OAKBROOK TERRACE, IL — July 22, 2026 — A new research report from the Global Technology Industry Association (GTIA), AI Adoption in the Channel: What ITSPs Are Actually Doing, What’s Working, and Where to Start, takes a deep dive into some of the real-world experiences IT service providers, vendors and distributors are navigating as artificial intelligence moves from early experimentation to business transformation. GTIA’s new content brings to life key strategies and challenges ITSPs are facing related to AI implementation, governance, workforce readiness, monetization, and customer trust.
The new qualitative report, available to GTIA members, was developed to complement State of the Channel 2026 research which identified a significant disconnect between AI adoption and AI maturity among ITSPs. Although 97% of organizations say they have adopted AI, only 20% have the governance frameworks, formal policies, adoption processes, and commercial strategies in place to translate that adoption into long-term business value.
To better understand why this gap exists, GTIA engaged consulting firm AchieveUnite to conduct qualitative interviews on its behalf during the first quarter of 2026, focused on the real-world experiences of channel stakeholders. AI Adoption in the Channel: What ITSPs Are Actually Doing, What’s Working, and Where to Start draws on interviews with ITSPs, vendors, distributors, advisors, investors and end customers to identify the opportunities and obstacles shaping the next phase of AI adoption across the channel.
“AI has rapidly become a business imperative for channel firms, but the path from adoption to business impact is rarely straightforward,” said Carolyn April, Vice President of Research and Market Intelligence, GTIA. “These interviews revealed how organizations are approaching AI in practice, where they are encountering obstacles and what differentiates firms that are turning AI investments into sustainable business outcomes.”
Practical Guidance for Turning AI Adoption into Business Results
The findings suggest the channel is entering a new phase of AI adoption, with the focus shifting from implementation to execution and measurable business outcomes. Organizations are increasingly looking at how AI can improve operations, enhance service delivery and support growth.
To help IT service providers navigate this evolution, the report offers practical guidance tailored to different levels of AI readiness, including self-assessment tools, implementation recommendations and lessons from real-world channel experiences. It provides a framework for strengthening the governance, operational and commercial capabilities needed to scale AI effectively. By highlighting what successful organizations are doing differently, the report offers a roadmap for driving sustainable growth, resilience and competitive advantage.