IDC’s Chris Marshall reveals why tech needs to scale smart

In the fast-moving world of digital innovation, companies are being urged to rethink not just their tools but their entire approach.

According to Dr Chris Marshall, Vice President at IDC Asia Pacific, the future of technology lies not in flashy concepts but in practical, measurable outcomes.

Marshall spoke to a crowd of hundreds of Agentic AI professionals during the Agentic Automation Summit in Sydney, where he admitted "we're not at the stage of sweeping transformation just yet."

"What we're seeing is more of a focus on immediate use cases and short-term fixes that actually deliver cost savings."

Marshall emphasised three key principles he believes will shape the next phase of technology use: efficiency, short-term pragmatism, and real financial benefit.

"Short-term fixes, even though they might seem modest, can lead to better decisions in the long run," he explained.

Following years of disruption driven by the pandemic, many organisations were forced to build resilience quickly. For Marshall, this period revealed key weaknesses but also opportunities. "People saw the importance of resilience during COVID. It wasn't just about productivity anymore - it was about survival and long-term strength."

While the potential of artificial intelligence and data technology continues to dominate boardroom discussions, Marshall stressed that most businesses still struggle to scale these solutions effectively.

"We've gone through a stage of hype," he said. "Now we're realising that most companies struggle to employ these technologies at any real scale."

Instead of grand digital overhauls, the market is shifting towards focused application.

"You often find technology is adopted on an individual use case basis. That's where the value is," he said. "We're changing how we work, but that change has to make sense in context."

For that change to take root, Marshall warned, investment in skills and applications is crucial.

"It's not just about having the right tools. It's about having the people and the capabilities to use them well. That means supporting these tools with proper training, context and strategy."

One of the most critical, and often overlooked, aspects of this digital push is data security.

"We don't think enough about security," Marshall noted. "It's not just a facility - it's a priority. Too often, it's an afterthought."

Marshall pointed to the need for a more strategic approach to technology adoption. "You've got to look at the supply chain, think about how different resources can be used. It's not just about throwing AI at a problem."

Indeed, he said many companies fall into the trap of seeking out complete, out-of-the-box solutions when they should be tailoring tools to their business realities.

"There is no one-size-fits-all. What works in one context might not work in another."

In terms of future trends, Marshall believes the focus will continue shifting toward "real systems" that deliver measurable improvements.

"The future is about recognising the business models that actually work," he said. "It's less about potential and more about execution."

That doesn't mean ambition is lacking. On the contrary, companies are increasingly open to experimentation - but it must be grounded in purpose. "Everyone's doing something. Everyone's testing," he said. "But the key question is: does it work, and can we scale it?"

Marshall closed with a reflection on the moment of opportunity the industry now faces. "We've seen a lot, we've learned a lot. Now it's about choosing what to do with that knowledge. The next phase isn't about revolution - it's about clarity."

He added: "I'll leave you with this - the things people try to ignore are often the very things that change everything."