Observed Signal · Sep 21, 2026 · Market Signal · Source: Tray.ai · Impact: 2/5
5 surprises from Gartner App Summit EMEA
Two days on the Tray.ai booth at Gartner Application Innovation Summit EMEA surfaced what enterprises really want from vibe-coded app governance.
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Engageware Unveils AI Playbook for Telecom at MWC 2026
Engageware will present an agentic AI deployment playbook for telecom providers at Mobile World Congress 2026, focusing on governance, auditability, and operational controls required for high‑volume, compliance‑sensitive environments. The company will demo telecom-ready journeys (billing/usage support, plans/upgrades, retail appointments, sales qualification, agent assist, and regulated communications) from Stand 7F35, Hall 7. An executive session titled “From Prototype to Profit: Executive Lessons on Scaling Agentic AI in CX” is scheduled for March 4 at 4:05pm on the Broadcast Stage (Hall 4), featuring Engageware CEO Dan O’Malley alongside NetUno Chairperson Gilbert Minionis and IDC’s Diego Anesini. Engageware says it is trusted by more than 600 global enterprises, including 20% of the top 20 telecom providers in the Americas.
Enterprises Deploy AI Faster Than Governance, Smarsh Study
Smarsh released the 2026 Enterprise AI Trends Study (conducted by FTI Consulting) finding that 55% of enterprises are actively deploying AI while only 26% say governance is keeping pace. The report highlights limited visibility into unauthorized or "shadow AI" (only 30% report comprehensive detection and management capabilities) and frames communications data as a critical foundation for responsible AI, investigations, and business intelligence. The study identifies five trends — governance lagging adoption, communications data becoming strategic, interconnected systemic risk across AI agents/APIs/third-party apps, a shift toward proactive security and resiliency, and compliance evolving into a strategic function. It also reports enterprise investment priorities: 62% in AI/ML capabilities, 53% in data quality/enrichment, and 51% modernizing archives. Smarsh and FTI executives emphasize that scaling AI safely requires stronger data governance across connected ecosystems.
Survey: European Firms Scale AI but Lack Governance
A Vanson Bourne survey of 200 senior CX, contact centre, compliance, risk and data leaders across Western and Central Europe, commissioned by CallMiner and reported via Business Wire/MarTech Series (published 2026-06-15), finds nearly universal pressure to scale AI in customer experience (99%) but limited governance: only 38% report a clear AI governance approach. The study highlights gaps between rapid AI adoption (59% scaling quickly) and compliance (39% say compliance keeps pace), multilingual challenges (96% use AI in multilingual CX; 64% call it a major challenge), and trust concerns—accuracy, explainability and data protection drive customer trust. Organisations increasingly rely on external vendors to accelerate adoption (71%) and for evolving regulatory compliance (66%). CallMiner’s VP of International, Frank Sherlock, emphasised the need for visibility, human oversight and governance to mitigate CX and compliance risks.
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