INDUSTRY VIEW
WHY VENDORS NEED TO GET THEIR AI NARRATIVE RIGHT FOR PARTNERS
Artificial Intelligence is creating significant opportunities for channel partners, but turning vendor innovation into measurable customer outcomes remains a major challenge. Suzanne Swanson, VP of Global Channel Partnerships at Rapid 7, tells us why vendors must reshape the AI narrative around practical business value, consistent partner enablement and real-world outcomes to help partners build trusted advisory relationships and drive sustainable growth.
AI is the dominant talking point in most business conversations, and yet many channel partners are struggling with its practical application. Kaseya’ s recent State of the MSP Report found that despite 48 % reporting AI as a top client need, only 13 % identified it as‘ a meaningful revenue source’.
The reason for that is the narrative produced by vendors around AI often focuses purely on capabilities or positions it as a product to be monetised directly. This approach leaves partners unsure of what the real business value is and how it can help their customers.
The opportunity for vendors is to make AI more practical. They need a clear story that shows where AI fits, how it can impact the business, and what measurable value it creates for customers.
Why are channel partners struggling with the AI narrative? I find that customers are not necessarily looking for partners who can explain every technical detail behind large language models or Machine
Suzanne Swanson, VP of Global Channel Partnerships at Rapid 7
Learning algorithms. They want trusted advisers who understand where AI delivers meaningful business outcomes.
The scenario I often see is that a customer has expressed an interest in AI, but it’ s not tied to clearly defined, outcome-based requirements. They know AI matters, but they may not know where to start and want the partner to help turn that curiosity into measurable value.
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