Analyst(s): Alex Smith
Publication Date: May 29, 2025
AWS, Dell, Google Cloud, IBM, Lenovo, Salesforce, and ServiceNow are just some of the vendors that have invested in AI to drive efficiencies in their partner operations. There are many different use cases where AI or AI Agents are being deployed to improve the way vendors work with their partner ecosystem. Futurum Research identified many of these examples through vendor briefings, which are highlighted in this latest report as key takeaways.
Key Points:
- Leading technology vendors are deploying AI to gain a competitive edge by improving efficiency across various partnering activities, recognizing that AI is transitioning from an innovative advantage to a fundamental expectation.
- Partner teams are increasingly leveraging AI agents for critical tasks such as onboarding, managing partner portals, guiding curriculum, streamlining demo environments, and automating deal registration, all while demonstrating clear improvements in efficiency and sales.
- AI-powered tools are improving co-selling by optimizing partner selection, enhancing customer trust through AI-summarized reviews and case studies, and increasing efficiency in financial processes such as MDF and rebate management, fostering a more agile and data-driven partner ecosystem.
Overview:
The landscape of technology partnering is undergoing a significant transformation, driven by the rapid adoption of Artificial Intelligence. As predicted by Futurum Research in early 2025, partner organizations are increasingly deploying AI to enhance operational efficiency, recognizing that early adopters will gain a crucial go-to-market advantage. This widespread experimentation is being led by major technology vendors such as AWS, Dell, Google Cloud, IBM, Lenovo, Salesforce, and ServiceNow, all heavily investing in AI Agents to optimize their partner-facing operations.
Table 1: Overview of How AI Is Being Deployed in Partner Organizations
The move toward AI in partner operations is not merely experimental; it’s a strategic shift. Partnering is a critical pillar for many technology companies, and enterprise AI deployments are designed to drive operational improvements across these strategic areas. While the pace and ambition of AI integration vary, there’s a clear consensus on the immense opportunity AI algorithms and agents present for the partnering ecosystem.
However, AI projects face increased scrutiny, requiring partner teams to demonstrate clear ROI goals to secure funding and resources. This push for measurable success has led to robust metrics, often showcasing significant time savings, improved sales performance, or enhanced partner satisfaction from AI implementations. These AI Partner Operations use cases broadly fall into three core areas: Partner Management, Partner Sales, and Partner Finance.
In Partner Management, AI is streamlining onboarding processes, with AI-assisted tools guiding partners through program requirements and even automating technical validations, as seen with AWS, which has dramatically improved response times and auto-approvals. Partner Portal Agents, trained on extensive documentation, provide partners instant access to critical program information, effectively replacing lengthy guides. Curriculum Advisor Agents guide partners through training programs, recommending advancements, and reminding them of obligations.
For Partner Sales, AI is revolutionizing efficiency and effectiveness. Demo Agents are automating the administration of demo environments, freeing up significant time for partner operations teams. Deal Registration Agents are making the critical and time-sensitive deal approval process more dynamic and data-driven, leveraging AI to optimize outcomes based on real-time information. AI-Assisted CPQ (Configure Price Quote) will become invaluable in high-volume markets, validating configurations, suggesting alternatives, and providing pricing insights. Furthermore, AI-Assisted Co-Sell is a game-changer, with vendors such as AWS and Dell using algorithms to select the best partners for co-sell opportunities, leading to improved closure rates and a more democratized partner base.
Within Partner Finance, AI is tackling complex administrative tasks. MDF (Market Development Funds) Agents are streamlining partner funding programs’ governance, administration, and reporting, moving toward more agile and efficient processes. Similarly, Rebate Agents are improving the agility and transparency of rebate programs, from budgeting and tracking to payments and query resolution, allowing partners quicker access to critical financial information.
The report concludes that while not all these use cases currently involve full-fledged agents, the trend is clear: AI will become the critical tool for serving partner teams, driving operational improvements, and ultimately shaping the future of partnering.
The full report, AI Has Arrived In Partner Organizations: Those Without Will Be Left Behind, is available via subscription to Futurum Research’s Channels & GTM service—click here for inquiry and access.
Futurum clients can read more in the Channels & GTM Intelligence Platform, and non-clients can learn more here: Channels & GTM Practice.
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Author Information
Alex is Vice President & Practice Lead, Channels & Go-to-Market at the Futurum Group. He is responsible for establishing and maintaining the Channels Research program as part of the overall Futurum GTM and Channels Practice. This includes overseeing the channel data rollout in the Futurum Intelligence Platform, primary research activities such as research boards and surveys, delivering thought-leading research reports, and advising clients on their indirect go-to-market strategies. Alex also supports the overall operations of the Futurum Research Business Unit, including P&L segmentation, sales and marketing alignment, and budget planning.
Prior to joining Futurum, Alex was VP of Channels & Enterprise Research at Canalys where he led a multi-million dollar research organization with more than 20 analysts. He played an integral role in helping the Canalys research organization migrate into Omdia after having been acquired in 2023. He is an accomplished research leader, as well as an expert in indirect go-to-market strategies. He has delivered numerous keynotes at partner-facing conferences.
Alex is based in Portland, Oregon, but has lived in numerous places, including California, Canada, Saudi Arabia, Thailand, and the UK. He has a Bachelor in Commerce and Finance Major from Dalhousie University, Halifax Canada.
