An ISG Provider Lens® report highlights that US enterprises are increasingly focused on the measurable value of AI, driving organizations to unify their data, productivity, and cloud capabilities.
A new research report from Information Services Group (ISG), a global technology research and advisory firm, states that US companies are integrating Microsoft's AI and cloud capabilities into AI-native operational models to enhance business performance.
The report indicates that enterprises are merging AI, data, analytics, and productivity technologies into a unified environment to achieve continuous automation and business intelligence. Intensifying economic pressures and stricter scrutiny of technology spending are compelling businesses to demand more measurable business outcomes, predictable costs, and faster realization of value from AI and cloud investments.
Bill Huber, Partner at ISG Digital Platforms & Solutions, commented, "Enterprise AI is entering a phase where economic discipline is as crucial as technical capability. Organizations are moving beyond single AI tools, focusing on redesigning workflows, simplifying technology environments, and creating business value. Platforms like Microsoft are benefiting as companies increasingly prefer integrated operational models over isolated solutions."
Companies are embedding Microsoft Fabric, Azure OpenAI, and Copilot into business applications, productivity tools, and data platforms, deeply integrating AI into business processes. This integrated intelligence supports continuous optimization, real-time insights, and more consistent business execution across multiple functions. A unified platform also simplifies the technology landscape, helping organizations lay the groundwork for scalable, long-term AI application.
US firms are changing how they consume Azure services, with increased usage of AI-intensive applications, real-time analytics, and data-centric architectures driving a focus on cost transparency, resource optimization, and financial accountability. This shift is promoting the adoption of FinOps practices. Enterprises are also showing a preference for platform-based operational models over one-off implementations, as they better support continuous improvement and measurable business results.
As AI adoption expands, US organizations are strengthening responsible AI frameworks. Many are establishing AI Centers of Excellence, policy-based controls, and continuous monitoring to improve visibility and maintain trustworthy AI operations. ISG notes a growing preference among businesses for pre-integrated AI solutions in the Microsoft commercial marketplace, which offer security, transparent pricing, and proven architecture.
Dr. Tapati Bandopadhyay, the report's author, stated, "Successful Microsoft AI projects combine scalable platforms with rigorous execution and trustworthy operational practices. Service providers help enterprises build repeatable frameworks, enabling them to scale AI adoption while aligning technology investments with business goals."
The report also explores other trends within the Microsoft AI and cloud ecosystem, including growing demand for AI-driven managed services and the increasing prevalence of multi-agent AI systems that support autonomous workflows and real-time decision-making.
The report evaluated the capabilities of 35 service providers across four quadrants. Accenture and Avanade, Cognizant, DXC Technology, HCLTech, Hexaware, Infosys, NTT DATA, Rackspace Technology, and TCS were named Leaders in all four quadrants. LTM was named a Leader in three quadrants. Capgemini, Coforge, Genpact, IBM, and Kyndryl were each named a Leader in one quadrant.
Furthermore, Coforge and Tech Mahindra were named Rising Stars in two quadrants, while Brillio, Genpact, Kyndryl, and Persistent Systems were each named a Rising Star in one quadrant.
Regarding customer experience, Wipro was recognized as the 2026 Global ISG CX Star Performer among Microsoft ecosystem providers. Wipro achieved the highest customer satisfaction score in the ISG Voice of the Customer survey, part of the ISG Star of Excellence™ program, a premier quality recognition in the technology and business services industry.
Comments