Interview
AI-DRIVEN
PLATFORMS RESHAPE CHANNEL VALUE
Zoom says UK partners are shifting from product resale to results-based engagement, with demand rising for simpler programmes, faster quoting and AI‑powered workflow execution. Emma Westland, Strategic Partners Director at Zoom, elaborates.
W
hat trends are you seeing across the UK channel landscape that matter most to partners right now?
Te biggest trend we’re seeing is a demand for more
simplicity and speed. A lot of that comes down to changing customer expectations. Te vendors offering simpler pricing, faster quotes and more transparent programme structures are enabling the channel to play a more active role in effectively meeting the demands of their customers’ modern workforce. Giving our partners greater flexibility is essential –
and this is what our strategy and partner programme is built around. Rigid programmes or single-route models limit the ability to respond to customer needs in a timely manner, which stops them from building an ecosystem and sustainable growth.
Where do you see the biggest growth opportunities for the channel this year? Growth is no longer driven by volume resale alone. Te biggest opportunity lies in AI-powered, platform- driven engagement that helps organisations move
18 | July/August 2026
from communication to execution. As AI evolves from providing information to taking action, the channel has a significant opportunity to help customers adopt technologies that automate workflows, orchestrate tasks and generate measurable business value. Customers are increasingly viewing meetings, contact centres and telephony as integrated components of their operations. Tis creates real opportunity for partners that can simplify this complexity and help customers get clear return on investment from the technology they’re deploying. Fundamentally, this requires giving the channel
more flexibility and autonomy. As customers continue to adapt contact centre platforms to their needs, those who succeed will be specialists that can deliver targeted expertise and ongoing value across the customer lifecycle, rather than a ‘one size fits all’ approach.
How is Zoom evolving its channel programme to help partners differentiate? We’re evolving our channel programme to enable differentiation based on the results they help their customers achieve, not just the products they sell. At the
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