparate integrations and unlocking ROI. This is particularly true for partners that are perhaps willing to abandon the typical tech-agnostic approach and recommend Oracle as the primary choice from a data and analytics perspective. If Oracle engages a broader external data ecosystem in the future, as discussed above, partners will need to make sure they look beyond the applications layer and leverage Oracle’s broad PaaS and IaaS capabilities for custom development use cases.