The good news is that the answer is ‘Yes’. Even better, is the news that almost whatever happens, IT channel partners stand to do well from AI. If, that is, they get themselves sufficiently up to speed on the technology and how it can be used by their customers soon enough.
► Most partners already have the skills to sell AI
► Build on what you already know to make AI feel tangible and achievable
A Substack posting by US blogger Noah Smith (published under the name of ‘Noah Pinion’), highlights the 1.2% contribution that AI is making to US infrastructure capex. As of mid-August 2025, in the previous two years it’s estimated that AI-related investment had contributed more to economic growth than the growth in consumer spending. While that’s impressive, valuations of companies involved in AI are not going through the roof. This is due – in Noah Pinion’s view – to investors realising that there will be intense competition between the major players – and that they won’t all come out on top.
The good news for the IT channel is that partners will definitely take a share of whatever money there is to be made out of AI. The only proviso to that is that they equip themselves to understand and talk about AI and benefits it can bring to customers early enough.
This does not mean completely overhauling your business and betting the farm on AI. It’s more about making it part of your core business. In a recent interview, Ed Morales, vice president of high-growth strategic business enablement for North America at TD SYNNEX, explained that partners don’t actually need any deep technical expertise to get involved with AI. ‘Most partners already have the skills – they just need help reframing how they sell’.
He also talks about the importance of infrastructure (‘You can’t put a jet engine on a paper airplane’) and how partners can build on what they already know, using the tools and relationships they already have, to make AI feel tangible and achievable.
This is where the TD SYNNEX Destination AI programme becomes relevant and useful. It helps partners build on what they already know, using the tools and relationships they already have. It enables them to understand where AI fits into their business and how they can have meaningful conversations about the technology with their customers.
Destination AI from TD SYNNEX is our comprehensive end-to-end programme designed to help you and your customers get ahead of the AI curve.
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