A panel of influential technology services distribution (TSD) leaders discussed – among other things – the impact of AI on them and their TA partners during a Channel Partners Conference keynote session. The CEOs – Ken Mills of Intelisys, Adam Edwards of Telarus and Ian Kieninger of Avant – painted AI as a disruptive force that also presents a great opportunity for TAs.

“I'd say AI is most disruptive, most drastic change we’ve seen in our lives,” Edwards said. “What's exciting is that this is a period when innovation is taking place more rapidly than it ever has. The incumbents are innovating but so are new organizations, and that's where the channel thrives. Whenever there are fragmentation and complexity in the offering, then an advisor is wanted in the space to help make sense of it.”

Kieninger said TSDs have a potent weapon in winning AI business: data.

“If the end customer can get information on their own, that's scary,” Kieninger said. “So how do we build a moat around ourselves to inoculate ourselves? We have an answer: we own proprietary data that public LLMs can't get to. We're building technology so we can put that data in front of the customer. If we're in front of the client helping them make smarter decisions, we win — regardless of what the marketplace does, regardless of what AI can put in front of the client. The customer still wants a relationship with someone who can walk them through the decision.”

Mills said TSDs are competing with hyperscalers when it comes to helping customers make smart AI decisions. He said TSDs and TAs need to stay out in front of that competition.

“We have to really lean in and become experts on how to help our partners and our mutual customers, make the right decision,” Mills said. “We can really be that advisor for a lot of folks who can't pick the right solution. So we've got to figure it out quickly, and we've got to really lead the charge, and not be led by the hyperscalers.”