“What they really need to do is understand what the customer is trying to achieve and is AI the right tool to help them achieve that?” he said. The temptation to go out and sell themselves as an AI expert is massive right now, noted Shoer. One of the most important areas with AI right now is looking at agreements. When he was at GTIA’s ChannelCon conference, Shoer said there was only “one MSP in the room that was actually selling — truly selling — AI services”. “They actually understand how the space works, because that’s where we all build our businesses, and that’s what we do all day, every day,” explained Davis.