2026 is shaping up to be a pivotal year for artificial intelligence (AI)—and not just in terms of technology, but in how businesses actually use it. The hype is fading, and practical, outcome-driven strategies are taking center stage. From shifting MSP revenue models to tackling ethics, shadow AI and workforce burnout, the conversation is moving beyond tools to trust, transparency and measurable results.
We asked members of the GTIA AI Advisory Council to weigh in on what we can expect from AI in the new year. See where our member leaders think AI is headed and what it means for service providers, businesses and teams everywhere.
ITSP Value Is About Outcomes, Not Tools
“I remind clients often that value is not about the tools you use. By 2026, MSPs will be measured by their results. Clients will care about how quickly issues get resolved, how often problems occur and how secure their environment truly is. AI can help MSPs deliver these results more efficiently, without simply adding more people. When I talk with clients, the conversation is not about which AI platform we use. It is about what actually improves their business.”
– Corey Kirkendoll, president and CEO, 5K Technical Services
More Project-Based AI Revenue for ITSPs
“In 2026, MSPs and ITSPs will finally break free from selling AI tools for a commission, chasing shiny features, or living off project-based revenue. Instead, they will lean into AI as a true outcomes engine. It will start with scalable AI readiness assessments and practical AI policies that every customer will need. From there, providers will shift away from billing for projects and begin charging for measurable results like time saved, dollars reduced and efficiency gained. A repeatable menu of AI driven initiatives will guide clients forward. The MSPs and ITSPs who win in 2026 will be the ones who finally crack the code on outcomes based revenue growth with true AI solution delivery.”
– West McDonald, Founder/Partner, GoWest.ai
AI Becomes a Workforce Multiplier
“AI is no longer just a buzzword or a tool you log into. At 5K Technical Services, we see AI as a behind-the-scenes force that helps our team deliver better results and a smoother experience for clients. When people ask, ‘What are we really supposed to do with AI?’ my answer is straightforward: Use AI to amplify your people, not just automate your processes. By 2026, AI will be part of everyday work, seamlessly supporting teams without drawing attention to itself. The companies that excel will not be the ones talking about AI the most. They will simply get more done, with less friction, and their clients will notice the difference. For MSPs, this means faster response times, fewer handoffs and less noise in daily operations.”
– Corey Kirkendoll, president and CEO, 5K Technical Services
Shadow AI Is Already Here
“This is happening in real environments right now. Employees are using AI at work, often without realizing the risks involved. They might paste data, documents or emails into AI tools just to get work done faster, but that can lead to data exposure and compliance issues. For MSP clients, this is no longer a future concern—it is a current reality. Having clear AI policies and guardrails is just as important as having the right security tools.”
– Corey Kirkendoll, president and CEO, 5K Technical Services
Service Providers Can Advance as Governance Recedes
“Ethics will overtake governance as the top discussion point, and service providers will have a unique opportunity. Businesses are concerned about governance, but they’re terrified of ethics, because ethics without governance means they’ll have to do the right thing simply because it’s the right thing. The service provider opportunity? Ethics is subjective. Model makers don’t build fine-grain ethics into their models and businesses don’t understand AI or ethics well enough to get it right. Service providers can fill this gap, keep models running ethically and help mitigate brand damage from inappropriate AI-human interactions.”
– Matt Konwiser, ATL Leader, IBM
Cybersecurity Is Moving Upstream
“Security teams are struggling with too many alerts, and that needs to change. AI is helping move cybersecurity from a reactive approach to a more predictive one. Instead of responding only after something breaks, systems will start identifying patterns early. For MSP clients, this shift means fewer emergencies and more stability. The goal is not to have more alerts, but to have fewer problems overall. This changes how we approach security services.”
– Corey Kirkendoll, president and CEO, 5K Technical Services
The AI Skills Gap Is Not Technical
“This often surprises people. The toughest part of AI is not the technology itself—it is the people side. Leaders need to know when to trust AI and when to pause. Employees should feel comfortable questioning AI output, rather than accepting it without thinking. In MSP conversations, this comes up frequently. Training and mindset are just as important as the platform you use.”
– Corey Kirkendoll, president and CEO, 5K Technical Services
Trust Will Decide Who Wins With AI
“Trust is more important than speed. As AI becomes a bigger part of decision-making, people will want to know where the data comes from and how decisions are made. Clients expect transparency, and employees want clarity. MSPs that help businesses use AI responsibly will earn long-term trust. In the end, that trust will matter more than any technical feature.”
– Corey Kirkendoll, president and CEO, 5K Technical Services
How can you leverage AI to deliver exceptional business outcomes in 2026?
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