The Voice of the Buyer 2025 research, like the symbolism of turtle doves, reflects harmony and collaboration — the critical need for IT and business decision-makers to align their strategies as they navigate the fast-changing world of technology.
From AI adoption to cybersecurity priorities, this research highlights the Top 5 insights enterprises are focussing on to drive transformation and innovation in the year ahead.
The Voice of the Buyer (VoB) survey represents the perspectives of 2,000 IT and business decision-makers and influencers from large enterprises across technology, retail, manufacturing, finance, and healthcare.
With respondents spanning North America, Europe, APAC, and LATAM, the research offers a comprehensive view of the challenges and priorities shaping enterprise transformation in 2025.
Connectivity is the cornerstone of digital success. The research reveals that 100% of respondents identified connectivity as a top priority, with key investments in cloud computing, IoT, and 5G networks.
These technologies enable hybrid work environments, operational efficiency, and real-time data access.
The key takeaway is that scalable, secure connectivity is essential to future-proofing enterprise operations. Verizon’s 5G smart factories are a good example of this, as they showcase the power of connectivity in enabling real-time decision-making.
AI is no longer a “nice-to-have” — it’s mission-critical.
With 40% of organisations actively implementing AI and 57% exploring or planning adoption, enterprises are using AI to streamline workflows and create new business models.
The critical lesson is that AI adoption should support business goals to deliver meaningful ROI and efficiency. Microsoft Copilot demonstrates how seamlessly integrating AI can redefine workplace productivity.
Read more: Almost half of businesses eye AI and big data training priority
As technology adoption accelerates, so do the risks.
63% of respondents highlighted cybersecurity as a top priority, with 85% allocating dedicated budgets to address emerging threats.
Proactive security measures, including zero-trust frameworks, are essential for safeguarding operations and data.
Critically, cybersecurity investments are being seen as non-negotiable to support innovation and protect enterprise growth.
Watch how Palo Alto Networks leads with AI-driven threat detection solutions that mitigate complex risks.
Data is the lifeblood of modern enterprises, but fragmented systems often prevent organisations from realising their full potential.
More than 50% of organisations are increasing investments in data analytics to enable real-time decision-making and drive competitive advantage.
The key insight is unified platforms that simplify access to actionable data are key to success.
A leading example of this is Snowflake’s data cloud helps enterprises break down silos and unlock real-time insights.
In an era of increasing data regulation, balancing privacy with personalisation is critical for success.
48% of respondents identified privacy and customer experience (CX) as strategic priorities, with transparency being a key driver of customer trust.
Enterprises must prioritise data privacy and transparency to enhance loyalty and future-proof CX.
Salesforce’s Customer 360 delivers personalised customer journeys while maintaining robust privacy compliance.
The Voice of the Buyer 2025 research highlights a vital message: aligning IT and Line of Business (LOB) priorities is crucial for driving enterprise transformation.
Whether it’s investing in AI, improving connectivity, or safeguarding data through robust cybersecurity, success will favour the agile and forward-thinking.
As we celebrate the 12 Days of TI’smas, let these insights inspire your strategy for 2025.
As turtle doves symbolise partnership and collaboration, this research reminds us that success lies in aligning innovation with business objectives. Interested in learning more? Let’s connect!
Happy Holidays from the TI Marketing Solutions team!
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