Quick Answer: GTIA's new research report, AI Adoption in the Channel: What ITSPs Are Actually Doing, What's Working and Where to Start, confirms that AI adoption has outpaced AI governance across the IT channel. While 97% of organizations report using AI, only 20% have the governance frameworks, policies and commercial strategies in place to convert that adoption into measurable business results. The gap creates real opportunity for ITSPs to step in as trusted advisors on AI strategy, not just AI tools.
The Research Behind the Report
GTIA partnered with consulting firm AchieveUnite to conduct qualitative interviews with ITSPs, vendors, distributors, advisors, investors and end customers during the first quarter of 2026. The goal: Understand why AI adoption and AI maturity are moving at such different speeds. The resulting report builds on GTIA's State of the Channel 2026 research and gives ITSPs a practical framework for closing that gap.
At ChannelCon 2026, Sharon Florentine, manager, research analyst, GTIA, walked members through results of an additional research study, End-User AI Adoption: How ITSP Customers Are Really Using AI, and detailed what those findings actually mean for end users and their businesses. Here are the five themes that stood out.
Slow and Steady Wins the Race
SMBs are not rushing into AI. Most are assigning AI ownership to an existing role rather than creating a new one, a sign that they want to get this right rather than move fast and fix it later. Guardrails are already forming: 44% of organizations have guidelines in place for acceptable use of public AI tools, while 26% are still working out what those policies should include. That 26% represents a clear opening for ITSPs to add value right now.
AI is not replacing talent at the SMB level, either. Only 34% say AI has meaningfully changed their hiring or talent strategy. SMBs are not making the drastic workforce shifts some larger enterprises are making.
The Budget Blindside
GTIA’s State of the Channel 2026 found that 98% of organizations are using AI, but only about 20% are doing so strategically. Adoption has outpaced maturity, and that gap shows up in the numbers: Firms that are AI-driven or AI-invested are more likely to report thriving, stable or growing revenue.
Budget is a sticking point. Nearly a quarter of organizations, 23%, say they have no dedicated AI budget at all. That raises a real question worth asking clients: If AI spending isn't its own line item, which department's budget is absorbing it?
Generalists vs. Specialists
Most organizations are reaching for tools of convenience: General-purpose assistants and AI features already built into their existing software. Only 20% are using tools built specifically for their industry, department, or role. Manufacturing and healthcare stand out as verticals where specialized AI tools remain largely untapped, and where ITSPs have room to lead.
Complexity Matters, or Does It?
ITSPs typically work to reduce complexity for customers. AI is bucking that pattern. Respondents reported meaningful productivity and efficiency gains from AI tools and services, and largely, they were satisfied with the results, even when the tools themselves added complexity. That combination, high satisfaction alongside added complexity, is an opening for ITSPs to help customers get the benefits of AI without the operational drag.
ITSPs as Trusted Advisors
This is the role ITSPs already know well, and AI does not change the fundamentals. The opportunity goes beyond helping customers use AI tools. It includes identifying what is holding customers back from adoption and helping them work through it: Employee training, customer-facing solutions, integration work and readiness assessments. For ITSPs looking to expand their AI practice, this is where to start.
What This Means for ITSPs
The disconnect between AI adoption and AI governance is not a warning sign. It is a market opportunity. Customers are already using AI. What most of them lack is a plan. ITSPs who can help clients build governance frameworks, set acceptable-use policies and choose the right tools for their industry are positioned to lead the next phase of AI in the channel.
The full AI Adoption in the Channel: What ITSPs Are Actually Doing, What's Working and Where to Start report includes a self-assessment tool, implementation recommendations and real-world lessons from channel organizations at every stage of AI readiness.
Frequently Asked Questions
What is the "AI Adoption in the Channel" report? It is a qualitative research report from GTIA, developed with AchieveUnite, that examines how ITSPs, vendors and distributors are approaching AI implementation, governance, workforce readiness, monetization and customer trust.
What is the "End-User AI Adoption: How ITSP Customers are Really Using AI" report? It is a quantitative research report from GTIA that examines how SMBs are thinking about and addressing AI implementation, governance, security, workforce readiness, maturity, and customer trust.
How do these reports relate to GTIA’s State of the Channel 2026? GTIA’s State of the Channel 2026 identified the gap between AI adoption and AI maturity across the channel. The “AI Adoption in the Channel” report goes deeper into that gap, drawing on direct interviews to explain why it exists and how ITSPs can close it. “End-User AI Adoption: How ITSP Customers are Really Using AI” dives into how end users are thinking about and acting on AI’s potential and promise and highlights where ITSPs can help.
What is the biggest gap the research found? Adoption significantly outpaces governance. Most organizations are using AI, but far fewer have the policies, ownership structures and budget planning needed to manage it responsibly and turn it into consistent business value.
Who should read these reports? ITSPs, SMBs, vendors, and distributors looking to build or refine their own AI governance, as well as any ITSP looking to advise customers on AI strategy, adoption, and risk management.
How can I access the full reports? The full reports are available to GTIA members on the Member Portal.
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