Gartner Expert

Craig Roth

VP Analyst

Craig Roth leads Gartner's research into technology user behavior and its influence on success with Agentic AI, Generative AI, and other new technology initiatives. This research applies behavioral science and psychographic techniques to improve user adoption and change management, employee experience, and user influenced growth strategies. He developed Gartner's User Technology Adoption Readiness Index, a benchmark that provides insights into technology user adoption and resistance across various countries and industries.

Craig has written on AI pricing, including AI pricing models (such as unit-based pricing and agentic AI pricing) and how they can impact buying decisions and user adoption.

Craig has been a co-owner of the Microsoft Copilot survey and speaks frequently on Microsoft 365 adoption and its market positioning.

As a Research Vice President within the High Tech and Invest organization Mr. Roth is lead for Digital Workplace, researching trends, positioning and messaging, market growth, and forecast for generative AI (GenAI) in applications, digital workplace services (ODWS), and cloud office.

Previous experience

Before joining Gartner, Mr. Roth was an industry analyst at META Group and Burton Group. He also has experience in the financial services industry as a coder and manager and co-founded a software gaming company.

Professional background

Burton Group, Vice President and Service Director, 5 years

Meta Group, Research Vice President, 7 years

Discover Card, Manager, 8 years

Areas of coverage

  • Create Differentiated Tech Service Offerings

  • Emerging Technologies and Trends Impact on Products and Services

  • Product and Services Strategy

  • Workplace Applications

  • Strategies for Growing Revenue and Market Share

Education

M.B.A., Economics and Marketing, University of Chicago

B.S., Business, Indiana University

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Top Issues That I Help Clients Address

01

Digital workplace services (ODWS) and digital workplace applications: Forecast, GTM, differentiation

02

Pricing: pricing model review for applications, AI pricing

03

Microsoft Copilot: Pilots, adoption, value creation, differentiation, survey

04

Generative AI in applications: working session on messaging, user adoption, and pricing

05

User adoption and behavior: review metrics and techniques to increase customer success

Latest research and insights

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Forecasting the $87.5 Billion Opportunity in Outsourced Digital Workplace Services
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Forecast: Enterprise Application Software, Worldwide, 2024-2030, 2Q26
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Microsoft 365 Copilot and Agents: Assessing Impact and Value in 2026
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