We’ve just wrapped up ChannelCon EMEA 2025, and while the event brought together a vibrant community of IT service providers (ITSPs), MSPs, solution providers, vendors, and distributors, what truly stood out were the insights shared throughout the week. The message was clear: AI is no longer a future consideration—it’s a present reality. How businesses choose to integrate it will shape their success moving forward.
These conversations were driven by GTIA’s robust programming, timely content and proprietary research, all designed to equip attendees with actionable strategies and fresh perspectives. Whether you joined us in person or couldn’t make it this year, we’ve compiled 10 key takeaways from the event that you won’t want to miss.
The ChannelCon EMEA Vibe
Share the inspiration with your colleagues and peers across the region—ChannelCon EMEA was truly unforgettable. #ChannelConEMEA #WeAreGTIA
A Boomer & a Doomer: Sir Stephen Fry Talks AI, Tech History and More
Artificial intelligence comes with great gifts but also great risk, noted actor Sir Stephen Fry told an audience of IT service providers (ITSPs), vendors, distributors and other tech companies. “I am both a ‘boomer’ and a ‘doomer,’” he said. “A doomer because it is in the same hands of the people who gave us social media. A doomer because they are fighting any hint or suggestion of guardrails and caution. A doomer because all technology is inevitably exploited. I’m a boomer too because AI itself gives us unique tools with which to deal with the very threats that I’ve mentioned. It [will] very soon help us with some of the worst diseases we’ve known. Without AI, how can we beat climate change?” Read more.
Scary, Thrilling and Wonder-Inducing: Sir Bob Geldof Discusses AI, Social Media, Live Aid and More
When a global rock star ends their keynote with, “Oh dear, we’re all (bleep),” you know it has been a wild ride. And Sir Bob Geldof’s keynote was certainly that, touching on war, famine, humanitarian aid and the unbreakable link between music and technology throughout his life and career. Addressing a packed audience during the closing keynote at ChannelCon EMEA, Geldof revealed he had been the second person to set up a dotcom business in the UK. He also talked about how technology made Live Aid possible in 1985. Read more.
Innovation & Perspiration: Channel Leaders Provide Insights for ITSP Growth
Cybersecurity, AI and the increasing complexity of tech can individually be a key issue squarely on the minds of ITSPs) and other tech companies today, but when all three become intertwined—and accelerate—then it’s enough to keep a business leader up at night. So how should ITSPs handle all the external forces reshaping and pressuring their business? Investments, partnerships and finding ways to simplify are three answers that can help unlock opportunities and navigate through disruptive times, according to executives on a channel leaders power panel . Read more.
State of the Channel Research: EMEA Insights
Carolyn April, vice president of market research and intelligence at GTIA and Tracy Pound, founder and managing director at Maximity Ltd. teamed up to share industry trends specific to the EMEA market based on research from the GTIA State of the Channel 2025 report, including:
AI is the undeniable force in our industry and beyond. ITSPs in the UK and Ireland are starting to figure out how to turn AI solutions and services into a revenue driver for their business this year.
The shift in business models from product to services is becoming more prolific. Across the region, we're seeing more and more ITSPs tell us they are primary services businesses focused on tech and business solutions.
And what services? Cybersecurity, data and AI all rise to the top. With their ascension will come a better, differently skilled workforce and a reorganization of other major business operations.
"Not everybody is going in the same direction, and that is OK,” April said.
A Step Toward Cybersecurity Trustmark Assurance
Three workshops were held at ChannelCon EMEA for ITSP and MSP members interested in pursuing the GTIA Cybersecurity Trustmark—assurance your company adheres to an industry standard of controls. Participants took a deep dive into risk management, learning how to integrate risk management into an overall business strategy. Some attendees explored how to safeguard data to ensure operational efficiency and client trust, and others participated in a tabletop-in-a-box session designed to strengthen incident response, communication strategies and business continuity planning from a client-centric perspective. Learn more about the GTIA Cybersecurity Trustmark.
Members Working Together: GTIA Member Group Initiatives
Several GTIA member interest groups gathered at ChannelCon EMEA to share insights and provide updates on initiatives. The IT Solution Provider Interest Group cautioned participants against chasing AI for the sake of it. The discussion, moderated by Andrew Allen, chairman at Aabyss, offered a practical look at how ITSPs can embrace AI without losing sight of ethics, data protection or human value. Panelists, Patrick Burgess, technical director at Nutbourne Ltd., Jamie Claret, CEO at Autonomate and Kim Simmonds, founder and CEO at Cloud Contracts 365 shared that AI should complement people, not replace them. In terms of practical advice, the panelists advised starting small—piloting simple, repetitive processes—to build confidence, prove ROI and avoid using AI for the wrong problems.
The Diversity, Equity and Inclusion (DEI) Interest Group hosted a lively panel discussion headed up by Hannah Lloyd, chief revenue officer at enhanced.io. The group covered what it was like to be a neurodiverse person in the workplace, how technology can help people thrive and how embedding DEI practices can measurably enhance business outcomes. Lloyd was joined by Tara Rummer, MSP channel captain at ImmyBot and Immense Networks, and Hollie Whittles, Infosec director at Purple Frog Systems Ltd. The panel also stressed the need for compassionate curiosity and removing stigma about neurodiversity.
Whittles also officially launched the GTIA Data & AI Guidebook: A Board-Level Blueprint for AI Success during her session: "From Insight to Impact—Harnessing Data & AI in Your Organisation, written by the GTIA UK & Ireland Community. She explained that human/AI collaboration will only deepen, saying “We need to get a grip on this now.” Her advice? Start with a pilot project, scale and integrate and think about how to monetize and optimize AI projects.
The Future of GTIA
On 9 January 2025, we unveiled the Global Technology Industry Association (GTIA)—and we haven’t slowed down since. From bold initiatives to exciting collaborations, it’s been a whirlwind of progress. At ChannelCon EMEA, GTIA executives teamed up with the Board of Directors to share where we’ve been and where we’re headed, all through the lens of four pillars: People, resources, community and advancement.
“We have a privilege—and the opportunity—to reimagine what is possible for GTIA,” said Dan Wensley, CEO, GTIA. “The value we can bring to your career and your business, your teams, and for the future of the IT channel.”
Growth is a priority, in terms of both GTIA and its members. To that end, Wensley announced industry veteran, Nancy Hammervik as GTIA's Chief Channel Officer, focusing on expanding membership, building strategic partnerships and amplifying GTIA’s voice as the global hub for the IT channel.
ChannelCon EMEA brought together ITSPs, vendors, distributors and companies that serve the channel from around Europe and around the world—from the UK, Ireland, the Netherlands, France, Switzerland, Turkey, and the United States and Canada. "One of the most powerful things about GTIA is that no matter where you're based, you belong here," said MJ Shoer, chief community officer, GTIA.
GTIA Giving News
GTIA UK and Ireland members selected TeenTech to receive £24,000. TeenTech is inspiring the innovators of tomorrow by showing young people that careers in science, technology, engineering and creative industries are open to them no matter their gender or background.
"In 2025 alone, we’ve committed £1.2 million through three programs: Member-directed giving, GTIA grants and local give-back projects," said Kelly Ricker, chief operating officer, GTIA. " Together, we’re ensuring that nonprofits and changemakers who are using technology to expand access, equity and opportunity around the world have the funds they need to succeed."
The inaugural #GTIAgives grant application cycle is complete, and the response was extraordinary! More than 500 nonprofits worldwide applied with powerful proposals to expand technology access and create opportunity in the communities where GTIA members live and work. In November we'll announce the full list of 2025 GTIA grant recipients and 2026 opportunities will open before year-end! Learn more.
Latest Tech Products, Services Showcased by 75 Exhibitors
More than 75 vendors and distributors shared their innovative solutions at the exhibitor hall at ChannelCon EMEA, demonstrating how new products and services can help grow your business. Vendors once again participated in a recruitment challenge to see who could register and bring the greatest number of attendees. Congratulations to the top three companies who helped introduce new executives and businesses to GTIA: 1. Kaspersky, 2. SaaSAssure and 3. DigitalXRAID.
Stay tuned for more info on ChannelCon EMEA 2026
