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Artificial intelligence (AI)—more specifically, generative AI—is no longer on the horizon. It’s here and it’s delivering measurable value across business environments. As technology manufacturers and resellers look to solidify their place in the evolving AI ecosystem, recent Keypoint Intelligence data highlights a strong momentum and strategic challenges that must be addressed to capitalize on demand.
For end buyers, 61% of organizations report tangible productivity and efficiency gains from gen AI initiatives. This serves as a strong signal that end users are not just piloting AI—they’re embedding it into operations. For providers, this is an opportunity to double down on outcome-focused messaging and offer product portfolios that connect directly to use case value. There’s clear potential to position AI as a business enabler and not just a technical upgrade.
Support models are evolving in parallel. While 38% of organizations manage AI tools internally, another 37% rely on a hybrid approach of internal and external support. This split suggests that flexible deployment and service models—particularly ones that empower channel partners—will be critical for long-term success. Vendors that enable resellers with white-label support services, integration frameworks, and preconfigured solutions will have an edge.
Despite the positive adoption trends, end user concerns persist as 35% of organizations are worried about adversarial attacks on AI systems, while an equal share fear the mishandling of private data. Vendors and channel partners must proactively address these concerns through transparent AI governance tools, built-in security safeguards, and educational resources.
When looking at the channel itself, 63% of US resellers are considering AI adoption in customer service operations—signaling that partners are not just selling AI, they’re looking to use it. However, 46% say AI is too complex for employees and IT teams to adopt easily. This calls for vendors to provide consultative support to their channel partners and resellers, offering programs and tools that assist with streamlined onboarding, guided workflows, and embedded training tools, which will help accelerate time to value for themselves and their clients.
Strategic Takeaways for Vendors and Partners
- Support Use-Case Selling: Focus messaging on real-world benefits like productivity and workflow acceleration to demonstrate how AI helps in real life to solve specific customer problems.
- Build Hybrid Support Models: Offer flexible, modular tools and services that fit hybrid management environments.
- Embed Trust in the Design of AI Solutions: Vendors and resellers should prioritize explainability, compliance, and secure-by-default AI models so they can show how secure AI tools are and how they make decisions.
- Simplify the Experience: Vendors should focus on tools that are easy to learn and use. Include training materials, step-by-step guides, and demo versions to help partners get started faster.
As AI adoption continues to advance from exploration to execution, the winners will be those who reduce friction, deliver confidence, and enable measurable outcomes for end customers and the channel.
Infographic designed by Mark DiMattei, Managing Editor at Keypoint Intelligence.
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