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The USD 200 Bn Identity Crisis: The Rise of Accidental Product Companies

The USD 200 Bn Identity Crisis: The Rise of Accidental Product Companies

10 Jul, 2026

For decades, Global System Integrators (GSIs) played a well-defined role in the enterprise technology ecosystem. They implemented enterprise platforms, delivered large-scale transformation programs, and helped organizations realize value from technologies built by ISVs and hyperscalers. Artificial Intelligence is changing that.

Today, GSIs are building reusable AI platforms, proprietary IP, orchestration layers, and industry-specific AI solutions. In doing so, they are expanding beyond traditional implementation and reshaping the enterprise AI ecosystem.

For ISVs and hyperscalers, this changes the competitive equation. The implementation partners they once enabled are now building the platform layers that sit between them and the enterprise customer. Traditional roles are converging. Ecosystem boundaries are blurring. Ownership of the orchestration layer is emerging as the next strategic battleground in enterprise AI.

This Point of View Examines

  • How AI is redefining the role of GSIs
  • The strategic shifts reshaping enterprise AI ecosystems
  • What these changes mean for ISVs and hyperscalers
  • How to drive platform-led growth in an evolving AI ecosystem

Download the POV to discover what GSI AI productization means for your platform strategy.

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  • The Usd 200 Bn Identity Crisis The Rise Of Accidental Product Companies Report 2026 1783661042 1
  • The Usd 200 Bn Identity Crisis The Rise Of Accidental Product Companies Report 2026 1783661042 2
  • The Usd 200 Bn Identity Crisis The Rise Of Accidental Product Companies Report 2026 1783661042 3
  • The Usd 200 Bn Identity Crisis The Rise Of Accidental Product Companies Report 2026 1783661042 4

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VIEW Report
left arrow
right arrow
  • The Usd 200 Bn Identity Crisis The Rise Of Accidental Product Companies Report 2026 1783661042 1
  • The Usd 200 Bn Identity Crisis The Rise Of Accidental Product Companies Report 2026 1783661042 2
  • The Usd 200 Bn Identity Crisis The Rise Of Accidental Product Companies Report 2026 1783661042 3
  • The Usd 200 Bn Identity Crisis The Rise Of Accidental Product Companies Report 2026 1783661042 4
DOWNLOAD THE POV
Authors:
Rajat Kohli, Partner, Zinnov
Atul Srivastava, Principal, Zinnov
Ridhi Kalra, Engagement Manager, Zinnov
Swapnil Jain, Consultant II, Zinnov

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