Research: Aussie ITSPs are being “strategic” around AI adoption
New research from GTIA shows a third of ITSPs are making between 6 and 10 percent growth from AI products.
Over a third of IT solution providers (ITSPs) in Australia and New Zealand are generating up to 10 percent of their revenue through AI products and services, according to new research from the GTIA.
In the State of the Channel ANZ research published recently, it highlighted that 53 percent of ANZ ITSPs will see AI as one of its top revenue growth categories.
While only a few partners are implementing AI, Bec Paior, ANZ regional community manager at GTIA told CRN Australia that she isn’t fazed by the slow uptake.
She said ITSPs are approaching AI with a balance of tactical execution and long-term strategy.
“They are taking care to integrate AI in a way that is efficient, effective, and secure, rather than rushing into rapid adoption,” Paior explained.
“In GTIA’s opinion, that means growth may seem lower, as they’re not rushing headlong into adopting a transformational technology that might not be right for them or their customers, but it’s a much sounder approach.”
When it comes to IT channel partners making money, some of the challenges include maturity and pricing of the AI models.
Paior said, “ITSPs are actively experimenting, but no single approach has yet emerged as the clear standard.”
She noted that this “uncertainty” makes it difficult to confidently package, position, and scale AI offerings.
“Providers are weighing multiple options, including bundling AI into existing managed services, per-user or per-seat pricing, per-device models, fixed fees, and outcome or performance-based structures,” she added.
Paior also highlighted that the rise of AI agents is adding another layer of complexity and raises the question of whether ITSPs should charge per agent.
“Until clearer norms and customer expectations are established, monetisation will remain a challenge,” she said.
“The opportunity is there, but ITSPs need to balance experimentation with developing commercially viable, repeatable pricing strategies that customers understand and trust.”
How can ITSPs make money from AI?
According to the GTIA survey, 38 percent of ITSPs expect modest growth from AI revenue over the next two years and 15 percent believe they will begin to see AI revenue growth.
For those beginning their AI revenue journey, Paior said ITSPs can play a strong role in AI readiness and assessment, cybersecurity, and governance, risk and compliance.
“Equally important is data services, including cleansing and management, which underpin any successful AI solution and present a clear opportunity for ITSPs to add value,” she said.
The research noted that 42 percent of respondents are “AI invested” while only 29 percent are AI drive.
Paior explained that ITSPs who are AI-invested and want to become AI-driven should continue both internal exploration and pilot programs and increase efforts to go-to-market with AI offerings.
“They should make sure they have strategic AI leadership in place, if they don’t already, and ensure AI is a formal part of their business operations and their GTM strategy,” she said.