Telecom Reseller / Technology Reseller News
Telecom Reseller
Podcast
Episodes
Listen, download, subscribe
MSPs Must Preserve the Human Connection in the Age of AI, Podcast
“It’s not about your products or services. It’s about what you can do for your customers.” In this Technology Reseller News podcast recorded at ChannelCon 2026, technology journalist Todd R. Weiss discusses why MSPs must remain focused on customer needs as AI, automation and new services reshape the channel. Weiss has covered technology for more than 25 years and says the strongest technology stories are not centered on product announcements. They explain how a new service helps customers operate more efficiently, reduce risk or solve a business problem. “MSPs have to focus on what their customers need,” Weiss says. “The smart MSPs are already doing that.” He encourages providers to act as trusted advisers and explainers. Customers may approach an MSP with a new challenge or emerging technology and ask whether it is worth pursuing. The provider does not need to know every answer immediately, but it should be willing to research the issue and return with useful guidance. AI can support automation, management and other operational tasks, but Weiss warns against using it as a substitute for relationships and communication. “AI is not a human being, and customers often want a human being,” he says. “The human connection is always going to be critical to an MSP’s success.” Providers that use technology to avoid conversations risk creating distance between themselves and their customers. Those customers may eventually move to an MSP that remains accessible, responsive and willing to listen. At ChannelCon, Weiss is focused on learning what customers are asking MSPs to solve and how providers are using the event to find ideas, partners and services they can bring back to those customers. Connect with Todd R. Weiss on LinkedIn to learn more about his work.
Telecom Reseller / Technology Reseller News RSS Feed
