{"id":42860,"date":"2026-06-03T12:42:20","date_gmt":"2026-06-03T10:42:20","guid":{"rendered":"https:\/\/www.cloudmagazin.com\/2026\/06\/03\/artificial-intelligence-is-no-longer-a-playground-for-the-it-channel\/"},"modified":"2026-08-03T15:43:55","modified_gmt":"2026-08-03T13:43:55","slug":"artificial-intelligence-is-no-longer-a-playground-for-the-it-channel","status":"publish","type":"post","link":"https:\/\/www.cloudmagazin.com\/en\/2026\/06\/03\/artificial-intelligence-is-no-longer-a-playground-for-the-it-channel\/","title":{"rendered":"Artificial Intelligence Is No Longer a Playground for the IT Channel"},"content":{"rendered":"<p style=\"color:#6190a9;font-size:0.9em;margin:0 0 16px;padding:0;\">5 min read<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\"><strong>For years, artificial intelligence in the IT channel was a pilot project-great for demos, rarely for the balance sheet. According to the GTIA State of the Channel Report 2026, 31 percent of IT service providers in the DACH region now describe themselves as AI-driven, the highest share of any region. Anyone still saying &#8220;we&#8217;re testing Copilot&#8221; in a client meeting is facing an audience where a third have already turned AI into a business model.<\/strong><\/p>\n<h2>Key Takeaways<\/h2>\n<div style=\"background:#f8fbfd;border:1px solid rgba(11,183,253,0.28);border-radius:8px;padding:22px 26px;margin:16px 0 32px 0;\">\n<ul style=\"color:#1a2733\">\n<li><strong>DACH leads in AI maturity:<\/strong> 31 percent of IT service providers identify as AI-driven, with formal AI leadership and operational strategy. This is the highest figure among all regions surveyed by GTIA.<\/li>\n<li><strong>The swan song is over:<\/strong> Only 2 percent now see the channel losing relevance. In 2023, that figure stood at 15 percent.<\/li>\n<li><strong>Growth comes from AI and security, but operations decide:<\/strong> 41 percent expect both to be the top revenue categories. Whether that translates into margin depends on cost models, liability, and SLAs.<\/li>\n<\/ul>\n<\/div>\n<p style=\"font-size:0.88em;color:#666;margin:20px 0 32px 0;border-top:1px solid #e5e5e5;border-bottom:1px solid #e5e5e5;padding:10px 0;\"><span style=\"color:#004a59;font-weight:700;text-transform:uppercase;font-size:0.72em;letter-spacing:0.14em;margin-right:14px;\">Related:<\/span><a href=\"https:\/\/www.cloudmagazin.com\/en\/2026\/06\/01\/sovereign-ai-as-an-infrastructure-issue-why-open-source-decides-on-sovereignty\/\" style=\"color:#333;text-decoration:underline;\">AI sovereignty starts with infrastructure<\/a>&nbsp;&nbsp;<span style=\"color:#ccc;\">\/<\/span>&nbsp;&nbsp;<a href=\"https:\/\/www.cloudmagazin.com\/en\/2026\/05\/29\/finops-sees-everything-but-cant-do-anything-why-cloud-waste-isnt-decreasing\/\" style=\"color:#333;text-decoration:underline;\">FinOps sees everything but can\u2019t act<\/a><\/p>\n<h2 style=\"margin-top:64px;margin-bottom:20px;padding-top:16px;\">31 percent say they\u2019re AI-driven-here\u2019s what that means<\/h2>\n<p style=\"line-height:1.8;margin-bottom:20px;\">First, the data. Then, the caveats. The GTIA State of the Channel Report examines trends, opportunities, and challenges in the IT channel. For the DACH region, it\u2019s based on an online survey of channel experts conducted in December 2025, with 130 respondents. This isn\u2019t a broad market analysis-it\u2019s a snapshot from the engine room of the channel.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\"><strong>What does &#8220;AI-driven&#8221; actually mean?<\/strong> GTIA counts companies that already generate revenue with AI, have established formal AI leadership, and pursue operational strategies around AI. It\u2019s not about a single Copilot license-it\u2019s about AI as part of the business model, customer offerings, and internal processes. 31 percent of DACH service providers fit this description, more than in any other region surveyed.<\/p>\n<div style=\"background:#004a59;color:#fff;text-align:center;padding:40px 24px;margin:32px 0;border-radius:8px;\">\n<div style=\"font-size:3.4em;font-weight:800;color:#0bb7fd;letter-spacing:-0.03em;line-height:1;\">31 percent<\/div>\n<div style=\"font-size:1em;color:rgba(255,255,255,0.88);margin-top:12px;max-width:520px;margin-left:auto;margin-right:auto;line-height:1.5;\">of IT service providers in the DACH region describe themselves as AI-driven-the highest share of all regions surveyed by GTIA.<\/div>\n<div style=\"font-size:0.78em;color:rgba(255,255,255,0.5);margin-top:12px;\">Source: GTIA State of the Channel Report 2026<\/div>\n<\/div>\n<p style=\"line-height:1.8;margin-bottom:20px;\">Time for a reality check. &#8220;AI-driven&#8221; is a self-assessment-and self-perception isn\u2019t profit. A company might call itself AI-driven because it has an assistant in its Microsoft license and a slide on AI in its sales deck. The real question for every service provider is: Does your business belong to the group with real, billable AI revenue, or are you just wearing the label? That dividing line in 2026 will determine who\u2019s seen as mature by clients-and who\u2019s playing catch-up.<\/p>\n<h2 style=\"margin-top:64px;margin-bottom:20px;padding-top:16px;\">From Decline to Confidence<\/h2>\n<p style=\"line-height:1.8;margin-bottom:20px;\">What\u2019s remarkable isn\u2019t the current state, but the shift. In 2023, 15 percent of respondents still saw the channel losing relevance. By 2026, that number drops to 2 percent. The old narrative of the IT channel being squeezed between vendors and cloud marketplaces no longer holds up in the data.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">What\u2019s changed in just two years is the complexity on the customer side. 48 percent now view the channel as relevant and stable, while 49 percent see it as relevant but in flux. Together, these figures don\u2019t describe a defensive stance-they signal a realignment. The channel isn\u2019t becoming obsolete because stacks, compliance, and multi-cloud environments need the very guides it provides. Relevance is back. The open question is how it pays off.<\/p>\n<h2 style=\"margin-top:64px;margin-bottom:20px;padding-top:16px;\">Where Growth Comes From-and Where It Stalls<\/h2>\n<p style=\"line-height:1.8;margin-bottom:20px;\">On the supply side, expectations are clear. 41 percent of service providers anticipate that AI and cybersecurity services will be the top revenue drivers over the next two years. 24 percent see AI services as the biggest leap. AI is shifting from an internal efficiency topic to a portfolio staple, while security remains a steady demand area alongside it.<\/p>\n<p style=\"line-height:1.8;margin-bottom:20px;\">The catch lies in operations. 38 percent cite rising technological complexity as the key factor strengthening the channel, while 33 percent point to external pressures like economic trends, inflation, or interest rates as the biggest hurdles. Translated to the day-to-day of a system integrator: An AI service can be sold, but it also needs to be run. Who covers GPU and inference costs if the customer doesn\u2019t factor them in? Who\u2019s liable for faulty AI output? And what does an SLA look like when the model hallucinates? Until these questions are resolved, AI remains a revenue promise-not a profit center. <a href=\"https:\/\/www.cloudmagazin.com\/?p=42824\">Cost control in AI inference<\/a> isn\u2019t a sideshow; it\u2019s the difference between a pilot project and a profitable service.<\/p>\n<h2 style=\"margin-top:64px;margin-bottom:20px;padding-top:16px;\">What this means for your portfolio<\/h2>\n<p style=\"line-height:1.8;margin-bottom:20px;\">If you want to turn genuine maturity into actual revenue, you can\u2019t just pitch a flashy AI slide. The study\u2019s findings point to a sobering roadmap that moves an AI offering from a label to a billable service.<\/p>\n<div style=\"margin:28px 0;border:1px solid #e5e5e5;border-radius:6px;overflow:hidden;\">\n<div style=\"background:#004a59;color:#fff;padding:12px 18px;font-size:0.78em;font-weight:700;text-transform:uppercase;letter-spacing:0.14em;\">From label to market-ready AI service<\/div>\n<div style=\"padding:8px 0;\">\n<div style=\"display:flex;gap:18px;padding:12px 20px;border-bottom:1px solid #f0f0f0;\">\n<div style=\"min-width:150px;font-weight:700;color:#0bb7fd;\">Use-case assessment<\/div>\n<div style=\"color:#333;line-height:1.55;\">Start with a concrete customer process instead of a generic \u201cAI workshop,\u201d with measurable before-and-after metrics.<\/div>\n<\/p><\/div>\n<div style=\"display:flex;gap:18px;padding:12px 20px;border-bottom:1px solid #f0f0f0;\">\n<div style=\"min-width:150px;font-weight:700;color:#0bb7fd;\">Data check<\/div>\n<div style=\"color:#333;line-height:1.55;\">Determine where customer data resides, what the model is allowed to see, and which data leaves the premises.<\/div>\n<\/p><\/div>\n<div style=\"display:flex;gap:18px;padding:12px 20px;border-bottom:1px solid #f0f0f0;\">\n<div style=\"min-width:150px;font-weight:700;color:#0bb7fd;\">Operations &#038; security<\/div>\n<div style=\"color:#333;line-height:1.55;\">AI workloads create new attack surfaces. Monitoring and a security review belong in the same package-not bolted on as a second project.<\/div>\n<\/p><\/div>\n<div style=\"display:flex;gap:18px;padding:12px 20px;\">\n<div style=\"min-width:150px;font-weight:700;color:#0bb7fd;\">Cost model, SLA, liability<\/div>\n<div style=\"color:#333;line-height:1.55;\">Treat AI operating costs as a separate line item in the proposal, include an SLA that governs how overruns are handled, and clarify liability up front.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p style=\"line-height:1.8;margin-bottom:20px;\">It\u2019s less glamorous than the demo, but it\u2019s the part that shows up on the balance sheet. The study\u2019s lead frames the direction more diplomatically:<\/p>\n<blockquote style=\"margin:36px 0;padding:0;\">\n<p style=\"font-size:1.35em;line-height:1.45;color:#1a1a1a;font-style:italic;font-weight:500;margin:0 0 14px;\">\u201cOur results show that the DACH channel is no longer just watching AI-it\u2019s increasingly using it strategically.\u201d<\/p>\n<p style=\"margin:0;font-size:0.85em;color:#666;font-weight:600;\">Carolyn April, Vice President and Head of Research &#038; Market Intelligence, GTIA<\/p>\n<\/blockquote>\n<p style=\"line-height:1.8;margin-bottom:20px;\">In day-to-day channel life, the rubber meets the road one level deeper. By 2026 the market won\u2019t reward experimentation; it will reward an operable offering. Partners who bundle AI and security services with a robust cost model, clear SLAs, and settled liability will turn high maturity into revenue. Those who keep treating AI as a demo will stay mature in sentiment and invisible on the balance sheet. The full State of the Channel Report 2026 is available to GTIA members; media can request it via <a href=\"https:\/\/www.gtia.org\" rel=\"nofollow\">gtia.org<\/a>.<\/p>\n<h2 style=\"padding-top:64px;margin-bottom:20px;\">Frequently Asked Questions<\/h2>\n<details>\n<summary><strong>What does \u201cAI-driven\u201d mean in the GTIA study?<\/strong><\/summary>\n<p style=\"margin:8px 0 4px 24px;color:#555;line-height:1.6;\">GTIA classifies companies as AI-driven if they already generate revenue with AI, have established formal AI leadership, and pursue operational strategies centered on AI. Here, AI isn\u2019t just a single tool-it\u2019s embedded in the business model, customer offerings, and internal processes. This is a self-assessment, not an externally audited maturity level.<\/p>\n<\/details>\n<details>\n<summary><strong>How reliable are the figures?<\/strong><\/summary>\n<p style=\"margin:8px 0 4px 24px;color:#555;line-height:1.6;\">For the DACH region, the report is based on an online survey of 130 channel experts conducted in December 2025. It reflects sentiment within the channel, not a broad representative sample. The trends are clear, but the absolute values should be interpreted as directional indicators.<\/p>\n<\/details>\n<details>\n<summary><strong>Why is the channel regaining relevance?<\/strong><\/summary>\n<p style=\"margin:8px 0 4px 24px;color:#555;line-height:1.6;\">The share of respondents perceiving a decline in relevance has dropped from 15 percent (2023) to just 2 percent. Now, 48 percent view the channel as relevant and stable, while 49 percent see it as relevant but undergoing transformation. The driving force? Rising complexity on the customer side, which demands expert guidance.<\/p>\n<\/details>\n<details>\n<summary><strong>Which services are growing fastest according to the report?<\/strong><\/summary>\n<p style=\"margin:8px 0 4px 24px;color:#555;line-height:1.6;\">41 percent of IT service providers expect AI and cybersecurity services to be the top revenue categories over the next two years. Among these, 24 percent anticipate that AI services will see the most significant surge.<\/p>\n<\/details>\n<details>\n<summary><strong>What turns an AI service into real revenue?<\/strong><\/summary>\n<p style=\"margin:8px 0 4px 24px;color:#555;line-height:1.6;\">The key lies in operations: a cost model that accounts for AI operating expenses-like GPU and inference loads-as a distinct line item, an SLA for handling misoutputs, and a resolved liability framework. Without these foundations, AI remains a revenue promise rather than a profitable reality.<\/p>\n<\/details>\n<div style=\"margin:40px 0 24px 0;\">\n<p style=\"margin:0 0 12px 0;font-size:0.78em;font-weight:700;text-transform:uppercase;letter-spacing:0.18em;color:#666;\">More from the MBF Media Network<\/p>\n<div style=\"padding:14px 18px;border-left:3px solid #202528;background:#fafafa;margin-bottom:6px;\">\n<div style=\"font-size:0.7em;font-weight:700;color:#202528;text-transform:uppercase;letter-spacing:0.12em;margin-bottom:4px;\">mybusinessfuture<\/div>\n<p><a href=\"https:\/\/mybusinessfuture.com\/copilot-digitale-belegschaft-mittelstand-org-design\/\" style=\"font-weight:600;line-height:1.4;color:#1a1a1a;text-decoration:none;\">When AI collaborates instead of just assisting<\/a><\/p>\n<\/div>\n<div style=\"padding:14px 18px;border-left:3px solid #d65663;background:#fafafa;margin-bottom:6px;\">\n<div style=\"font-size:0.7em;font-weight:700;color:#d65663;text-transform:uppercase;letter-spacing:0.12em;margin-bottom:4px;\">digital-chiefs<\/div>\n<p><a href=\"https:\/\/www.digital-chiefs.de\/saas-portfolio-exit-strategie-vendor-steuerung\/\" style=\"font-weight:600;line-height:1.4;color:#1a1a1a;text-decoration:none;\">SaaS portfolios need an exit strategy, not another tool<\/a><\/p>\n<\/div>\n<div style=\"padding:14px 18px;border-left:3px solid #69d8ed;background:#fafafa;\">\n<div style=\"font-size:0.7em;font-weight:700;color:#69d8ed;text-transform:uppercase;letter-spacing:0.12em;margin-bottom:4px;\">securitytoday<\/div>\n<p><a href=\"https:\/\/www.securitytoday.de\/2026\/05\/16\/nis2-technische-mindestanforderungen-mittelstand-2026\/\" style=\"font-weight:600;line-height:1.4;color:#1a1a1a;text-decoration:none;\">Where mid-sized companies still lag behind on NIS2 technical requirements<\/a><\/p>\n<\/div>\n<\/div>\n<p style=\"text-align:right;color:#868e96;font-size:0.85em;margin-top:48px;\"><em>Image source: Cover image AI-generated (June 2026), C2PA certificate embedded<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"31 percent of IT service providers in the DACH region are working with AI-driven technology, according to the GTIA, more than in any other region.","protected":false},"author":87,"featured_media":42835,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_meta-robots-adv":"","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-title":"","_yoast_wpseo_opengraph-description":"","_yoast_wpseo_opengraph-image":"https:\/\/www.cloudmagazin.com\/wp-content\/uploads\/2026\/06\/gtia-state-of-the-channel-2026-ki-reifegrad-dach-cover-hero.png","_yoast_wpseo_opengraph-image-id":0,"_yoast_wpseo_twitter-title":"","_yoast_wpseo_twitter-description":"","_yoast_wpseo_twitter-image":"https:\/\/www.cloudmagazin.com\/wp-content\/uploads\/2026\/06\/gtia-state-of-the-channel-2026-ki-reifegrad-dach-cover-hero.png","_yoast_wpseo_twitter-image-id":0,"pre_headline":"","bildquelle":"","teasertext":"","language":"de","_evm_slot_owner":"","_evm_translation_lang":"","featured_post":0,"featured_post_sortierung":0,"_wp_old_slug":[],"footnotes":""},"categories":[924,927,932],"tags":[],"industry":[],"class_list":["post-42860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","category-partner","category-studies"],"evm_reading_time_minutes":8,"wpml_language":"en","wpml_translation_of":42833,"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Artificial Intelligence Is No Longer a Playground for the IT Channel<\/title>\n<meta name=\"description\" content=\"**&quot;DACH IT providers lead AI adoption-31% use AI-driven tools. 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