Partner Content: Closing the information gap - Channel partners are concerned by a lack of AI know-how

Customers look to the channel to not only assist in providing and implementing AI solutions, but act as a trusted source of knowledge, offering ongoing support and expertise

Those in the channel are concerned over a lack of AI-related knowledge within their own organisations.

This is according to recent research from CRN, who surveyed channel partners to understand more about their current and future AI plans. Respondents included VARS, MSPs, integrators, resellers and distributors.

30 per cent of respondents said they are already actively using AI across multiple areas of their organisation. 46 per cent have started to implement AI in select areas.

The knowledge gap

However, AI adoption may be slowed by a shortage of relevant expertise. When asked for the factors that are affecting AI adoption, a lack of knowledge and awareness of current AI solutions, and uncertainty around ROI or business value were selected as the biggest AI-related challenges, chosen by 44 per cent of respondents respectively. This was closely followed by a lack of expertise or skilled personnel at 43 per cent.

This is also the case for specific AI technologies such as AI PCs. 30 per cent of respondents cited a lack of relevant skills and a lack of understanding around use cases as holding back AI PC rollout.

This is indicative of an information gap. Those with a data or solution background such as software vendors and cloud service providers may be well-positioned to implement AI, but for those without, resources and education around use cases and value proposition may be needed.

Customers look to the channel to not only assist in providing and implementing AI solutions, but act as a trusted source of knowledge, offering ongoing support and expertise. They may be eager to embrace AI, but unsure where to start or how their business can benefit, so look to channel partners to fill any gaps.

According to CRN’s research, 41 per cent of respondents said that customer interest levels in AI have increased significantly over the past year, with 36 per cent saying they have increased somewhat.

Customers are clearly ready to have conversations around AI, and those in the channel must be ready. This means establishing your organisation as an authority in this space is crucial to building customer relationships and tapping into new sources of revenue.

However, channel organisations themselves may require some upskilling in this area if they are to provide customers with much-needed guidance.

The importance of upskilling

Before implementing AI internally or guiding customers in this area, evaluate your organisation’s existing skillset and invest in training and development in any areas that need improvement.

Rather than relying solely on internal expertise, this means looking to your partner network. Vendors with expertise in AI are a valuable resource, as the AI solutions themselves, they can provide relevant information and training opportunities for staff.

As with any area of technology, AI is developing at a rapid pace, so improving your knowledge and application of AI products and services is an ongoing process. Ensure your team is up-to-date with the latest trends and research so you are well-prepared for client queries.

There is a clear opportunity add value when it comes to AI, whether that means managing AI solutions, offering professional services, or passing on efficiencies gained through implementing AI internally. But unlocking opportunities for innovation and growth relies on building up internal expertise.

To find out more, read CRN’s latest report, created in partnership with Lenovo