Seven distributors give their view on the genAI revolution

Much has been made about the potential and real-world impact of generative AI since 2022. But where do distributors see their role in adopting the tech?

Much has been made of the changing role of distribution across the tech landscape over the past few years.

In recent months, we've spoken to distributors about how they see their evolving role in the channel, the impact of the talent shortage, and how they're pushing for a more sustainable tech sector.

Now, with AI making waves, the conversation is shifting again.

Many distributors are stepping up to help vendors deliver AI solutions, while also helping resellers get the most out of these technologies.

As AI becomes a bigger part of everyday business, distributors are taking on the role of guides. They're helping resellers understand how to use AI effectively and working with vendors to make sure their products meet market demands.

Whether it is through training, support, or integration services, distributors are playing a crucial part in making sure AI is the value-add it's cracked up to be.

Below, seven channel leaders share their thoughts on the role AI is playing in their industry and how it's reshaping the future.

For Ben Jackson, CEO of Titan Data Solutions, the real impact of generative AI is still unfolding. He acknowledges that while AI is not just a passing trend, the real transformation will take time to materialise.

"Generative AI is definitely not a hype, and it is impacting conversations across the business, but I think we'll see the real impact of Generative AI over the next few years as businesses catch up with the speed of innovation," Jackson tells CRN.

One crucial area where he sees significant potential is in data storage.

AI systems need massive amounts of data to operate efficiently, which in turn raises the stakes for secure data management.

"Businesses will need to ensure they can securely store all their historic data and ensure that they can manage this data to feed it into their AI programmes to optimise its performance," Jackson adds.

NVIDIA partner Titan is focused on providing expertise and support alongside the hardware essential for making genAI engines churn.

Echoing this optimism, Callum McGregor, COO and CFO of Westcon-Comstor, believes that generative AI will be a real step change.

"Gen AI will clearly have an important role to play in driving the evolution of the channel, along with every sector, in the coming years," McGregor says.

He notes the potential for AI to spur innovation, particularly in areas like cybersecurity and networking, where vendors are already pushing the envelope.

McGregor focuses on the ways in which Westcon is adding efficiency into its own operations using the tech.

"We are exploring ways to utilise genAI to drive process improvements and efficiency savings, freeing our people up to spend more time working with partners and implementing strategic, creative projects that add value," McGregor explains.

In this way, distributors like Westcon-Comstor are integrating AI at multiple levels to maximize its impact.

The business application

Dave Stevinson, CEO of QBS Technology, takes a more measured stance.

For him, AI is neither a revolutionary breakthrough nor mere hype, but something businesses must accept as part of the evolving tech landscape.

"Generative AI is neither hype nor a game-changer – it is table stakes," Stevinson remarks, highlighting that it's becoming a baseline expectation for many companies.

Interestingly, Stevinson also points out that while AI technology might be advancing rapidly, the real business potential in the short term could lie in education.

"The single biggest business from GenAI in 2024 might be for consultants explaining what it is and running pilots," he says.

This perspective reinforces the notion that while AI adoption is accelerating, understanding and implementing it effectively remains a key challenge.

For Mark Appleton, chief customer officer at ALSO Cloud UK, AI is already delivering tangible results.

Internally, tools like Microsoft Copilot are enhancing his team's efficiency by cutting down on repetitive tasks and giving employees faster access to information.

"Generative AI is a game changer for sure, both for our client operations and for our own," Appleton states.

Externally, Appleton notes that many workers are already using AI tools in their daily jobs, even if their companies haven't officially implemented them yet.

"The business value of genAI tools has been realised.

"The next step is to ensure that SMEs are given access to the AI tools that will best enhance their operations," he says, emphasising the importance of making AI accessible to smaller companies while ensuring robust security.

The future opportunity

At Climb Channel Solutions, CEO Dale Foster sees AI as a massive opportunity for the channel. He notes that the generative AI market could grow to $158.6bn by 2028, presenting distributors with a lucrative opportunity to guide the ecosystem.

"At Climb we work with several established and emerging vendors, and our ongoing focus is on solutions rather than point products," Foster says.

This solution-oriented approach allows Climb to offer comprehensive AI options to its partners, Foster adds, helping them navigate the evolving technology landscape.

"We are actively working on building an ecosystem of vendors in the AI space that can enable partners to leverage the opportunities that AI presents," Foster explains, underscoring the importance of collaboration across the channel to unlock AI's potential.

Lance Williams, CTO of Distology, points to the speed at which AI is being adopted, pointing to its mass-market availability as a game-changer.

"AI is not new, we know this, however, the mass market availability of generative AI is and it's the first technology since the smartphone to fundamentally shift working behaviour across all walks of life," Williams remarks.

However, Williams also urges caution, warning against the risks of adopting AI too quickly without fully understanding its consequences.

"Businesses too have speedily thrown it into their operations without fully understanding the consequences or risks of doing it all purely out of fear of being left behind," Williams says.

For distributors like Distology, the challenge lies in helping businesses adopt AI thoughtfully, ensuring they consider both the opportunities and the risks.

"Generative AI is a gamechanger no doubt, a driver for operational efficiency, innovation, and customer services," Frank Salmon, CEO of CMS Distribution concludes.

He believes that AI can drive continuous improvement across all areas of a business, helping companies become more agile and responsive in the marketplace.