In 2026, AI agents will become the dominant interface for IT services, reshaping procurement, support and service delivery across the channel. This shift brings unprecedented efficiency—but also new governance, identity and security challenges. We asked GTIA members to predict what the IT channel can expect this year. The verdict? The channel’s winners will be those who combine innovation with disciplined oversight.
AI Agents Take the Wheel
“In 2026, AI agents will become the go-to interface for IT services. ITSPs and vendors will lean on autonomous agents for procurement, support and service delivery. This shift will mean new rules for governance, identity and security because unmanaged “shadow agents” will be the next big risk. Vendors that fail to integrate agentic AI will fall behind. A few of the agents will crash and burn in a big way too, causing issues in supply chain management, support snafus and service delivery.”
– Dawn Sizer, CEO, 3rd Element Consulting
Partner Programs Pivot to Outcome, Engagement Models
“Partner programs in 2026 will continue to pivot from revenue-only scorecards to outcome‑and‑engagement models. Vendors will reward certifications, lifecycle services and net retention alongside new logos, with points unlocking real benefits such as co‑selling, data access and funded demand. Expect more dynamic tiering, regional flexibility and marketplace attach. For partners, this means greater opportunity to differentiate through expertise and customer success, not just volume. The standouts will offer transparent dashboards, clearer playbooks and faster time to incentives, making it easier for partners to grow profitably and build lasting relationships.”
– Kris Blackmon, Director of Partner Marketing, AvePoint
Increased Focus on Delivering Business Outcomes, Disciplined Processes
“MSPs will shift from selling ‘managed services’ to selling measurable business outcomes. Clients are getting savvier, and they’re done paying for activity. They want certainty, clarity and predictable impact. The MSPs that win will redesign their operating models around outcome delivery, blending AI automation with disciplined processes that eliminate rework and raise margins. By the end of 2026, the highest performing firms won’t be defined by ticket counts. They’ll be defined by the business results they consistently create.”
– Adam Bielanski, COO, Frictionless IT
Corporate Branding Shifts from Aesthetics to Authenticity
“In 2026, the IT channel will witness the erosion of perfectly polished corporate branding. As generative AI floods the market with perfectly optimized, yet generic, content, vendors and ITSPs must pivot their market approach. The new strategic imperative is authenticity over aesthetics. Branding will shift to raw, human-centered storytelling, prioritizing candid, behind-the-scenes content and real employee narratives to foster genuine trust and differentiation.”
– Colleen Baldrey, Growth Marketing Specialist, Moovila
AI’s Bubble Will Pop, But Not Migration and Usage
“The AI bubble will start to burst, but the ripple on the service is not likely to stop the migration of use over to AI. Cybersecurity levels will continue to increase to a much higher baseline with more ITSPs deciding if their relationships with certain customers are worth the risk. Further consolidation in ITSPs choosing fewer partners to broker better pricing and services on a single platform.”
– Phil Callow, Owner, Ark ICT Solutions
Vendors Want API-Enabled Partners
“Vendors will prioritize partnerships with providers (especially new vendors) that offer well-documented, publicly accessible APIs. Enabling seamless integration for their existing MSPs’ stacks, reducing implementation complexity and deployment time. Vendors with robust API ecosystems will attract more partnerships as they facilitate automated workflows and unified management platforms. This API-first approach allows vendors to expand their market reach efficiently, positioning themselves as essential within MSPs' stack and ultimately capturing a broader audience through established distribution channels.”
– James Abercrombie, Global Community Lead, Acronis
Data Transparency Becomes a Buying Requirement
“In 2026, ITSPs will need to offer comprehensive data services as customers demand greater clarity and control over the data they entrust to their partners. Beyond protection, MSPs will be expected to prepare data for AI use, enforce privacy rules, map and document data flows, and provide ongoing proof of compliance through transparent reporting. To enable this shift, vendors must deliver tools with built-in auditability, unified governance and easy-to-surface evidence so providers can confidently demonstrate the integrity of their customers’ data environments.”
– MJ Patent, CMO, Logically
More States Will Enact Consumer Data Privacy Laws
“By 2026, the number of U.S. states with comprehensive consumer data privacy laws will climb beyond 20 (already 19 states have passed such laws). This proliferation will force ITSPs and SMBs to get serious about data-inventory, classification and cross-state compliance. Vendors and distributors who provide partners with automated data-flow mapping, data-use-purpose controls and multi-jurisdiction rule engines will become essential. In short: Data isn’t just being secured—it must be understood, governed and tracked as legislation spreads.”
– Michael Zbarsky, Co-Founder, Blacksmith InfoSec
GTIA Members, access a library of business building resources on the Member Portal.
Not a member? Join now.
