You don’t know what you don’t know. When it comes to AI adoption, a lack of training and knowledge is the biggest obstacle, especially for IT service providers (ITSPs).
“The biggest hurdle is that business owners are coming to the MSP expecting us to be AI experts, and we’re not,” Joanna Riley, CEO and founder, Censia, told a ChannelCon 2025 audience during a conversational AI workshop. “Every day there’s something new that’s happening, and that’s the challenge.”
Related Content: 3 Ways MSPs Can Get Started in AI—Now
How AI is Reshaping the MSP Model
After two years of tremendous hype set in motion by the widespread introduction of ChatGPT, the industry, both vendors and the channel, is starting to grasp some of the more practical aspects of the AI business opportunity as well as its challenges.
According to the GTIA 2025 State of the Channel report:.jpg?width=479&height=319&name=ChannelCon2025_4930%20(1).jpg)
- - 46% of channel firms view AI as a revenue opportunity
- - 46% can see the benefits of AI in operational efficiency and automation efforts
- - 41% say that customer demand for AI solutions has grown
The group at ChannelCon mirrored these sentiments, noting that the opportunity for new services such as AI readiness, cyberAI and client automation consulting are opening high margin paths. They also agree that AI is disrupting the MSP model when it comes to low margin services like ticketing, monitoring and documentation. And customer demand is ripe, evidenced by customers asking more sophisticated questions.
“Training is the number one need for the entire channel around AI,” said MJ Shoer, chief community officer, GTIA. “Don’t sell what you don’t understand. Don’t rush to market. Make sure you are thoughtful and intentional in your approach.”
Turn AI Readiness into a Competitive Advantage
The biggest opportunity lies in becoming the bridge between AI technology and industry-specific applications. ITSPs and MSPs have something AI vendors lack—deep understanding of their clients' businesses, existing systems and pain points. To help you lean into that competitive advantage, GTIA has assembled a collection of AI readiness resources designed specifically for innovative, future-focused IT service providers.
How to Use a Custom LLM Writing Engine
When it comes to creating content, messaging or marketing materials, AI-powered tools can save ITPs a lot of time and money. They may not be perfect, and you should not rely on them 100% of the time or publish content without a manual review, but AI large language model (LLM) writing tools can provide a lot of value to your business.
The first thing MSPs need to do is choose an AI writing tool. Research several vendors, read reviews and talk to peers that have leveraged LLMs to help you identify the tool that makes the most sense for your organization. This Quick Start Guide assumes that you have already chosen a writing tool such as OpenAI’s ChatGPT or Microsoft CoPilot and are ready to get started. Read the guide.
Developing Usage Policies and Guidelines
Harnessing the power of AI can help a business meet specific needs and goals, but it takes organization, discipline and strategy to use it correctly. This Quick Start Guide was developed by West McDonald, GTIA AI Advisory Council member and founder and partner of GoWest.ai, to help MSPs create appropriate usage policies and procedures that can help both employees and clients be more successful.
Security, ethics and user education are just a few topics to consider when implementing AI. Finally, as AI solutions continue to develop and mature, it’s important to remember that any policies and procedures could be regularly monitored and updated to ensure they align with company culture, current trends and possibly laws or regulations. Read the guide.
AI Readiness Playbook and Toolkit
This toolkit provides quick tips to help you move from curiosity to action. Whether you're just starting to explore AI or already testing a few tools, this guide gives you a practical, no-fluff path forward. Inside, you'll find:
- - A quick diagnostic to identify your current AI maturity
- - A simple 3-step launchpad to select and test your first AI use case
- - A customizable canvas to map your AI action plan
- - Opportunities to showcase your success
Top AI Use Cases Infographic
This infographic on AI usage, produced by GTIA Artificial Intelligence Advisory Council, gives you 17 different use cases across numerous business functions to explore. These use cases have been identified as opportunities for ITSPs to pursue. View the infographic.
AI Survey Template
If you’re not sure where the start, the best place is the very beginning. These AI survey questions will help you assess your organization’s experience with AI in order to optimize planning and performance. Get the survey.
As AI continues to reshape how we do business, staying informed and prepared is more important than ever for ITSPs. The tools and resources highlighted here are designed to help ITSPs not only understand the potential of AI but also implement it responsibly and effectively. Whether you're just beginning your AI journey or looking to refine your strategy, these curated solutions offer a solid foundation for growth, innovation and ethical decision-making. Embrace the opportunity to lead with confidence—AI is not just the future, it's your next competitive edge.
Bookmark this page >> GTIA AI Readiness Resources
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