EMEA Partners in 2026: Becoming AI Centric to Stay Relevant and Profitable

This IDC Market Note examines how EMEA partners can become AI centric in 2026, focusing on service opportunities, ecosystem complexity, and the skills required to succeed. It also addresses the delicate balance between maximizing vendor incentives and maintaining customer trust, explains why multiple partner archetypes will coexist within collaborative ecosystems, and links partner transformation to top business priorities and market dynamics.EMEA partners in 2026 face a dual imperative: remain relevant to customers and vendors while building profitable, scalable models. This requires a mindset shift from vendor specialist to ecosystem architect, underpinned by AI-centric services, compliance expertise, and IP-led differentiation. Those who embrace orchestration and co-selling, while maintaining trust and collaborating within ecosystems, will dominate the next wave of enterprise transformation - especially as investment and consolidation reshape the partner landscape. Success will ultimately hinge on a cultural shift toward relationship-led engagement, enabling partners to deliver long-term value and better customer outcomes.