Technology, Media & Telecoms enter 2026 with a clear imperative: to move beyond pilots and make AI strategy real.

After a tougher-than-expected 2025, where economic uncertainty held back tech investment, boardrooms have shifted from debating the unknown to accepting the new normal and adopting operational AI to drive efficiency and shape product strategy.

Neil Bellamy, our Head of Technology, Media & Telecoms, says: “The era of AI experimentation is over. In 2026, tech boards must understand – deeply – how AI will reshape their market opportunity and competitive position.

“Strategy, pricing, and product need to be rebuilt for an AI-first world. Future Fit TMT leaders will couple AI-driven efficiency with smart commercial models and a clear talent narrative - motivating people for an AI age rather than alarming them.”

AI is moving centre stage. Traditional pricing models - whether software priced per human user or consulting billed by day rates - are being disrupted as machines do more of the work. Usage and outcome-based pricing will become the norm but implementing it is complex and demands new revenue operations, data, and client education.

Winning net-new customers will remain hard. The 2021 post Covid surge isn’t returning, and laser sharp go-to-market - anchored in deep technical credibility or vertical expertise - will be essential. “Jack of all trades” propositions may struggle for traction.

Greater economic certainty - including the prospect of further interest rate cuts - could unlock confidence and fuel growth. Meanwhile, firms that embrace operational AI (“doing more with the same resource”) and invest in sustainable partnerships will be positioned for durable value creation.

• Technology: Properly assess your AI market opportunity before setting strategy. Ask: How will AI impact your TAM and competitive dynamics? Another pilot isn’t the answer.
• Talent: Treat operational AI as the baseline. Build an AI talent strategy - skills, attributes, and communications that motivate, not worry. Don’t “automate out” entry-level pathways.
• Sustainable supply chain & partnerships: Scrutinise your tech stack and M&A. Legacy cloud/SaaS may look cheap - ask why. Firms with AI-powered solutions are more likely to deliver long-term, sustainable growth.

Many expected an AI-fuelled growth cycle. Instead, uncertainty muted investment. The positive shift? Board conversations moved from hesitation to implementation - first to improve operations, next to re-think products and services for 2026.

Neil says: “Last year proved that efficiency comes first. This year is about turning efficiency into advantage - pricing it right, packaging it credibly, and scaling it sustainably.” 

Dive into the full set of 2026 sector insights and discover our practical guidance to get your business Future Fit for 2026: Sector Trends