I looked at last year's newsletter, and the main challenges predicted for 2024 are still challenges for 2026! So, does the lack of change mean we didn't improve in 2025? Yes and no. Implementing ITAM is a continuous improvement program that never ends, so it's a program, not a project. Some of ITAM's challenges have also evolved and are different.

The key areas that will remain in focus include artificial intelligence, cybersecurity, cloud, the economy, and the new edition, noise.

Let's explore these topics and why they will likely be crucial in the coming year.



Artificial Intelligence (AI)

The hype has diminished a bit, but the spending has increased. Arvind Krishna, IBM's CEO, doesn't see the ROI given the spending on building new data centers. That math doesn't add up. While some benefits of AI have been obvious, companies are still struggling to implement it, and I think the reason is simple: a lack of complete, accurate data. The reason? In the US, it's simple: most companies are process-averse. It is a process that enables tools to generate and capture data. ITAM is a perfect example of the lack of accurate and complete data, regardless of what the talking heads spew.

I think there's a 70% chance the AI bubble will burst this year. Perhaps not as big as the dot-com bubble, but still significant. The only thing that will save the data center buildout will be new technology (quantum computing) and efficient energy delivery.

ITAM should be wary of anyone claiming that AI is ITAM's great savior and that their tool or service is the answer. AI can be a game-changer for ITAM, but only when we have the quantity and quality of data. To accelerate progress on the data challenge, it's past time to consider generating synthetic data. In the meantime, work on improving processes and data capture – we need more, a lot more!

Cyber Security

Unfortunately, AI has displaced cybersecurity as the hot topic. Vendors chase the problems they can sell a solution to. But the data needed for cybersecurity is also the data that AI requires. That's what makes ITAM investments so great!

Learn more from our self-paced "ITAM and Cyber Security Workshop" at https://www.itamiq.com/store#Cyber. In early 2026, we will release a new version reflecting updates to CIS and NIST's cybersecurity platforms. This update is free to everyone who has purchased the workshop.

Cloud

Another victim of the AY hype is ironically cloud. It's ironic because AI will be delivered as cloud services. FinOps, while valuable, seems to be finding its place among well-educated users. However, vendor communities are still trying to tout the relationship between FinOps and ITAM as something more special than other ITAM relationships. The fact remains that companies are still struggling to manage cloud assets, especially PaaS and IaaS.

Learn even more from our cloud asset management courses, SaaSAM and CAM. Details can be found at https://www.itamiq.com/cloud-asset-management.

The Economy

Economic uncertainty will continue into 2026 for the same reasons as last year – the US administration's policies, including tariffs and the devaluation of the dollar. As mentioned earlier, the cloud bubble burst will affect the economy because AI spending currently accounts for a significant share of the United States' GDP.

Noise

Vendors in the ITAM space continue to misrepresent the definition of ITAM and its value. They do this to sell their solutions, which is fine, but it's not helping the maturing of the ITAM profession; in fact, it's hurting ITAM. This can be seen in posts, articles, and marketing literature where ITAM and SAM, or ITAM and HAM, are represented as equal. Other examples are SAM is CAM or SAM is ITAM. Here are the facts: CAM, SAM, and HAM are specializations of ITAM. HAM began before ITAM and is the most mature. ITAM emerged with SAM to bring together HAM and SAM and declare ITAM a core competency spanning the entire organization, focused on delivering value to the IT investment. Anything different is just vendor speak. If an industry can't agree on what ITAM is, then how can executives have confidence in ITAM?

Final Words

Unfortunately, I see 2026 as more challenging than last year for ITAM, as it tries to justify its existence. ITAM is a very young profession, maybe 30 years young. That's younger than IT! IT asset managers will be faced with managing day-to-day operations, taking on new responsibilities, and improving the program, but perhaps with less staff due to downsizing. However, the most critical goal the IT asset manager must achieve is executive sponsorship, perhaps now more than ever.

Please contact me with any questions, comments, or if you just need to vent!

Thank you for reading. Have a great holiday season and keep learning!

Keith Rupnik