Driven by an unquenchable thirst for understanding how AI is transforming the solutions channel partners bring to market and reshaping the customer experience, partners descended on Las Vegas in record numbers. The recent Channel Partners Conference & Expo, co-located with the MSP Summit, broke delegate registration records as partners engaged with top executives from vendors, suppliers, distributors, marketplaces, and software developers in search of answers.

The most pressing question on the minds of partners who strolled the giant Expo Hall, attended back-to-back vendor meetings, or absorbed content from the keynotes and educational sessions was: How is AI going to change the products and services sold? This was followed by a litany of questions and discussions around pricing models, leveraging AI to enhance customer reach and operational efficiency, and how suppliers are truly enhancing their offerings with AI tools.

The backdrop to all of this was a landscape of massive investments being made by hyperscalers, chip designer Nvidia, and data center operators. Additionally, hundreds of millions of private equity dollars are pouring into the MSP and technology advisor market, not to mention financing for technology services distributors.

The highlights of the event were far too numerous to mention in this column, but here are a few key observations:

• Live Event Dynamics: Live events moving forward will be defined by the speed at which conference content is delivered on the main stage, along with the succinctness of the speakers. While keynotes provide high-level strategic talking points, attendees also want to dive deep into specific subjects. As Len DiCostanzo, CEO of MSP Toolkit, reminded us during his AI & Automation workshop, such sessions require significant effort and coordination to deliver a satisfactory experience for attendees who invest hours of their time. DiCostanzo’s workshop featured not only industry experts but also peer-led content, making it a standout session.
• Private Equity Presence: Managers of large private equity funds and investors were everywhere, including on the main stage and mingling with the Channel Partners audience. Will Goodman of Moelis & Co was joined on stage by Seth Penland of Bluewave and Evan DeCorte of Columbia Capital on one panel. Other investors, such as those backing tech innovator HyperFi, networked with attendees.
• Social Media Insights: Monitoring social media postings and chatter during and after the event provided valuable insights into industry sentiment. One notable LinkedIn post by T-Mobile for Business CMO Mo Katibeh captured the energy of this year’s event: “We had 12 meeting areas running nonstop and a Vertical Village that brought our key industries to life. These were not just showcases, but real conversations about solving problems and helping customers win, with sessions focused on 5G, network slicing, satellite, and partner growth.”
• Debuts and Announcements: The event served as a platform for partners, vendors, marketplaces, and distributors to debut new business models, executive appointments, and services. Mega MSP Titan introduced their relatively new CEO, Jim Siders, along with his company strategy. Amazon Leo’s Timo Bauer unveiled the first wave of distributors and direct-selling agents for Amazon’s new broadband satellite service. T-Mobile also unveiled new channel leader, Christopher Jones, who stepped onto the main stage just days into his new role.
• Spotlight on New Faces: Everyone is eager to see the new faces of the partner community—those under 40 who are building channel partner businesses. A highlight in this area was a panel discussion moderated by ConnectWise’s Peter Kujawa, featuring Paco Lebron, Antwine Jackson, and Jess Bergeron. Additionally, the event’s recruitment efforts brought in about 40% first-time attendees, infusing the event with fresh energy and diverse viewpoints.
• Channel Ecosystem Convergence: The Channel Partners Conference is unique in bringing together the entire channel ecosystem under one roof. As Omdia Principal Analyst Jay McBain emphasized, the channel is now an ecosystem that will be completely upended by AI. The business models of technology advisors, who predominantly sell communications solutions from large service providers, and MSPs, who focus on managed IT solutions, are vastly different. Their motivations, corporate cultures, sales cycles, and P&Ls couldn’t be more distinct.

Yet, at the Channel Partners Las Vegas event, they come together to learn from one another. For instance, we saw numerous MSPs at the TA CEO Track that we developed specifically for tech advisors. One area of convergence is leadership lessons for C-suite leaders, whether through an on-stage interview with celebrity chef Robert Irvine or the business wisdom shared by George Fischer, one of T-Mobile’s highest-ranking leaders. Technology advisors and MSPs alike are eager to absorb such insights.