Partner Content: How the channel can accelerate AI PC adoption

The emerging AI PC market is set to disrupt the world of personal computing. While the technology is still relatively new, those in the channel can expect to hear a lot about them this year and beyond.

AI PCs are personal computers, mainly laptops, that come with processers that are expressly designed to accelerate a variety of AI workloads with processing done locally on the device rather than in the cloud. They are equipped with advanced artificial intelligence capabilities, including machine learning algorithms. This is intended to be more secure and improve privacy, and also allow for lower latency.

A number of major players have already made strides in AI computing, on both the OEM and processor side.

Microsoft is another big player, and recently announced Copilot+ PCs, powered by Qualcomm’s Snapdragon® X Elite and Snapdragon® X Plus processors. Equipped with new silicon capable of 40+ TOPS (trillion operations per second), all–day battery life and access to advanced AI models. Unlike some other AI PCs, AI models can be run directly on the device.

As new AI capabilities and applications become available, Snapdragon X Elite is built to help users take full advantage of them. With best-in-class AI performance that outpaces competitors by 4.5X and an innovative NPU that unlocks powerful AI capabilities on-device, the Snapdragon X Series positions users to access new AI-powered experiences.

The role of the channel

While interest in the technology is certainly ramping up, presenting the channel with an opportunity to encourage customers to upgrade their hardware, they must demonstrate a business case and prove why it is better to run AI applications locally.

AI PCs offer numerous opportunities for bundling, such as software, through AI development tools, productivity suites, and industry-specific applications, hardware with complementary devices such as high-resolution monitors, external GPUs, and advanced input devices, and managed services, AI consulting, training, and support. There’s also potential for bundling cloud services to support AI workloads and data storage solutions. In other words, while selling the devices themselves is important, the channel has a role to play in offering education and support as well.

In the context of a general slowdown of global PC sales following an uptick during the Covid-19 pandemic, refresh cycles may be longer than before with organisations holding off on purchasing new devices in the current economic climate. They may be waiting to see how the AI PC market pans out before making endpoint purchasing decisions, so it is important for those in the channel to highlight the benefits of investing in the technology and in future-proofing device fleets to be prepared for AI advances.

End user organisations may have concerns around the cost of investing in AI PCs, security and data privacy implications, and whether devices will be compatible with their current tech stack. Highlighting the long-term ROI through increased productivity and efficiency that AI PCs offer, ensuring robust data protection measures and transparent AI usage policies are in place, offer training and support services to ease the integration with existing systems will go some way to remedy these concerns.

AI PC growth

While AI PCs are unlikely to be an overnight success, steady growth is to be expected in the next few years, particularly among users where having access to AI-features in their day-to-day working lives is particularly useful.

Carlos Fernandez Pilo, Director of Business Development at Qualcomm Technologies International, Ltd. said: “[AI PCs] don’t necessarily render traditional PCs obsolete but rather represents an evolution. Traditional PCs will continue to have a market, especially in sectors where AI capabilities aren't a priority. However, AI PCs are set to become the preferred choice for users who need enhanced computational power and intelligent features. This is especially true in industries like manufacturing, finance, and healthcare, among others.”

Vendors also have an important role to play and those that work closely with channel partners to bring the first wave of AI PCs to market will stand out from the crowd. Co-op funds, demand generation programmes, funded positions, strong field engagement and detailed sales and marketing campaigns will boost interest and awareness levels, both among channel partners and end users.

As AI adoption becomes more widespread, it is likely that there will be more of a demand for devices to match. Those in the channel must understand customers’ needs and illustrate how AI PCs will help deliver on business outcomes and wider goals.

How the channel can promote CoPilot+ PCs

According to recent research by The Channel Company, over 50 per cent of solution providers are aiming to integrate AI before 2025.

53 per cent of solution providers say customers are asking about GenAI much more often or more often than a year ago.

As interest levels increase, those in the channel must be prepared to have regular conversations with customers, not just about AI itself, but also whether they are equipped with the right devices to get the most out of the technology.

Those in the channel must also have relevant resources and use cases to hand to educate both end users and partners to help them drive sales.

For example, distributor and solutions aggregator TD Synnex recently launched Destination AI, a comprehensive, strategic aggregation of its AI services and resources designed to help partners gain a competitive edge. It features assets and resources aligned to industry relevant use cases, a pool of technical AI and Edge Intelligence subject matter experts, and AI solution demos.

Click here to learn more from Qualcomm and TD SYNNEX on AI PCs and the future of personal computing.

Snapdragon and Qualcomm branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries.

This Article is sponsored by TD SYNNEX and Qualcomm