Telarus Releases Report on AI and Emerging IT Priorities

Telarus, a Utah-based technology services distributor (TSD), has released its third annual trends report as a service to the company’s network of technology advisors and consultants.

This year’s edition of the Telarus Tech Trends Report points to AI remaining at the top of the list with 58% of buyers identifying AI as their top priority in 2025, compared to 53% in 2024 and 13% in 2023. Despite this, just 13% of tech advisors say they feel “very prepared” to sell AI-powered solutions.

Mid-market companies are pulling ahead in AI adoption, compared to enterprise organizations, according to the report. At the same time, 92% of mid-market companies expect IT budget increases this year. Of that spend, the bulk is expected in software over headcount.

Buyers continue to prioritize platforms that improve communication, security, and performance. The top revenue generators now include UCaaS (73%), networking (66%) and cybersecurity (53%).

Notably, 96% of mid-market respondents said they are interested in working with advisors, while nearly one-third of enterprise buyers agreed. As the report explains, “buyers today are looking for more than just technology. Increasingly, they are seeking strategic advisors to guide them through complex decisions.”

“This year’s findings don’t just track where IT dollars are going—they spotlight where advisors can lead the conversation, deliver clarity in the chaos of AI adoption, and prove their value as strategic growth partners,” said Adam Edwards, CEO of Telarus. “Our commitment is to provide advisors with not just data, but trusted thought leadership they can act on immediately.”

The Telarus Tech Trends Report: 3rd Edition contains insights from nearly 400 IT buyers and more than 450 technology advisors. The report was commissioned by Telarus and conducted by two independent research firms. All studies were administered in May 2025.

Channel Impact^®
The 2025-26 edition presents opportunities around AI and shifting IT buyer needs, while also highlighting key differences between enterprise and mid-market strategies. The report also reveals the top-selling technologies in the channel, along with recommendations to help advisors deepen relationships and maximize growth opportunities with new and existing clients.