NTT DATA, citing research with Everest Group, said integrated operating models and increased focus on frontline workers will be key drivers of competitive advantage by 2030.

The study found that 81% of enterprises expect to unify workplace, network, and field services into a single platform, while nearly 84% believe frontline investments will generate higher returns, despite limited current prioritization.

The report also highlights the growing role of AI, with widespread adoption of multiple AI assistants and edge-based decision-making expected to significantly boost productivity and reshape digital workplace strategies.