WHY AI-ENABLED VARS ARE WINNING IN THE DIGITAL-FIRST ECONOMY
, says VARs must now deliver outcomes, not just products. AI and Intelligent Document Processing are helping them do just that, by speeding sales cycles and sharpening customer insight.
T
he pressure is on. Te digital-first economy demands more from value- added resellers (VARs) than ever before.
It’s no longer enough to deliver products or services alone; VARs are now expected to deliver outcomes. Tis shiſt reflects a broader transformation in customer expectations, where value is measured not only in features or price, but in impact, relevance and foresight. Having worked closely with channel businesses
navigating this evolution, I’ve seen firsthand how artificial intelligence (AI) and specific solutions like Intelligent Document Processing (IDP), are reshaping the landscape. Tese technologies are empowering VARs to accelerate deal cycles, personalise customer engagement and anticipate future needs with remarkable precision. For VARs, aligning with solutions that are
actively investing in AI development is no longer optional; it’s the key to unlocking deeper
14 | September/October 2025
customer relationships, smarter operations and sustainable growth. AI allows VARs to move beyond transactional selling and into consultative partnerships, where they’re not just meeting current needs but helping shape future strategies.
Tis shiſt is particularly relevant in competitive
markets like the UK and Ireland, where channel partners must navigate complex compliance landscapes and rapidly shiſting customer demands. AI provides the agility and insight needed to stay ahead of those curves. It also helps VARs differentiate themselves in a crowded field, where technical capabilities alone are no longer enough to win loyalty. VARs have long been positioned as trusted
advisors, but AI enables them to evolve into intuitive partners, ones that understand customer needs before they’re articulated. By leveraging machine learning (ML) and natural language
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