software AM market analysis — 2026-09-19

Enterprise software demand is turning on execution rather than access. NVIDIA’s latest state-of-AI reporting describes budgets shifting toward optimising workflows already in production and extending AI into new business functions, a sign that the market has moved past the initial rollout phase.

Box frames workflow automation as conditional on two factors: clear benefit to employees and disciplined security practice, with adoption trailing wherever either is weak. Keyhole Software makes a parallel point about AI coding tools, arguing they gain credibility only when folded into governed, established delivery processes rather than deployed as standalone tooling.

ISG’s subscription research adds a commercial layer, noting that pricing structure shapes how and when revenue is recognised, which matters for how durable this AI-linked spending proves to be. Taken together, the sources point to a market rewarding vendors that can show integration, governance and measurable operational gains, with less patience for pilots that stall before reaching production.