Its fourth annual Direction of Technology report is based on the thoughts of 1,400 IT resellers and solution providers across 40 countries. Most of them apparently believe AI is now a “competitive necessity,” with three-quarters calling it essential to their future. Given the current industry groupthink, anything less would have been heresy.

TD SYNNEX chief executive Patrick Zammit said: “This year’s DoT report shows that leadership comes from building resilience in core technologies, while leaning into next-generation technologies, services and specialisation.” Which is corporate-speak for flogging more services while pretending it is all about innovation.

The report trots out six global “trends” shaping IT in 2025. First up, AI is supposedly the foundation of market leadership, with partners told they must differentiate through gimmicks like AI-powered cybersecurity (58.4 per cent) or automation (54.3 per cent).

Security remains a “battleground,” with 80 per cent of partners offering at least one product, although AI-driven attacks are now keeping them awake at night.

Scale is apparently out and “specialisation” is in, with customers supposedly caring more about industry expertise than price. Nearly 70 per cent of leaders say they cannot find enough talent, especially in AI, data and cybersecurity. This has given the report an excuse to suggest partners “redesign operating models” for the AI era.

Despite ongoing economic headaches, 66 per cent of partners reported revenue increases. ISVs and professional services firms are declared the “new winners,” thanks to portfolios stuffed with AI, analytics and other fashionable buzzwords.

Corporate VP Jill Kermes claimed: “This year’s findings underscore that the next wave of growth will come from those who are reimagining business models and harnessing AI, services, and specialisation to shape what comes next.” Which loosely translates to “keep buying consultancy and cloud add-ons, please.”