AI should own this stage of the services customer lifecycle, but no one has stepped up
Buyers don't wait for a signature to start judging whether a vendor can deliver. They're doing it earlier, during scoping, during the pricing conversation, sometimes before a single meeting with the delivery team. That shift has already happened in how the market buys. What hasn't happened yet, according to the Technology Services edition of the 2026 Global Service Dynamics Report, is a matching shift in where technology companies put their attention.
The new report followed 613 IT and technology leaders through the full arc of the customer relationship, from the first proposal to the next renewal. Only eight percent of those leaders rank scoping, pricing, and proposal development among the areas that would benefit most from AI investment over the next year, dead last among eight stages measured, and the clearest opening in this report for whoever moves first.
None of these respondents see services as a side business....
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