Will Windows 10 end of life give rise to AI PCs?
Gartner today said global AI spend will top $2tn, led by AI integrated products like PCs. But what do channel partners make of its impact as Microsoft’s Windows 10 support draws to a close?
Are AI PCs poised to become big money makers for channel partners in the PC refresh as next month’s Windows 10 end-of-life date nears?
Gartner today released figures revealing that global spending on AI is forecast to total nearly $1.5tn in 2025.
Worldwide AI spend is expected to top $2tn in 2026, led in large part by AI integrated products such as PCs.
The findings come less than a month before Microsoft ends Windows 10 support from October 14, ushering in the era of the Windows 11 PC refresh.
But how will the PC refresh affect channel businesses, especially as sales of AI PCs continue to come to the fore?
Gartner believes AI PCs will represent 31 per cent of the total PC market globally by the end of 2025.
CRN asks channel partners, and one distributor how AI PCs are factoring into hardware recommendations, whether they’re accelerating the upgrade cycle, or creating confusion, and whether they will become a key differentiator in B2B PC sales.
Rob Young, MD, Infinity Group
Do you think Microsoft's push toward AI PCs is accelerating the upgrade cycle, or creating confusion among buyers?
It’s doing both. For tech-savvy buyers, it’s accelerating interest and investment. But for others, especially in traditional industries, it’s creating confusion, as not everyone understands the difference between AI and normal PCs. We’re stepping in to demystify the tech and show real-world use cases. Education is key and we’re using webinars and demos to bridge that gap.
What kinds of customer feedback are you hearing about AI PCs – are they seen as essential, or just a buzzword?
Feedback is evolving. Initially, many saw AI PCs as marketing hype. But once they experience features like real-time transcription, image generation or enhanced security, the perception shifts. We’re seeing growing interest from creative teams, analysts and execs who value speed and automation. The challenge is translating features into business outcomes, which is where IT partners can add value.
Do you see AI capabilities becoming a key differentiator in B2B PC sales in the next 12 months?
Yes, without a doubt. AI capabilities are becoming a major differentiator, especially as businesses look to do more with less. PCs that can offload tasks to NPUs and integrate seamlessly with Microsoft Copilot are gaining traction. We expect AI to influence not just device choice, but also how businesses structure workflows and roles.
Lee Robinson, MD, Meta Eagle
How are AI PCs (those with NPUs and Copilot+ capabilities) factoring into your hardware recommendations?
By default, the equipment we supply will be on the latest hardware/CPU versions. So while it is something which is offered by proxy, it is more of a bi-product. I think AI CPU's unless considering niche scenarios are somewhat of a marketing ploy as most businesses utilise cloud-based AI elements such as Co-Pilot or Gemini.
Do you think Microsoft's push toward AI PCs is accelerating the upgrade cycle, or creating confusion among buyers?
I think most businesses do not even pay attention to a laptop being labeled as AI ready as the vast majority in the SME market are utilising cloud-based AI.
What kinds of customer feedback are you hearing about AI PCs. Are they seen as essential, or just a buzzword?
Buzzword… apparently, everything has AI now.
Do you see AI capabilities becoming a key differentiator in B2B PC sales in the next 12 months?
Only in scenarios where LLM's need to exist and data needs to be processed onsite. I think the vast majority will look at cloud solutions.
Tim Griffin, CEO, Exertis IT
How are AI PCs (those with NPUs and Copilot+ capabilities) factoring into your hardware recommendations?
We would only recommend devices which are suitable for an end user type. AI is becoming more current in our partner asks, and we are dedicated to recommending the right solutions, including those with AI capabilities, for each requirement. These are being factored more and more into vendor profiles and our stock positioning. For example, Samsung has a full range of AI premium laptops, and we are also seeing this with other manufacturers such as Acer and Asus.
Do you think Microsoft's push toward AI PCs is accelerating the upgrade cycle, or creating confusion among buyers?
The emergence of AI has accelerated the capabilities of our PC and alliance vendors. This has created excitement in the channel with what AI can achieve within PC devices, and whilst there is possibly some confusion or reluctance as to how to move into the world of AI for some businesses, the fact that AI-enabled devices have ease-of-use should create some reassurance for users, due to the ease of productivity they can offer customers.
What kinds of customer feedback are you hearing about AI PCs? Are they seen as essential, or just a buzzword?
We’re seeing more advanced AI features from manufacturers now, for example in the Core Ultra series from Intel. Customers are on a learning journey since the sudden emergence of AI-enabled PCs, and we are pleased to offer our support to enable our partners to understand how to position themselves in the market.
One topic of feedback is that customers have been happy to see extended battery life in new technology, alongside the emergence of Copilot; but there is still a lot more learnings which customers are requesting, to ensure they understand what their computers are capable of. Businesses are investing in the capabilities of systems to run AI, but are still looking for the business case at a usage level.
Do you see AI capabilities becoming a key differentiator in B2B PC sales in the next 12 months?
Yes; AI is becoming more ‘normalised’ within PC devices. We use this day-to-day within our applications, and this can only improve our productivity and boost a business’s potential. Enhanced AI capabilities will be increasing in the coming months, becoming more embedded in customers’ strategies, and the technology coming through from our alliance vendors will be even more evolved.
Ben Smoker, CEO, Sota
How are AI PCs (those with NPUs and Copilot+ capabilities) factoring into your hardware recommendations?
AI PCs, and particularly Copilot+ PCs, are increasingly becoming part of our core hardware recommendations and requests from customers. We have seen our customers starting to embrace the productivity and user experience benefits that come with built-in AI capabilities, and we’re seeing a noticeable rise in interest and requests for these devices. While awareness is still growing, the appetite for innovation is clear, and we’re helping customers understand how AI PCs can enhance workflows, improve security, and future-proof their investments.
Do you think Microsoft's push toward AI PCs is accelerating the upgrade cycle, or creating confusion among buyers?
It’s accelerating the cycle. While there’s always a learning curve with new technology, Microsoft’s messaging around AI PCs has been clear and compelling. We're definitely seeing more customers embrace the innovation and prioritise AI-ready devices in their refresh plans, in particular Copilot+ PCs.
What kinds of customer feedback are you hearing about AI PCs, are they seen as essential, or just a buzzword?
Customer feedback has been encouraging. While every organisation and vertical is different, there’s a clear trend: AI PCs, and especially Copilot+ devices, are increasingly seen as more than just a buzzword. Customers recognise the tangible benefits these devices offer, from smarter workflows to faster performance and enhanced user experiences. The built-in Copilot features and NPU capabilities are driving genuine interest.
Do you see AI capabilities becoming a key differentiator in B2B PC sales in the next 12 months?
Yes, without question. AI capabilities are already influencing purchasing decisions, and we expect them to become a defining factor in B2B sales. Businesses want tools that enhance productivity, automate tasks, and deliver insights, and AI PCs are delivering on that promise.