MSPs


introduced, but only used to summarise emails. Azure AI models might be spun up experimentally, but never embedded into live processes. Meanwhile, SMEs juggle disconnected tools with little orchestration across the business. Research from Hot Source Creative reveals that 39% of SMEs cite lack of clarity around AI use cases as their biggest barrier. Te tools are present, but without a strategy, they become shelfware. Microsoft’s AI platform appeals to SMEs for good reason: it’s


embedded in tools they already use and trust. From Teams and Outlook to Azure and Dynamics, Microsoft’s ecosystem offers a scalable, secure and familiar foundation for experimentation and growth. A 2024 Microsoft-commissioned study estimated that


widespread AI adoption could add over £78.1 billion to the UK economy by 2035. With 99% of UK businesses qualifying as SMEs, this cohort represents a huge part of that potential. Microsoft’s investment in AI reflects this vision. In fiscal year


2025, the company is allocating $80 billion towards AI-enabled data centres and infrastructure upgrades. This means every SME working within the Microsoft ecosystem stands to benefit from next-generation performance, availability and scale – if they can find the right way in. But the paradox is clear: the technology is there, but the


traction is missing. This is what we call the missing activation layer.


The power of platform-and-partner Microsoſt’s approach has long focused on building a powerful platform and enabling its delivery through partners. For SMEs, this model is crucial. Rather than trying to navigate AI adoption alone, they can work with Microsoſt-certified ISVs and MSPs to tailor AI tools to their specific needs, optimising operations without needing to expand their workforce. Smart partnerships don’t just unlock technology, they simplify


it. Tey help SMEs make sense of what they’ve bought, identify quick wins, and scale their efforts with confidence. They also bring change management and upskilling into the picture, so that tools don’t just sit unused but become second nature in daily work. Customer service remains one of the most promising areas for


AI activation, especially for SMEs where resources are limited, but customer expectations remain high. Tis is where specialist providers add real value. By


understanding both the capabilities of Microsoſt’s ecosystem and the specific demands of customer service environments, these partners help SMEs bridge the gap between potential and performance. From integrating AI into ticket management systems to building intelligent knowledge bases that evolve with every interaction, they turn general-purpose tools into targeted solutions. Tis might mean smarter routing of customer enquiries,


faster access to resolution workflows, or personalised prompts that support agents in real-time – without requiring a full system overhaul. Te key is knowing where AI fits into existing operations and ensuring it complements, rather than complicates, service delivery.


www.pcr-online.biz An example comes from UK insurer Markerstudy Group,


which integrated Microsoſt 365 Copilot, Azure OpenAI Service, and Azure AI tools to modernise operations. Starting with a pilot phase in customer service, Markerstudy deployed AI to assist agents with call summarisation, triage, and task automation. Encouraged by the results, the company expanded its use of


Copilot across other functions, including soſtware development and back-office workflows. Teir experience shows how AI, when implemented through Microsoſt’s partner network and tailored to business-specific needs, can significantly enhance efficiency and service quality.


How to choose the right AI partner Choosing the right partner is one of the most important decisions an SME can make when implementing Microsoſt AI tools. Rather than simply selecting the provider with the most technology on offer, businesses should focus on finding a partner who can lead them through a strategic, sustainable journey toward AI adoption. Microsoſt Solutions Partners hold formal designations in key


areas like Data & AI, Modern Work, or Business Applications, which signal that they’ve been vetted by Microsoſt for technical capability, customer success, and staff accreditation. A valuable partner will understand the realities of the


company’s specific sector, whether that’s the pressures of running a contact centre or the complexity of compliance in regulated industries. Tey should be able to translate broad AI capabilities into workflows that make sense for the business. Equally important is how they support onboarding and


ongoing adoption. Partners that offer structured training, embedded change management, and post-deployment support ensure AI tools are actually used, not just implemented. Finally, SME’s should seek out partners who talk about


business outcomes. Tey should ask about KPIs, listen to pain points, and tailor their approach accordingly.


Looking ahead According to IDC, GenAI is delivering substantial returns, estimated at 3.7 times the investment per dollar spent. But unlocking that value means moving beyond experimentation. Te SMEs who will succeed with AI aren’t necessarily


those spending the most, but those who’ve found a practical, embedded way to activate it. Rather than pursuing grand digital transformation agendas, they start with one use case, one workflow, and scale what works. Te future of AI in the SME space is about better alignment;


aligning people, processes, and platforms around realistic, valuable outcomes. With the right partner, the AI tools SMEs already have can become the engine of competitive advantage. And as Microsoſt continues to invest heavily in AI


infrastructure and integration, the case for activation grows stronger. With the right strategy, even small businesses can access enterprise-grade technology and make it work on their own terms.


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