Human intelligence has always been at the heart of innovation and progress; now, in this AI era, artificial intelligence is powering human intelligence at a scale that was previously impossible. This intelligence will drive us into the future as the new operating system, opening the door for MSPs to reach unprecedented levels of growth, margin, and advancement.
This was the theme at Ingram Micro ONE 2025, held in Washington, D.C., earlier this week. More than 2,000 MSPs, IT providers, and technology experts from around the globe got together to hear the latest from the distributor and get some insight into what’s coming next for the rapidly shifting channel.
In his opening keynote, CEO Paul Bay reiterated the incredible opportunity available for MSPs to serve as trusted advisors. “There’s no better time to be in this industry [than] right now,” he said. “We sit in the middle of a $5 trillion global ecosystem; the opportunity we have is unlimited. Why? Because there’s so much complexity. All of you, [working] as the trusted advisors for the millions of end businesses you’re serving every day, driving through that complexity.”
It’s clear that for MSPs, the future’s lit up neon. Here’s what you missed.
Zeroing In on Intelligence
In his keynote, Sanjib Sahoo, EVP and president, global platform group at Ingram Micro (pictured above), pointed out that the channel spends too much time talking about the “artificial” part of AI, and not enough on the “intelligence” aspect. “The transformation doesn’t come from artificial systems or processes,” he said. “It comes from intelligent systems—intelligent processes.”
The most important AI trend is the one most often overlooked, Sahoo said. “It’s intelligence. Intelligence is the new operating system. The essence of AI came from human intelligence at scale. This intelligence can power and change every business.”
The current shift shaking up the channel is the transition from generative to agentic AI. “Someone asked me once, ‘Why do we need agents?’ We don’t need agents,” Sahoo said. “Agents are us.” But though they aren’t currently filling any roles that couldn’t previously be done by humans, agents do have the capacity to streamline work, increase efficiency, and help businesses do more with less.
However, with AI, you get out what you put in. Sahoo compared AI agents to puppies: “If you train them, when they grow up, they’ll be loyal, do things for you, and be amazing. If you don’t train them well, they can come and bite you one day.”
He continued, “Agentic AI is changing the way we work today. It’s not eliminating jobs; it’s changing them. It’s not about replacement—it’s about reimagination.” The very structure of the channel is shifting, from work, to sales, to partnerships. “The growth coming will be different,” he said. “It’ll be more about outcomes or ecosystems [than products]. Technology is changing so fast that the model isn’t linear anymore. How you drive margin and acceleration is completely different.”
The biggest hurdle the channel needs to overcome right now is the discrepancy between the rapid rate of technology development and the slow rate of adoption.
Historically, MSPs don’t adopt new tech until all the bugs have been worked out. But that mindset is hurting adoption, Sahoo said. MSPs will be forced to evolve, or risk being left in the dust.
Focus on the Journey, Not the Destination
Saboo stressed that the most important aspect to make AI work is the journey, not the data or automation itself. “Do you have a streamlined process? Do you have your journey sorted out? If you automate garbage, you will get garbage,” Sahoo said. Too often, companies begin working on algorithms first, then try to shoehorn in a process and purpose for the AI they’ve built, instead of doing things the other way around.
Instead of trying to create value after the fact, start by mapping journeys and processes, Sahoo advised. “Using AI, you can map your vendor platform catalog, ingestion, rationalization, product management—every part of your company journey. Do design thinking, then figure out how you can use AI.”
To this end, Ingram Micro has created their first AI agent—a sales briefing agent, built using Gemini models through a strategic partnership with Google. While this agent is solely for internal use, Ingram hopes to one day make agents available for partners to use.
As partners work more and more with AI, Sahoo reminded attendees of one thing: “No AI tool, product, or ecosystem will be perfect. But as MSPs continue to work with AI, it will get progressively more refined. “The more you use it, the better it’s going to be. Netflix[‘s recommendations are] not perfect day one. The more you use it, the better recommendations it gives,” Sahoo explained.
“Everybody has unique problems in your business. Start with your problem. Don’t chase AI to be cool,” Sahoo advised. “Start with the problem and solve it with AI. What got you here will not get you there. Replace your mindset and reimagine your business.”
Headwinds, Tailwinds, and Other Trends MSPs Should Keep an Eye On
In a Q&A moderated by Jennifer Anaya, senior VP of global marketing at Ingram Micro, Tiffani Bova, chief strategy and research officer at The Futurum Group, outlined the biggest trends she sees coming for IT providers and MSPs. Here are the insights she shared.
Tailwinds to take advantage of. “Everything around data,” Bova said. “If you have clean, organized, and connected data and a solid data strategy, you can take advantage of all the things AI promises to do. As partners, the opportunity here is to double down in data strategy; [that’s] how you’ll help your clients realize the potential and possibility and promise of AI.”
Headwinds to watch out for. “The ability for the channel to adopt everything that’s available,” Bova said. “There are so many things coming at [not only] your clients, but you and your people. Ultimately, it’s your responsibility as leaders to make sure you’re skilling and certifying, and your people have the ability to maximize [the tools] that are available to them.”
Trends to keep an eye on. “Ultimately, your clients have the answers to [what trends to watch],” Bova said. “Not everybody is the same regionally; directionally it’s probably similar, but rate of adoption and speed of deployment is not going to be created equal. Understanding what your customers are looking for means getting closer to their business and looking for their business problems or opportunities. First and foremost, there’s so much opportunity in workflow—not only for your customers, but within your own business.”
Prime Your Engines…
Regardless of direction, it’s clear MSPs not only need to be experimenting with AI, but be braced and flexible to adopt new tech faster than ever before. Human intelligence, amplified and supported by artificial intelligence, will lead us into the new era of AI agents—and beyond. For more of the latest with AI, check out these 7 AI tools you don’t want to miss.
