2024 Predictions


“The crux is not the avoidance of technology due to its inherent risks but


harnessing its potential while establishing robust regulatory frameworks,”


Centoni adds: “We must also ensure that consumers have access


to and control over their data in the spirit of the recent EU Data Act. With the rising importance of AI systems, available public data will soon hit a ceiling and high-quality language data will likely be exhausted before 2026. Organisations need to shiſt to private and/or synthetic data which opens the possibility for unintended access and usage. “In 2024, AI-enabled disinformation, scams, and fraud will


continue to grow as a threat to businesses, people, and even candidates and elections. In response, we’ll see more investments in detection and risk mitigation. Inclusive new AI solutions will guard against cloned voices, deepfakes, social media bots, and influence campaigns. AI models will be trained on large datasets for better accuracy and effectiveness. New mechanisms for authentication and provenance will promote transparency and accountability.” “Te crux is not the avoidance of technology due to its inherent


risks but harnessing its potential while establishing robust regulatory frameworks,” says Jeffrey. “With every innovation comes responsibility, and this holds true for AI. “Te AI revolution is not just about soſtware or algorithms. It’s


about embracing a new era marked by even closer collaboration between humans and machines. It is about understanding that while AI can augment our capabilities, it is up to us, the humans, to guide it, regulate it, and ensure it’s used to create sustainable value.” Maor concludes: “AI is not going to replace AI, but people who know how to use AI will replace those who don’t.”


Adapting is key What does all this really mean for channel partners? David Watts, senior vice president and regional managing director, UK and Ireland, TD Synnex explains: “In 2024, as they were in the past year, cloud and cybersecurity will be key areas of activity. We expect AI will be more of an influence and it could play a significant part in driving hardware upgrades. We also expect


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interest in IoT and data analytics to grow. “For partners, the most important


thing will be having access to the enablement resources and support required to meet their end-customer needs – whether that’s for a simple refresh of laptops or a comprehensive digital transformation project. As solutions become increasingly complex, we expect to see increased enthusiasm and involvement in ecosystems and more collaboration between channel businesses with complementary capabilities. “Sustainability and DEI will continue to be major themes and IT


Ralph Jordan, Lenovo


providers will need to both demonstrate their own efforts to drive down their carbon footprint and help customers do the same with the technologies they deploy and use.” “Whilst last year brought its set of challenges, 2024 is going to be a


turning point for many businesses,” adds John Hayes-Warren, CEO of Agilitas. “Many channel companies, Agilitas included, will proactively move forward with adopting a ‘Total Experience’ strategy, which is defined as an organisation’s ability to break silos and treat all experiences as interconnected. “With increasing demands from both customers and employees,


the total experience will require diverse groups and teams, who may have previously worked in siloes, to collaborate, share knowledge and operate in a coordinated manner. Tis approach bolsters employee and customer confidence, satisfaction, loyalty, and advocacy over time. When implemented successfully, the strategy will also demonstrate and communicate a company’s core value proposition across all touchpoints. “I expect that we will see the polarisation of organisations across the


channel in 2024. Tose who are adapting, creating a total experience strategy, tracking their carbon footprints and putting their people first, are the ones who will succeed now and in the future.”


January/February 2024 | 25


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