The Neuron: AI Explained The Hidden Industry That Controls The Tech Your Company Uses
23 snips
Mar 30, 2026 
Katie Bavoso, Channel Insider contributor who covers MSPs and AI adoption. Victoria Durgin, Channel Insider editor and channel expert who maps distributors and resellers. They unpack the invisible IT channel that delivers AI to businesses. Topics include how AI flows through MSPs and marketplaces, tools built for partners, vertical specialization, integration and data hurdles, and why MSPs both protect and amplify AI hype.
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Channel Is The Hidden Distribution Layer
- The IT channel is a distribution network that delivers vendor technology to businesses via MSPs, resellers, distributors, and marketplaces.
- Katie Bavoso likens it to buying milk at a grocery store rather than from each dairy, consolidating multiple vendors into one purchase and support relationship.
Use Channel Partners To Scale SMB Distribution
- Vendors should rely on channel partners to reach millions of SMBs rather than servicing every small deal directly.
- Victoria Durgin explains vendors keep direct teams focused on large enterprise while MSPs handle provisioning, integration, and ongoing service for smaller customers.
Adoption Matters More Than Licenses
- Getting customers to actually adopt and use AI is where real value and differentiation lives, not just selling licenses.
- Katie and Victoria note partners must enable usage, training, and secure deployment to avoid wasted spend and frustrated customers.