With TBR’s Digital Transformation market and competitive intelligence research, gain insight into how technology and services firms are investing, going to market, partnering and more as they help enterprises transition to digital solutions.
Learn how IT and business buyers approach digital applications, platforms and services within the context of disruptive market trends and emerging opportunities. Additionally, examine and dissect IT vendors’ ecosystem management as well as investments, performance and go-to-market strategies in both mature and emerging areas, including blockchain, Industrial IoT, analytics, customer experience and innovation centers, and cloud.
A free trial of TBR’s Insights Center platform gives you access to our entire Digital Transformation research portfolio and the ability to customize and curate reports detailing our analysis based on your company’s specific needs. Start your free trial today!
Trends we’re watching in 2026:
- Customer experience becomes the battleground of AI for growth
- Data as the new (old) currency
- How vendor portfolio offerings evolve to avoid the GIGO (garbage-in-garbage-out) effect when on clients’ site
- Discretionary spend takes a new shape as IT buyers continue to shoulder more risk than the business, presenting an opportunity for vendors to deliver on service-level outcomes enabled by agents
Explore TBR Digital Transformation Coverage
Market & Competitor Benchmarks
Market and competitor benchmarks provide a comparison of vendor performance in a market, including analysis on vendor strategies, financial performance, go-to-market and resource management. The research graphically portrays comparisons of vendors by myriad metrics, calling out leaders, laggards and business models. Defensible, data-informed views of market opportunity and operational best practices are highlighted in each publication. TBR also provides benchmark data in Excel pivot tables.
Current Market & Competitor Benchmarks:
- Digital Transformation: Analytics Professional Services Benchmark
- Digital Transformation: Digital Marketing Services Benchmark
Customer Research
Ecosystem Reports
Market Landscapes
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The Fragmentation of AI Infrastructure: 3 Forces Reshaping the Market
/by Ben Carbonneau, Senior Data AnalystAs divides deepen, the AI infrastructure market is effectively splitting into distinct segments with different buyers, economics and competitive dynamics. Vendors and customers that continue to treat AI infrastructure as a single, homogeneous market risk misallocating capital, overestimating growth opportunities and underestimating emerging competitive threats.
Next 2026: Lakehouse and Agentic PaaS Push Google Cloud Closer to the Center of AI Value Creation
/by Catie Merrill, Senior AnalystAll hyperscalers tout themselves as “full-stack” to a degree, but Google Cloud’s distinct advantage is that it owns a leading frontier model, Gemini. Having Gemini deeply embedded throughout the portfolio creates a powerful flywheel effect that lets Google Cloud monetize AI in ways others cannot. At the same time, the value is shifting from the AI models themselves to how those models work with a growing set of tools and data to create value. From a repackaged PaaS layer to a revamped data stack, announcements at Google Cloud Next 2026 reinforce that this will be the company’s next chapter.