Industry Voice: AI and the Channel: A new era of partner opportunity
All too often, the approach to AI is to have a specific ‘AI team’, rather than applying the technology across the whole business
As AI moves from hype to implementation, partners are uniquely positioned to help businesses turn potential into performance. But unlocking that opportunity means going beyond the buzzwords. It requires partners to build new capabilities, embrace smarter business models, and engage in deeper collaboration across the channel ecosystem.
Why AI can fail, and how to make it succeed
Even the very best technology is just a science experiment if it cannot be adopted and used in the real world. The single biggest reason AI ‘doesn’t work’ for businesses is that people try to ‘do AI’ rather than identifying where problems or inefficiencies exist. To find such problems, channel partners must listen to their customers and front-line employees to identify their needs. Beyond the hype, the real excitement of this technology comes not from thinking about AI as a standalone solution, but by adding AI into the solution to a real business issue.
All too often, the approach to AI is to have a specific ‘AI team’, rather than applying the technology across the whole business. This siloed approach is another key mistake. AI must be integrated with a holistic approach, with a view to scaling it across every part of the business.
To succeed in their AI implementation, organisations need to design an effective proof-of-concept solution that includes AI appropriately in order to mitigate a business problem and then scale it accordingly. For example, a generative AI chatbot that can answer niche questions could be made available to a small subset of customers initially but rolled out to larger groups thereafter.
The opportunity of AI
Some channel partners are already experimenting with AI, but turning early ambition into meaningful, repeatable success is the real challenge. To get there, partners need clarity about where AI adds value, confidence to invest at the right pace, and close collaboration across their own teams and ecosystems.
From pinpointing the right AI solutions and collaborators to selecting sustainable business models, partners themselves are uniquely positioned to guide customers at every step. By drawing on shared expertise, ready-made toolkits, and wider ecosystem resources, they can cut through complexity and help customers kick-start—and then scale—their AI journeys.
The possibilities of AI for channel partners are enormous, yet real impact depends on working side-by-side with customers, so they fully grasp the technology’s potential. The big challenge in the year ahead is to spark customer imagination while backing it up with proof points that demonstrate tangible outcomes.
By knowing whom to work with, what commercial models to adopt, and which solutions to prioritise, channel partners can establish themselves as trusted AI advisors - ultimately inspiring customers to begin, expand, and succeed on their own AI journeys.
Lenovo 360 for AI
As the AI landscape rapidly evolves, channel partners must adjust their strategies to accommodate the changing demands of organisations transitioning from AI experimentation to full-scale implementation. Companies increasingly align their digital and AI strategies with tangible business outcomes: enhanced customer experiences, increased productivity, and business growth.
This is where initiatives like Lenovo 360 come into play – providing the expertise and support needed to navigate AI-related challenges. By focusing on robust data management and customised solutions, partners can help organisations unlock the full potential of AI. Recognising the growing demand for effective AI deployment in a fast-evolving digital landscape, Lenovo launched the AI Innovator Partners program to equip partners with advanced AI development capabilities across key industries and accelerate the delivery of certified AI solutions to market.
Paving the way for an AI future
As AI continue to gain prominence in the workplace, forward-thinking channel partners will find even greater opportunities for growth. Through collaboration and strategic planning, the channel can capitalise on these advancements, delivering innovative services to customers across all industries.
Over the next two years, AI adoption will accelerate, and channel partners will be pivotal in driving that growth across every market segment.
This article is sponsored by Lenovo.