Reinventing the Channel: How AI is Reshaping Profitability in 2026

As we move towards 2026, the conversation surrounding artificial intelligence (AI) in business has transformed significantly. No longer regarded as a project confined to laboratories or pilot phases, AI has firmly embedded itself within the core operations of commercial enterprises. For many in the Middle East, the demand is clear: measurable impact and accountability must stand at the forefront of AI utilization. This fundamental shift marks a pivotal moment in how channel ecosystems are structured, as vendors pivot from basic product resale models to more sustainable, outcome-driven partnerships.

The New Ecosystem of Value Creation

Vendors have recognized an urgent need to redesign their partner ecosystems around orchestration, platforms, and quantified outcomes. For channel partners, this means evolving from being mere resellers to orchestrators of platforms that unify enterprise data, modernize infrastructure, and effectively govern AI solutions. Success hinges on the ability to transform fragmented tools into cohesive environments that drive operational efficiencies, enhance resilience, and ultimately reclaim valuable time for businesses.

Samih Moussly, Senior Director of Global Partners & Channels at ServiceNow, succinctly encapsulates this paradigm shift: “Partners must stop selling AI features and start delivering business outcomes.” While enterprises have experimented with various AI applications—such as chatbots and copilots—over the past two years, many have encountered challenges translating these initiatives into tangible results. Consequently, those partners who can redefine the narrative around AI, pivoting from feature-based discussions to a focus on impact and quantifiable results, will find themselves in the vanguard of success.

The Frontline Shift to Intelligent Operations

Industry leaders like Zebra Technologies highlight a pronounced trend among retail, logistics, and manufacturing sectors, which are allocating significant portions of their IT budgets to enhance workflow automation. Rather than fixating on devices, businesses are now concentrating on creating intelligent operations that seamlessly integrate hardware, software, and AI, fostering real-time decision-making and increased asset visibility.

Zebra’s “Impact of Intelligent Operations” report underscores this evolution. With organizations directing an average of 69% of their budgets towards technologies that streamline frontline workflows, it is evident that AI’s true value is extracted when physical operations are digitized and connected to enterprise systems. For channel partners, this presents a golden opportunity: the ability to generate insights and turn them into measurable actions.

Bridging the Divide: From Pilots to Production

As partners navigate this new landscape, the key to revenue generation lies in bridging the chasm between pilot projects and full-scale production systems. Emerging trends show that platform integration services and outcome-based pricing models are increasingly becoming primary avenues for profit. In regions like the Middle East, where data sovereignty and compliance are vital concerns, expertise in these areas will serve as a significant differentiator among channel partners.

Geoff Greenlaw, VP EMEA/LatAm Channel at Pure Storage, explains that companies are no longer investing in AI infrastructure without thorough scrutiny. They seek a partnership that enhances not just capacity but also efficiency. The opportunity for channel partners lies in guiding organizations to optimize their AI infrastructure rather than simply expanding it.

Security at the Forefront of AI Implementation

As AI transitions into broader production realms, security has emerged as a defining element for facilitating scalable deployments. Maya Zakhour, Director of Partner Ecosystem at BeyondTrust, emphasizes the critical need for partners to imbue their AI frameworks with privilege-centric identity security to mitigate risks associated with autonomous AI systems. Without adequate controls, these systems pose heightened vulnerabilities, making the role of partners in ensuring governance and continuous visibility indispensable.

Amar Mehta, Senior Director of Sales MEA at Sophos, concurs, asserting that the evolution of AI within security systems is paramount. As partners shift from offering standalone security tools to holistic, measurable AI-driven security solutions, they increasingly position themselves as trusted experts in the AI security domain.

ERP: The Backbone of AI-Driven Strategies

AI’s growing prominence also extends to enterprise resource planning (ERP) systems, traditionally seen as back-office functions but now recognized as integral to intelligent automation. Paul Flannery, VP International Channel at Epicor, draws attention to this recalibration of ERP’s role within AI strategies. As conversations broaden from isolated modules to comprehensive ecosystems, partners that can navigate this expanded landscape will find immense value.

Architectural Collaboration and Vendor Evolution

The evolving needs of the market have encouraged vendors to rethink their partner programs to align with this outcome-driven model. Companies like ServiceNow and Cisco are enhancing their partner frameworks to bolster innovation, streamline how solutions are built and certified, and reward collaborations that emphasize strategic value creation over transactional volume.

Greg Williams, VP Channel EMEA at Zebra Technologies, highlights that successful ecosystems won’t be defined by sheer numbers, but rather by the strength of collaboration and the effectiveness of co-created solutions. The emerging trend of multi-partner collaborations signifies a broader evolutionary trajectory where coherent orchestration trumps traditional scale.

The Future: Orchestrating AI for Maximum Impact

Looking to 2026, the imperative for channel partners will be mastering orchestration across multiple technological domains. The new paradigm dictates that AI-ready partners must not only integrate disparate systems and facilitate governance but also ensure compliance within complex regulatory environments.

This transformative journey necessitates that partners evolve from the traditional role of product resellers to that of strategic advisors and platform orchestrators. In the increasingly competitive AI economy, technology serves as an enabler, but it is orchestration that ultimately defines success. As partners adapt to these shifts, the potential for growth, innovation, and value creation in the AI landscape is boundless.