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Learn how GenAI is impacting buyer-vendor relationships and what is next in the evolution of their business models; how tech and services companies are using alliances to extend their reach within enterprises and across the larger GenAI — and emerging tech — ecosystem; and which consultancies, IT services vendors, cloud and software companies, and infrastructure players are best positioned for the next wave of GenAI adoption
Learn the potential impact of AI PCs on PC refresh cycles in 2025; how PC makers will set themselves apart; and expectations for the PC market overall in 2025 based on TBR’s latest research and analysis
Top hyperscalers Amazon Web Services (AWS) and Microsoft are capturing legacy Oracle and SAP workloads as customers continue to migrate to the cloud to not only outsource their IT operations but also drive lasting business value. Though the geopolitical outlook is increasingly uncertain, we expect customers will continue to prioritize more traditional “lift and shift” migrations, and steps vendors are taking to deliver more integrated solutions could help.
Of the three major focus areas for TBR’s 2025 predictions — strategy consulting, generative AI (GenAI) and ecosystem intelligence — the first may seem a long shot, the second too obvious to be new, and the third too well established to be changing much. All three will upend expectations in 2025 with wildly varying results for the IT services companies and consultancies that TBR tracks and for their technology partners.
Get insights into how AWS AI innovation is driving the flywheel effect, and discover the native services and building blocks offered by AWS to address specific use cases.
Technology continues to threaten the nature of consulting engagements, requiring consultancies to showcase value and deliver on outcomes. Greater investment in talent frameworks, structure and skill will equip staff to lead client discussions and effectively leverage technology to assist workflows. Partnerships remain a core piece of the technology integration, bringing in new expertise and go-to-market opportunities that enable consultancies to meet a wider variety of client needs. Client retention remains a priority across consultancies but will require the firms to effectively deliver value through services.
When OEMs first started releasing AI PCs, they shared expectations that the advent of this new product category would help drive the next major PC refresh cycle. However, even as vendors continue to roll out new generations of AI PCs containing increasingly powerful NPUs, adoption remains relatively slow. To build out the market and drive greater adoption of AI PCs over the next few years, silicon providers, PC OEMs and ISVs will need to collaborate around and invest in developing applications that increase the functionality of these devices beyond what can be achieved by a traditional, non-AI PC.
The revenue generated from generative AI (GenAI) offset some of the impact of cost-saving and expense-reduction efforts that defined the IT and cloud market in 2024. We expect some of that luster to fade in 2025, however, as the lack of a clear ROI from GenAI solutions will be a sticking point that slows investment in the coming year.
6G will ultimately happen, and commercial deployment of 6G-branded networks will likely begin in the late 2020s (following the ratification of 3rd Generation Partnership Project [3GPP] Release 21 standards, which is tentatively slated to be complete in 2028). However, it remains to be seen whether 6G will be a brand only or a legitimate set of truly differentiated features and capabilities that bring broad and significant value to CSPs and the global economy.
Since coming into office, the Biden administration has fueled an unprecedented federal IT bull market. While the White House’s proposed federal civilian technology budget of $75.1 billion for federal fiscal year 2025 (FFY25) is the smallest increase in several years (up less than 1% compared to $74.5 billion in FFY24), it is still an increase of more than 14% from $65.8 billion in FFY23, and up 25% from $60.1 billion in FFY21, the last year of the prior administration. FFY25 has started with a continuing resolution (CR), as have most of the last several fiscal year. The impact of the latest CR on the largest federal systems integrators may be limited to shorter-cycle programs in their order books, but some disruptions to larger, longer-term engagements are not out of the question.