A Nuvama report states the Indian IT services sector is poised to emerge stronger from Gen AI disruption, with a net increase in its total addressable market despite near-term volatility. Enterprises are currently in an experimental phase with pilot projects, but will rely heavily on IT firms for large-scale implementation, following both cautious upgrades and new AI-first deployments.
The adoption is expected to bring higher-value services with potential for increased billing rates and significant productivity gains, already averaging 15-18% efficiency improvements. Rather than causing large-scale job losses, the disruption is likely to drive role evolution and workforce reskilling, reinforcing the strategic partnership between global AI platforms and Indian IT services companies for integration and deployment.
Main Topics: Impact of Generative AI on Indian IT services; Market growth and adoption phases; Productivity and billing changes; Workforce transformation; Strategic role of IT firms in AI implementation.
The Indian IT services sector is likely to emerge stronger from the ongoing generative artificial intelligence (Gen AI) disruption. The technology is likely to expand the industry's addressable market even as near-term volatility persists.
According to a report by Nuvama, enterprise adoption of Gen AI is still evolving, but the long-term outlook for Indian IT companies remains positive. The report said, "It maintains that the Indian IT Services industry will come out stronger from the Gen AI disruption, with a net increase in its TAM, just like the earlier disruptions."
The report added that while the pace of technological change may create short-term uncertainty, the medium- to long-term growth outlook for the sector remains favourable. "We remain positive on the sector from a medium to long-term view; near-term volatility might persist," it noted.
It believes that large enterprises will continue to rely on IT services providers to implement AI solutions at scale. According to the report, "enterprise clients shall have to come to IT services companies for any Gen AI implementation," reinforcing the strategic role of Indian IT firms in the evolving technology landscape.
The transition is expected to follow two distinct adoption tracks: upgrades within existing systems and AI-first deployments in new projects. The report noted that "Brownfield changes are cautious and phased; Greenfield projects adopt latest AI-enabled architectures from the start."
In the near term, companies are experimenting with AI capabilities through pilot projects. "Enterprises are currently testing Gen AI through PoCs and selectively injecting capabilities into ongoing projects," the report said, while adding that long-term outsourcing contracts may slow rapid replacement of legacy systems.
However, AI-led services are likely to command higher value. The report noted that new AI capabilities could attract "higher billing rates (~30-40% delta for certain new skills)," even as some traditional full-time employee (FTE)-based revenue streams face pressure.
Productivity gains from AI adoption are already becoming visible. According to the report, "Gen AI and agentic AI deployments are now delivering ~15-18% improvement on average with some cases reaching ~30-35% efficiency gains."
Despite concerns around automation, the sector is unlikely to see large-scale job losses. Instead, the report said organisations are prioritising workforce transformation. "Rather than significant job losses, the industry is likely to experience role evolution and workforce reskilling," it noted.
The study also highlighted that global AI platform providers will continue to rely on IT services firms for enterprise deployments. "While platform companies... control core AI platforms, IT services firms remain essential partners for integration, customisation and enterprise deployment," the report added.
The report says the next phase of AI adoption will reinforce the relevance of Indian IT services companies as enterprises seek partners capable of integrating AI with complex legacy systems and large-scale enterprise workflows.
According to a report by Nuvama, enterprise adoption of Gen AI is still evolving, but the long-term outlook for Indian IT companies remains positive. The report said, "It maintains that the Indian IT Services industry will come out stronger from the Gen AI disruption, with a net increase in its TAM, just like the earlier disruptions."
The report added that while the pace of technological change may create short-term uncertainty, the medium- to long-term growth outlook for the sector remains favourable. "We remain positive on the sector from a medium to long-term view; near-term volatility might persist," it noted.
It believes that large enterprises will continue to rely on IT services providers to implement AI solutions at scale. According to the report, "enterprise clients shall have to come to IT services companies for any Gen AI implementation," reinforcing the strategic role of Indian IT firms in the evolving technology landscape.
The transition is expected to follow two distinct adoption tracks: upgrades within existing systems and AI-first deployments in new projects. The report noted that "Brownfield changes are cautious and phased; Greenfield projects adopt latest AI-enabled architectures from the start."
In the near term, companies are experimenting with AI capabilities through pilot projects. "Enterprises are currently testing Gen AI through PoCs and selectively injecting capabilities into ongoing projects," the report said, while adding that long-term outsourcing contracts may slow rapid replacement of legacy systems.
However, AI-led services are likely to command higher value. The report noted that new AI capabilities could attract "higher billing rates (~30-40% delta for certain new skills)," even as some traditional full-time employee (FTE)-based revenue streams face pressure.
Productivity gains from AI adoption are already becoming visible. According to the report, "Gen AI and agentic AI deployments are now delivering ~15-18% improvement on average with some cases reaching ~30-35% efficiency gains."
Despite concerns around automation, the sector is unlikely to see large-scale job losses. Instead, the report said organisations are prioritising workforce transformation. "Rather than significant job losses, the industry is likely to experience role evolution and workforce reskilling," it noted.
The study also highlighted that global AI platform providers will continue to rely on IT services firms for enterprise deployments. "While platform companies... control core AI platforms, IT services firms remain essential partners for integration, customisation and enterprise deployment," the report added.
The report says the next phase of AI adoption will reinforce the relevance of Indian IT services companies as enterprises seek partners capable of integrating AI with complex legacy systems and large-scale enterprise workflows.
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