About

The consultancy born at the intersection of behavioral economics and human experience.

NOW HIRING

Join a team reshaping how the world experiences brands.

View open roles →

COMPANY

Company
Meet team Renascence
Our Profile
Build a tailored deck
Our Founder
Aslan Patov, CEO
The Team
20+ CX specialists
Experience
Life at Renascence

GROW WITH US

Careers
5 open positions
Franchise
Build your own CX firm
Partners
Our global network

CONNECT

Media
Press & coverage
Sustainability
Our commitment
Contact
Get in touch

Services

Comprehensive CX and management consulting for enterprise brands.

ALL SERVICES

Explore the full range of CX & management consulting services.

Browse all services →

CORE

Customer Experience
End-to-end transformation
Behavioral Economics
Science of decisions
Service Design
Journey blueprints
Strategy Consulting
Management consulting
Cultural Change
CX-first culture
Customer Loyalty
Programs that retain

SPECIALIST

Digital Transformation
Technology-led CX
Employee Experience
EX drives CX
Mystery Shopping
Audit experience
Training Programs
Upskill teams
Org. Transformation
Restructure for CX
VOC Management
Listen & act

Solutions

Structured solutions that turn CX ambition into measurable outcomes.

ALL SOLUTIONS

Explore every CX solution we offer.

Browse solutions →

STRATEGY & GOVERNANCE

CX Strategy
Vision, ambition & roadmap
CX Maturity
Benchmark where you are
CX Governance
Operating model & standards
VOC Strategy
Listen, analyze, act
CX Roadmaps
Turn ambition into action
Comms Strategy
Communication that lands

DESIGN & DELIVERY

CX Journeys
Map & redesign journeys
CX Archetypes
Design for real customers
Service Design
Blueprints & standards
Process Design
Optimize operations
UX & Wireframes
Digital experience design
Escalation Strategy
Turn complaints into loyalty

CULTURE & EXPERIENCE

Customer Rituals
Moments customers remember
Corporate Policies
Policies that protect customers

Industries

A decade of CX transformation across the region's defining sectors.

ALL INDUSTRIES

See how we work across every sector.

Browse industries →

BUILT ENVIRONMENT

Real Estate
Developers & communities
Hospitality
Hotels & resorts
Retail
Stores & malls
Free Zones
Authorities & zones

FINANCE & TECH

Banking & Finance
Banks & wealth
Technology
SaaS & platforms
E-Commerce
Online retail
Telecommunications
Telecom operators

PEOPLE & MOBILITY

Healthcare
Providers & clinics
Education
Schools & universities
Automotive
Dealers & OEMs
Travel & Tourism
Airlines & DMOs

Opinion

Insights, research, and conversations at the frontier of CX.

ReadExperience JournalArticles & research on CX, behavior, and transformation.

Latest articles

Watch & listenExperience LoomThe Naked Customer — our video podcast on CX & behavior.

Latest episodes

CuratedCX NewsIndustry news filtered for what matters in CX — free of the noise.

Latest news

Hub

Free tools, templates, and resources to advance your CX practice.

NEW · MANIFESTO

Burn the Deck. Ten Virtues. Zero Excuses. — read our manifesto for the brave consultant.

Start reading →

AI TOOLS

CX Maturity Assessment
AI-scored benchmark
CX ROI Calculator
Model your CX return
EX ROI Calculator
Value of engagement
All AI Tools
The full tool suite

FREE TOOLS

CX Templates
Ready-to-use templates
CX Games
Interactive learning
Behavioral Biases
The science of CX
Trends Radar
Shifts shaping CX

LEARNING

Events & Webinars
Learn & connect
Whitepapers
Download research

CULTURE

Values
Burn the Deck — our manifesto

AI · July 23, 2026

IBM Mainframe Sales Dip as AI Spending Reshapes Enterprise IT Budgets

IBM warns of near-term mainframe weakness as enterprise budgets shift toward AI infrastructure, raising service-continuity risks for CX-critical back-end systems.

R
Renascence Newsdesk
Curated briefing · 2 min read

What happened

IBM's chief executive moved to reassure investors and customers last week after the company's stock fell sharply following a warning of weaker-than-expected mainframe sales. The explanation offered: enterprise technology budgets are being temporarily redirected toward artificial intelligence infrastructure, squeezing near-term spending on IBM's flagship hardware line.

The CEO characterised the slowdown as a cyclical budget-allocation shift rather than a structural decline in mainframe demand, arguing that AI investment is cannibalising capital expenditure across corporate IT departments — and that mainframe purchasing will recover once organisations reach a steadier footing with their AI programmes.

Why it matters

For customer experience and service-design practitioners, this story is a useful signal about where enterprise technology investment is actually flowing right now. When large organisations compress their core-infrastructure budgets to fund AI pilots and deployments, the downstream effect often lands on operational reliability — the very systems that process transactions, run loyalty programmes and underpin contact-centre platforms. Mainframes quietly power a disproportionate share of banking, insurance and retail back-ends; a deferred upgrade cycle is not a neutral event for service continuity.

From a behavioural-economics standpoint, the dynamic IBM is describing — present-biased capital allocation, where the excitement of a new technology crowds out maintenance of proven infrastructure — is a well-documented organisational failure mode. Executives chasing AI returns are, in effect, discounting the future reliability of the systems their customers depend on today.

The Renascence take

The headline debate — is AI killing the mainframe? — is the wrong question for CX leaders to be asking. The more consequential issue is what happens to customer-facing service quality during the budget squeeze in between.

Most operators will read this as an IBM investor-relations story and move on. They shouldn't. When IT capital shifts abruptly toward AI experimentation, the systems that actually serve customers at scale — processing payments, managing accounts, routing service requests — are the ones that get quietly underfunded. The behavioural principle here is hyperbolic discounting: the perceived novelty of AI makes its returns feel immediate and large, while the costs of deferring infrastructure investment feel distant and abstract — right up until an outage makes them very concrete. Customer-obsessed operators should be asking their CTO one specific question: which customer-critical systems are on a deferred maintenance or upgrade cycle because of AI budget reallocation, and what is our service-continuity plan if one of them fails?

Sources

This briefing was written by the Renascence newsdesk, synthesising reporting from the outlets below. Follow the links for the original coverage.

Stay ahead of CX

Get the signal, not the noise.

The stories shaping customer experience — plus the Journal and Experience Loom — in your inbox.