The Channel's Power: MSPs as Architects of Secure, AI-Powered Infrastructure for Canada's Digital Economy.

Managed Service Providers (MSPs) are no longer just IT support, but the backbone of IT infrastructure for organizations worldwide. They are responsible for delivering, deploying, securing, and managing technology, and have become critical sales engines for the global tech industry. MSPs are front-line cybersecurity defenders, deploying and managing endpoint protection, email security, firewalls, and managed/extended detection and response tools, and providing incident response and security awareness training. With the rise of cloud-first environments and artificial intelligence (AI), MSPs must evolve to manage complex cloud infrastructure, SaaS stacks, and identity systems, and learn how to manage, explain, and optimize AI tools for clients.

Managed Service Providers (MSPs) have traditionally been seen as IT support partners, but their role has evolved significantly in recent years to become the backbone of IT infrastructure for organizations worldwide. According to data from Canalys, 95% of global B2B IT and cybersecurity sales are delivered through and with partners worldwide [2]. This shift underscores the critical role MSPs play in the global technology industry, making them not just trusted local operators but also key sales engines.

MSPs are increasingly serving as front-line cybersecurity defenders. They deploy and manage endpoint protection, email security, firewalls, and managed/extended detection and response (MDR/XDR) tools, ensuring patching, backup, and compliance across distributed environments. Additionally, MSPs provide incident response and security awareness training, acting as trusted advisors for selecting and integrating new solutions. This trust extends to the point where the buyer often relies on the MSP’s recommendation without knowing the vendor, highlighting the MSP’s influence in every stage of the sales cycle [2].

The rise of cloud-first environments and artificial intelligence (AI) is driving further evolution in the MSP landscape. Clients expect seamless hybrid or multi-cloud solutions, often involving multiple vendors, and MSPs must adapt to manage complex cloud infrastructure, SaaS stacks, and identity systems. The days of on-prem-only solutions are not over, as cloud costs, lock-in, and data sovereignty are on the rise, necessitating MSPs to meet these evolving customer needs and compliance issues [2].

AI is also reshaping how MSPs operate. Vendors are embedding AI into their solutions, and MSPs must learn to manage, explain, and optimize these AI tools for clients. MSPs themselves must deploy AI tools to stay competitive in service delivery and support. Furthermore, MSPs must guide their clients through the AI journey, helping them understand and implement AI effectively [2].

Client expectations have shifted significantly. Businesses now expect proactive security, measurable outcomes, and compliance assurance, not just reactive support. Strategic advisory services are replacing basic IT maintenance as the value differentiator. MSPs must also address privacy, compliance, supply chain, and even cyber insurance issues, reflecting the broader scope of their responsibilities [2].

The ISG Provider Lens® report on Oracle Cloud and Technology Ecosystem Providers is a testament to this evolution. ISG, a global AI-centered technology research and advisory firm, is studying the ecosystem of service providers supporting Oracle-based digital transformation. The report will evaluate providers offering professional consulting, managed services, and Oracle Cloud Infrastructure (OCI) capabilities, providing valuable insights for enterprise buyers and ISG advisors [1].

In conclusion, MSPs are no longer just IT support providers but are integral to the digital transformation and security of organizations worldwide. Their role is evolving to meet the demands of cloud-first environments, AI integration, and changing client expectations. As they continue to adapt and innovate, MSPs will remain a critical component of the global technology landscape.

References:
[1] https://www.morningstar.com/news/business-wire/20250819510152/isg-to-study-oracle-cloud-and-technology-providers
[2] https://ca.finance.yahoo.com/news/opinion-power-channel-214020627.html