AI: Beyond The Buzzword to Monetisation

The Channel’s AI Journey: From Curiosity to Capability

AI is no longer just a buzzword – it’s becoming a defining force in how technology businesses operate, sell, and serve customers. Across a series of recent discussions with resellers, vendors, and channel leaders, one theme was clear: AI is here, and the race to harness its potential has begun.

But where is the channel right now on that journey? What’s working, what’s holding businesses back, and where do we go next? During two engaging roundtable discussions at our 2025 TechTalks Event, we explored this topic with our key vendor partners and resellers.

Where the Channel Stands on AI

Most partners are already engaging with AI in some form, though not everyone is at the same stage. While some are confident “power users,” many others are explorers – eager but uncertain, looking for the right guidance, tools, and use cases.

There’s widespread recognition that AI has the power to increase productivity, unlock new customer experiences, and drive growth – but also that it brings real challenges: from data privacy and security, to cultural resistance and skills gaps.

AI Opportunities: What the Channel Is Excited About

Across the discussions, several practical and impactful AI opportunities emerged:

• Customer interactions & support: Using AI-powered bots and tools to streamline response times and personalise experiences.
• Sales & pre-sales enablement: Automating meeting summaries, generating proposals, and analysing customer intent.
• Content creation & marketing: Leveraging AI for video editing, copywriting, and social media scheduling.
• Data analysis & CRM integration: Gaining faster insights into customer behaviours and business performance.
• HR & compliance: Automating internal queries and reducing admin overhead.

Some use cases were already being trialled – like AI bots for sales training or digital twins for testing pharmaceuticals – while others are still being explored.

What’s Holding Businesses Back?

AI’s promise comes with a fair share of concern:

• Fear of job replacement: For some teams, AI still feels like a threat rather than a tool. This mindset shift requires active leadership and education.
• Security concerns: Especially in regulated industries, questions around data protection and tool integration loom large.
• Lack of strategy and support: Many resellers want to move forward but don’t yet have a clear roadmap or trusted advisors to help them get started.
• Limited practical examples: There’s demand for more real-world case studies and demonstrations of AI in action to build confidence and credibility.

The Next Steps for the Channel

To move from curiosity to capability, businesses across the channel are now focused on several key priorities:

• Education and enablement: Vendors and distributors need to step up with training, workshops, and accessible tools to demystify AI.
• Collaborative innovation: Sharing insights, use cases, and best practices – particularly between vertical specialists – can help accelerate understanding and deployment.
• Start small, scale fast: Many leaders reported success when they began with manageable use cases that proved value quickly, creating momentum for broader adoption.
• Bridge the skills gap: From data literacy to AI fluency, developing internal expertise will be critical to long-term success.
• Keep the customer at the centre: AI should enhance – not replace – human interaction. The most effective strategies focus on improving experiences, not just reducing costs.

Final Thought

The channel’s AI journey is underway – but it’s not a straight line. There’s excitement and experimentation, yes, but also a growing need for structure, clarity, and collaboration. As technology evolves, those who act now – building capability, not just curiosity – will be best placed to lead.

This is the time to move from watching AI to working with it. And the channel is in a unique position to make it happen.