Channel partners want blend of AI innovation and focus on core technologies

A report from TD SYNNEX found partners are under mounting pressure to make the case for AI but must ensure it works side-by-side with existing tech

Channel partners are cautious on an ‘all-in’ approach to ramping up AI innovation and instead favour a balance between AI hype and a core business focus.

These were the top findings from TD SYNNEX’s third annual Direction of Technology Report, which revealed the key trends influencing the market.

Based on a survey of over 1,000 technology resellers, systems integrators, service providers and MSPs from more than 60 countries globally, the report highlighted five key global trends influencing the IT market in 2024.

With AI changing the way firms do business, channel partners are under mounting pressure to make the case for high-growth technologies, including nearly half (44 per cent) who plan to offer AI in the next two years.

To power the future, the ecosystem is investing in core technologies like security and hardware, ensuring that the new goes hand-in-hand with the foundational.

“This year, we’re seeing much more detail on how partners are embracing the power of AI and cloud technologies while making technology more adaptable to the needs of their customers,” said Patrick Zammit, CEO of TD SYNNEX (pictured).

“At the same time, they are balancing the need for robust security and regulatory compliance across all industries.”

Other key trends include tech companies finding their niche.

The report stated tech leaders know certifications and specialisation are keys to success in the dynamic tech marketplace, especially in cybersecurity (58 per cent), data privacy (58 per cent) and AI (45 per cent).

At the same time, they’re optimising flexible spending solutions to meet the needs of their customer base in today’s shifting economic climate.

Security still top priority

AI hasn’t displaced cybersecurity has one of the most significant focuses for companies.

TD SYNNEX found that this year, products at the intersection of security and innovation are driving the financial success of the channel and the broader marketplace.

Respondents identified security as the top profit generator in the ecosystem, while networking, endpoint devices, AI and hyperscale infrastructure round out their top revenue drivers.

Research also uncovered that the technology ecosystem thrives when leaders embrace the interconnection of the channel.

With nearly three-quarters of IT spend (73.2 per cent) driven by partners in 2024, it’s clear that collaboration will be crucial as the channel contends with rising competition and technological transformation.

Partners to offer solutions for more sustainable society

Across all industries, global topics like climate change, human rights and strong corporate governance are changing the regulatory and risk landscape.

Respondents are keenly aware of this, identifying environmental, social and governance standards as one of the top two challenges for their business in the next two years.

To stay on top of this shifting landscape, partners plan to offer technology solutions that help customers move toward a more sustainable and equitable society.