Watch: ISV leaders blaze a trail in AI integration

“The agentic enterprise is here,” said Miguel Alava, EMEA ISV General Manager, AWS, in his opening address to the community of ISV product, design, and engineering leaders that have formed under the fitting title of Trailblazers. He’s not kidding.

AWS Trailblazers is a community of ISV product leaders and innovators committed to sharing ideas to unlock the full potential of Agentic and GenAI technology. It first convened in London in September 2025. A few months later, the landscape already appears markedly different. Generative AI has advanced into a new phase: the rise of the agentic enterprise.

Across the industry, billions of dollars are being invested in infrastructure, models, and platforms to support this shift. Yet the real challenge facing software companies is not just adopting new technology. It is adapting organisations, products, and business models quickly enough to keep pace.

Think, build, price, design

In many ways, the transition demands a new way of understanding software itself. https://gdsglobalmedia.s3.amazonaws.com/gdsvideos%202026/Website/payhawk_case_study_26.mp4Leaders must learn to think differently about how organisations operate, build differently as engineering teams accelerate development with AI, price differently as agentic systems transform economic models, and design differently as the technology stack evolves.

From London to Paris

During our second in-person meeting of the Trailblazers, the group took time to practically explore what the rise of agentic systems signifies – a topic they had previously examined in smaller groups during a series of virtual roundtables.

If there was a common thread, it was this: the agent revolution is not just theoretical. It is already changing the way software companies operate.

The only question now is not if change is coming, but how quickly organisations can adapt. One thing is certain… The Trailblazers are on it.