AI set to drive growth for UK & Ireland channel partners

GTIA’s 2026 State of the Channel report found that 42% of channel partners in the UK and Ireland expect AI services to deliver the largest revenue growth over the next 24 months, while 30% report AI is fully embedded in their business models.

The report surveyed channel partners across the UK and Ireland on current revenue mix, planned investments and barriers to growth. Thirty-five percent of respondents said 11%–25% of current revenue comes from AI-related services; 7% said more than half their revenue now stems from AI products and services.

GTIA grouped providers by AI integration. About 30% identified as “AI-driven,” with formal AI leadership and operational strategies in place, and 43% described themselves as “AI-invested,” continuing to transform offerings and partnerships. AI services ranked as the top expected growth area for 42% of respondents, compared with 37% for cyber security. Roughly 31% expect significant AI-related revenue growth in the next 24 months.

Respondents identified workforce skills and talent shortages (37%) as the largest barrier to scaling AI services. External market factors such as customer demand and competition were cited by 34%, and 16% reported concern about the availability and adoption of AI solutions.

Most channel partners reported using hybrid business models that combine managed services, project work and product sales. Many firms are selling a mix of legacy services and new AI offerings while testing pricing and delivery approaches.

Carolyn April, vice president of research and market intelligence at GTIA, observed, “AI hype is fast turning into AI reality. We are well past the experimentation phase. The key differentiator now is how strategically and operationally mature a provider’s AI usage is.”