ISG to Study Services for AI-based Telecom, Media Transformation

Key Terms

generative ai medical

Generative AI is a type of computer technology that can create new content, like text, images, or music, on its own. It’s important because it can produce realistic and useful material quickly, which could change how we create art, write stories, or even develop new products. Think of it as a smart robot that can invent and produce things almost like a human.

agentic ai technical

Agentic AI refers to computer systems that can make their own decisions and take actions without needing someone to tell them what to do each time. It's like giving a robot a degree of independence to solve problems or achieve goals on its own, which matters because it could change how we work and interact with technology in everyday life.

cloud-native architectures technical

Cloud-native architectures are software designs built to run in cloud computing environments, breaking applications into small independent pieces that can be updated and scaled on demand. For investors, they matter because companies using these designs can deliver new features faster, absorb traffic spikes without large upfront hardware spending, and reduce downtime—similar to renting flexible office space instead of owning a fixed building, which can improve growth speed and cost predictability.

software-defined systems technical

Software-defined systems are computing or infrastructure setups where functions normally tied to physical hardware are implemented and controlled by software, so behavior and capacity can be changed by updating code instead of replacing equipment. For investors, this matters because it can lower capital and operating costs, speed rollouts and innovation, and improve scalability and resilience—akin to changing a TV channel with a remote rather than rebuilding the set—which can influence profitability and competitive position.

over-the-top (ott) technical

Over-the-top (OTT) describes video, audio or messaging services delivered directly to consumers over the internet instead of through traditional cable, satellite or phone-company systems. For investors, OTT signals a different business model—revenue comes from subscriptions, ads or direct purchases and success depends on subscriber growth, retention and content costs—so it changes where and how media companies make money, similar to shops selling directly online rather than through a mall.

adtech financial

Adtech is the set of software, platforms and data tools that buy, sell and measure digital advertising across websites, apps and streaming services. Think of it as a digital marketplace and toolkit that helps advertisers find the right audiences, publishers sell space, and both sides track what works; for investors it drives revenue growth, efficiency and competitive edge but also exposes companies to shifting privacy rules and technology risks.

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Upcoming ISG Provider Lens^® reports will evaluate providers helping telecom, media and entertainment firms modernize operating models with AI

STAMFORD, Conn.--(BUSINESS WIRE)-- Information Services Group (ISG) (Nasdaq: III), a global AI-centered technology research and advisory firm, has launched a research study examining service providers that help telecom, media and entertainment enterprises adopt AI-native operating models for engineering, operations and monetization.

The study results will be published in a series of comprehensive ISG Provider Lens^® reports, called Telecom, Media and Entertainment AI-Native Transformation Services, scheduled to be released in October 2026. The reports will cover companies transforming engineering and business operations for telecom enterprises and modernizing media content management, customer experience and monetization for media and entertainment companies.

Enterprise buyers will be able to use the reports’ insights to evaluate their current vendor relationships, identify potential new engagements and compare available offerings. ISG advisors will use the research to guide clients through increasingly complex transformation and platform investment decisions.

Telecom, media and entertainment enterprises are shifting toward AI-native, platform-centric operating models as they seek to connect engineering, operations and revenue functions more closely. Telecom companies are modernizing networks with cloud-native architectures, software-defined systems and API-based platforms, while media firms are reworking content supply chains and streaming platforms to support more personalized experiences. Across both industries, enterprises are embedding generative AI and agentic AI into workflows to improve decision-making, automate execution and create new revenue opportunities.

“The telecom and media industries are bringing AI into the core of their operating models,” said Iain Fisher, director at ISG. “Service providers play important roles in initiatives to redesign platforms, integrate data and AI foundations and turn new capabilities into measurable business value.”

ISG has distributed surveys to more than 80 providers of AI-native transformation services to telecom, media and entertainment companies. Working in collaboration with ISG’s global advisors, the research team will produce five reports encompassing nine quadrants representing the services typical telecom, media and entertainment enterprises are buying, based on ISG’s experience working with its clients. The five reports are:

Strategic Transformation and Ecosystem Services, containing the following quadrant:

• Strategic Advisory and Enablement Services, evaluating providers that help enterprises redesign business models, operating structures and value chains while carrying out AI-native transformation programs.

Telecom Transformation & Engineering Services, with the following quadrants:

• AI-Led Telco Engineering and Software Services, assessing providers that help telecom enterprises design, build and modernize cloud-native, software-defined and API-driven architectures.
• Satellite and Non-Terrestrial Network Services, covering providers that deliver IT, engineering and integration services for satellite and hybrid terrestrial-satellite environments.

Telecom Autonomous IT & Business Operations Services, with the following quadrants:

• Autonomous Telecom IT and Business Operations, evaluating providers that embed AI into telecom workflows for real-time, closed-loop execution across network, IT and business operations.
• AI-Driven Customer and Revenue Operations, assessing providers that transform telecom customer, revenue and engagement operations using AI-enabled service models.

Content, Experience & Interactive Services, with the following quadrants:

• AI-Driven Content Operations and Supply Chain Services, covering providers that use AI, automation and cloud capabilities to modernize content workflows from ingestion through distribution.
• OTT, Streaming and Audience Experience Services, evaluating providers that help media enterprises design, deliver and optimize consumer-facing digital experiences across platforms.

Monetization & Platform Transformation Services, with the following quadrants:

• Media Cloud and Platform Engineering Services, assessing providers that modernize over-the-top (OTT) back ends, media platforms, streaming infrastructure and related cloud operations.
• AI-Driven Monetization, AdTech and Revenue Operations, covering providers that help media and entertainment enterprises integrate monetization architectures, advertising technology and revenue operations.

The reports will cover the global telecom, media and entertainment AI-native transformation services market. ISG analyst Yash Jethani will serve as author of the reports.

A list of identified providers and vendors and further details on the study are available in this digital brochure. Companies not listed as telecom, media and entertainment AI-native transformation service providers can contact ISG and ask to be included in the study.

All 2026 ISG Provider Lens evaluations feature expanded customer experience (CX) data capturing real-world enterprise feedback on specific provider services and solutions, based on ISG’s continuous CX research.

About ISG

ISG (Nasdaq: III) is a global AI-centered technology research and advisory firm. A trusted partner to more than 900 clients, including 75 of the world’s top 100 enterprises, ISG is a long-time leader in technology and business services that is now at the forefront of leveraging AI to help organizations achieve operational excellence and faster growth. The firm, founded in 2006, is known for its proprietary market data and research, in-depth knowledge and governance of provider ecosystems, and the expertise of its 1,500 professionals worldwide working together to help clients maximize the value of their technology investments.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260611514115/en/

Press Contacts:

Laura Hupprich, ISG
+1 203-517-3132
laura.hupprich@isg-one.com

Erik Arvidson, Matter Communications for ISG
+1 978-518-4542
isg@matternow.com

Source: Information Services Group, Inc.