Advancing MSI Outcomes with Experience-Centric Delivery and Generative AI

Organizations are shifting their approach to multisourcing service integration (MSI), moving from vendor coordination management toward facilitating experience-focused delivery, cross-domain service management, and agile, product-oriented transformation. However, they continue to face persistent challenges such as unclear ownership of cross-supplier processes, fragmented SLAs, and a lack of interoperability across platforms and tools. Service providers are addressing these gaps by embedding experience-level agreements into MSI engagements. They are also enhancing responsiveness and improving service outcomes by leveraging generative AI (Gen AI) and agentic AI to automate incident resolution, streamline orchestration, and deliver real-time insights.

Both demand- and supply-side trends are covered in Avasant’s Multisourcing Service Integration 2025 Market Insights™ and Multisourcing Service Integration 2025 RadarView™, respectively. These reports present a comprehensive study of MSI service providers and closely examine the market leaders, innovators, disruptors, and challengers. They also provide a view into key market trends and developments impacting the MSI space.

We evaluated 32 service providers across three dimensions: practice maturity, partner ecosystem, and investments and innovation. Of the 32 providers, we recognized 21 that brought the most value to the market during the past 12 months.

The report recognizes service providers in four categories:

• • Leaders: Accenture, Capgemini, Cognizant, HCLTech, Infosys, LTIMindtree, and Wipro
  • Innovators: IBM, Orange Business, TCS, Tech Mahindra, and Unisys
  • Disruptors: Atos, CGI, DXC Technology, Deloitte, and KPMG
  • Challengers: Birlasoft, Coforge, Genpact, and Microland

Figure 1 below from the full report illustrates these categories:

“Traditional MSI focused on managing SLAs across vendors. However, enterprises now realize that meeting technical metrics doesn’t ensure user satisfaction,” said Avasant Principal James Lee. “By embedding XLAs, organizations shift toward outcome-based governance and holistic orchestration, prioritizing service performance and results.”

The reports provide several findings, including the following:

• • Enterprises are facing significant implementation hurdles in MSI, with 91% citing unclear vendor accountability due to misaligned roles, 87% struggling with SLA conflicts driven by siloed metrics, and 82% reporting communication breakdowns caused by poor coordination and lack of standardized agreements.
  • Businesses are integrating Gen AI and agentic AI into MSI through use cases such as AI-powered orchestration of change and SLA workflows, multilingual service desks, automated incident triage, personalized knowledge search, and policy compliance checklist generation.
  • The manufacturing and government sectors account for about 25% of MSI revenue for service providers. These sectors are seeing increasing MSI adoption driven by regulatory compliance, supply chain visibility, and risk management needs.
  • Service providers are focusing 40% of MSI-related investments on practice growth through proprietary tools, Gen AI-powered accelerators, strategic acquisitions, and partnerships to scale delivery across geographies and industries.

“Generative AI and agentic AI are redefining MSI by enabling proactive service orchestration and automated resolution,” said Dhanusha Ramakrishnan, lead analyst with Avasant. “These technologies support governance actions such as risk assessment briefs and service performance summaries based on real-time metrics and trends.”

The RadarView™ also features detailed profiles of 21 service providers, along with their solutions, offerings, and experience in assisting enterprises in their MSI processes.

This Research Byte is a brief overview of Avasant’s Multisourcing Service Integration 2025 Market Insights™ and Multisourcing Service Integration 2025 RadarView™ (click for pricing).