We all know that AI commands interest from anyone who sells or buys technology, and the 2024-25 Telarus Tech Trends Report released last week put interesting numbers on AI adoption and readiness. The technology services distributor (TSD) surveyed nearly 400 IT buyers and more than 450 technology advisors for its annual trends report. One of its big findings was that IT leaders are increasingly moving beyond AI pilots into production to strengthen security, enhance automation, and increase customer engagement.

“The shift in AI means the advisor role is about to get really exciting,” Constellation Research CEO Ray Wang said in a video insert in the report.

But AI isn’t TAs’ bread-and-butter technology yet. Only 44% of TAs said they were prepared to sell AI solutions while 46% said they were not very prepared or not prepared at all. What they are selling is UCaaS (52% mentioned as No. 1 revenue driver over the past year), cybersecurity (37%), traditional networking/connectivity and mobility (31% each).

“Foundational technologies like UCaaS, networking, and cybersecurity still represent the revenue backbone for most advisors,” Telarus CEO Adam Edwards wrote in the report’s introduction. “These are not legacy offerings, they are the ongoing workhorses of modernization, especially in the mid-market, where digital transformation is accelerating.”

The report also found that mid-market companies represent a faster growth area than enterprises for TAs. Mid-market organizations adopt AI faster, experiment more, and most of them look to TAs for guidance in areas where they lack in-house experience. This is especially true for cloud, CX and cybersecurity projects.

Trends uncovered include:

• AI is no longer experimental; it’s now strategic as organizations have moved from AI pilots to production deployments. Buyers want advisors to deliver concrete implementations with measurable ROI across CX, cybersecurity, and cloud infrastructure.
• Mid-market organizations adopt AI tools such as Copilot and ChatGPT at higher rates than enterprises, and embed AI into their daily workflows.
• Despite the interest in AI, traditional technologies continue to drive revenue growth.

The report concluded with recommendations for TAs, including:

• Elevate your AI readiness by building internal experience.
• Lead the data and governance conversation – don’t just provide tools. Buyers want help with planning, data readiness and compliance.
• Tailor your message by segment – enterprises and midmarket companies have different sets of needs.
• Address enterprise agreement challenges with tools and support – adding new technologies increases buyer pain points, which create opportunities for advisors.
• Double down on consultative value by embedding AI and adding services such readiness assessments, solution roadmaps, and cross-functional planning.
• Align with buyer outcomes, not just solutions -- help clients visualize success early and build plans that track real impact over time.

“Advisors who lead with insight and specialize in high-demand areas like AI, cloud, CX, and cybersecurity are best positioned to earn trust, close deals, and grow their businesses,” Telarus CEO Edwards wrote.