Report 22 Sep 2025

Reply - Vendor Profile - Worldwide

In 2024, Reply, an Italy-based provider of software and IT services with a global presence, reported strong growth. Revenues rose by 8.4% to €2.3 billion, and its workforce grew by 5.9% to nearly 15,700. Italy still accounts for a significant share of the business – 48% of revenues and 62% of the staff – but its weight is gradually declining. The company’s activities remain focused on the “technologies” and “applications” lines of offering, which together accounted for 88% of revenues and grew by 7.9% and 15.2%, respectively. By contrast, the “processes” segment declined by 2.4%, reflecting a market preference for technology adoption rather than advisory services.

Reply’s strategy in 2024 placed artificial intelligence at the center of its offering. The company reinforced R&D, developed AI components across all subsidiaries, integrated AI with IoT, robotics, and spatial computing, and created an AI Ethics Committee. Reply worked in the following areas: knowledge management, software development, customer interaction, and robotics, with future priorities including multimodal models, multi-agent systems, embodied AI, and AI-driven content creation. Other technology domains – cloud, cybersecurity, connected products, customer experience, and data – have evolved in close integration with AI.

Reply also resumed acquisitions, buying Solirius in the UK, and leveraged its partnerships with major technology vendors, such as Microsoft, Google, and AWS. Proprietary platforms like Axulus, Brick Reply, and MLFRAME benefited from AI-driven enhancements, while its dedicated labs in Turin, Munich, Cologne, and London showcased practical applications in robotics, extended reality, cybersecurity, and IoT.

In PAC’s view, Reply is well-positioned for continued growth, although the effective governance of its fragmented structure remains a key challenge.

This Vendor Profile provides more details and an assessment of Reply’s strategy and positioning, plus a detailed analysis of its offerings, vertical expertise, and performance.