Tech industry looks to turn the promise of AI into reality in 2025

• Drive pricing that corresponds to customer value and outcomes

• Rethink and reinvent business models and processes for an AI-first era

SINGAPORE, 13 FEBRUARY 2025. Throughout 2024, new artificial intelligence (AI) capabilities continued to develop at a rapid pace, highlighting the need for technology businesses to reshape, reposition and innovate in a world led by the promise of generative AI (GenAI). AI is now largely accepted as key to future success in virtually every industry, and it is time for technology companies to seize the opportunities to translate the potential of AI into performance, both internally and for customers. This is one of the top 10 opportunities for technology companies according to an EY article, Top 10 opportunities for technology companies in 2025.

While AI use cases and copilot deployments surged across industries with significant across-the-board investments, many AI projects reached a plateau as companies were not fully prepared for the cost and necessary organization-wide transformation.

Joongshik Wang, EY-Parthenon Asia-Pacific Leader, also EY Asean Telecommunications, Media & Technology Sector Leader, says:
“In Asean, technology companies face additional unique challenges, further complicating their ability to fully capitalize on AI advancements. These include uneven digital readiness across the region, stemming from disparities in infrastructure and regulation, and limited access to AI capabilities such as large-scale AI providers and talent. We also observe that the focus of AI projects has shifted from specific AI use cases to the ability to integrate AI while maintaining security and ensuring commercial viability.”

Tech companies can speed up customer AI adoption by first transforming themselves

Technology companies need to focus on leading by example to demonstrate their own transformation journey - using their own products - to drive a parallel AI-powered reinvention in their own operating model.

Wang adds:
“We often advise clients to adopt a ‘future-back’ approach – focusing on business-centric solutions rather than technology-led initiatives. Technology investments should align with the company's strategic business objectives and long-term vision. Strategic prioritization is essential, which is where the EY.ai Value Accelerator comes into play. This approach guides clients to identify value-based use cases, conduct a thorough assessment of internal capabilities and analyze the cost of execution. A cost-benefit analysis that considers the impact on EBITDA (earnings before interest, taxes, depreciation and amortization) margins ensures that investments are both strategic and financially sound.”

The full list of top 10 opportunities in technology for 2025 are:

1. Deliver on the promise of AI
2. Drive growth and optimize customer experience through an agentic AI future
3. Adopt outcome-based pricing models to supplement subscription and consumption offerings
4. Demonstrate the power of an AI-first operating model
5. Focus on data strategy and right-sizing cloud investments
6. Empower your workforce of the future with innovative training
7. Improve strategic decision making by embedding tax and legal functions at the outset of AI transformations
8. Inject AI into cyber defenses
9. Move beyond contingency funds to free up capital to invest in emerging technologies
10. Shape the agenda with incoming regulators

The full report with the top 10 opportunities can be found here.

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About Top Ten Opportunities for Technology Companies in 2025

In compiling the Top 10 Opportunities for Technology Companies in 2025, an annual EY article, a balanced view has been provided of the potential actions for tech companies across various growth and operational improvement opportunities. This year’s article features an analysis of desk research that was then supplemented with additional insights and recommendations from EY member firm technology partners and EY tech industry professionals.