CRN Exclusive: TD Synnex Launches Agentic AI-Based Digital Bridge Sales Tool To Power Partner Sales Growth

‘[The new tool] is leveraging the information that we have aggregated as a distribution company and helping companies really improve their practices, helping drive more sales, helping drive better sales, helping drive customer experience improvements,’ says Nate Herz, TD Synnex senior vice president and North America CIO.

TD Synnex is launching an agentic AI-based addition to its Digital Bridge platform aimed at powering partner sales growth.

The new functionality—which is built into Microsoft Teams and Outlook—provides partners out of the gate with access to what TD Synnex calls an AI assistant with deep solutions enablement insight.

The new AI assistant—which is now available for download—is designed to improve partner “win rates” in high-growth technology areas like security, infrastructure, cloud, AI, data analytics and IoT.

The plan is to build on the initial release, leading to the delivery in the first half of next year what amounts to the equivalent of a full- blown, agentic AI-powered superstar consultant of sorts providing recommendations and insight in response to specific customer pain points.

“We are taking partnership with our customers to the next level, and indeed, we are going to leverage technology to improve the quality of the support and the solutions we deliver to our partners,” said TD Synnex CEO Patrick Zammit in an interview with CRN. “It’s a new way of working. It’s the next level of partnership with our customers to create more impact for them.”

The agentic AI-based Digital Bridge offering opens the door for partner sales reps to tie into the $58.45 billion distribution behemoth’s intellectual property on business outcomes and solutions directly at the point they are communicating with customers in Microsoft Teams or Outlook to win business.

The vision for the new platform is to enable partners to look closely at customer data so when the partner connects to the system it provides “ideas on actions he can take with some of his end users to win some new business,” said Zammit. “That’s how powerful this whole thing is.”

Nate Herz, senior vice president and North America CIO, who led the team that developed the agentic AI solution, said the new functionality represents a “profound” step forward in how partner sales reps can better serve customers.

“It is leveraging the information that we have aggregated as a distribution company and helping companies really improve their practices, helping drive more sales, helping drive better sales, helping drive customer experience improvements,” said Herz. “That is a profound step forward to me, enabled by technology that wasn’t available earlier on in the history of our industry. This is a new tool that allows us to solve these problems in a new way.”

Herz said the initial release provides crucial skills enablement insight that makes the “partner seller smarter and addresses the skills gap at the point of communication” with the customer.

Herz said the new Digital Bridge agentic AI capability has been described by one TD Synnex colleague as the equivalent of an “AI powered superstar consultant that’s sitting right alongside the partner when they’re having a conversation with the end customer, whispering in their ear.”

Herz described the TD Synnex intellectual property used to make recommendations to customers as a unique blend of “enablement information and training materials” on high-growth technology opportunities.

“It is meant for people in sales, marketing and operational roles,” said Herz. “It’s information on how to understand these technologies, kind of position them, how they can be consumed and it does have some vendor-specific information. It is all around understanding the technology and how to deliver outcomes to end customers.”

The insight and enablement provided by the agentic AI solution act as an “extension” of the partner’s team, augmenting the “conversation with the end customer right where that conversation is happening,” said Herz.

“We see this great opportunity to use AI, AI developed and provided by TD Synnex, to help ride alongside our partners so that they can manage this ever-changing technology environment,” he said.

The ability to provide critical insight and enablement information directly at the point of sale is a breakthrough that is unmatched in the industry, said Herz. Up until now, the approach taken by distributors with such tools has been the equivalent of trying to “sell fries to the Uber Eats driver,” he said. “You’re talking to the wrong person at the wrong point in the communication.”

The TD Synnex agentic AI capability “fundamentally changes the paradigm,” said Herz. “All of this information that we have had in the past was just being shared in fragmented ways, offline, not at the point of communication. It’s now accessible. And so the return on investment with this comes in the form of partners having access to that information, being able to provide their end- customer-facing resources with the skills to have the right conversation with the end customer.”

In addition to the TD Synnex enablement information, the new tool is integrated with vendor data, starting with Dell Technologies. The new agentic AI offering includes access to Dell Technologies’ programs, rewards and promotional information for partners.

Michael Kanan, chairman and CEO of Southfield, Mich.-based Inacomp, who had the original idea for the Digital Bridge platform and helped bring the agentic AI capabilities to life, said he sees the Digital Bridge addition accelerating the sales motion for his sales reps.

“It is going to give them more time to obviously carry on more engagements and conversations with customers because the speed of execution is going to be greater than it once was with existing or net-new clients,” he said.

Furthermore, Kanan said he expects the new tool to allow his reps to have more strategic conversations with customers. “Once you are strategic and have a better relationship, you have a higher touch,” he said. “One you have a higher touch with that customer, it is going to allow higher margins because the relationship is better.”

TD Synnex has an ambitious road map for the agentic AI offering, including plans for an AI agent marketplace for partners and support for partners building their own agent offerings through the Model Context Protocol (MCP) open standard for AI agents, said Herz. “This is an area where we’re going to continue to invest, and you’ll see rapid deliveries throughout fiscal 2026,” he said.

Ultimately, the agentic AI-based tool is “going to provide a better solution, a better experience, a better conversation to the end customer,” said Herz. “That’s going to enable more robust sales.”

At this point, the focus is on getting more partners to adopt the Digital Bridge platform, which has been developed by a team of under a dozen developers reporting directly to Herz. Thousands of partners have downloaded the Digital Bridge application with hundreds actively using the platform on an ongoing basis.

Zammit credited Herz and his development team for doing a “fabulous job” of bringing more and more intelligence to the platform with each passing day.

“In four and a half quarters we have moved move from nothing or an idea to a solution, which is not only integrating and connecting with the systems of our partners but on top of that it is already powered by agentic AI, which is the latest technology,” said Zammit. “So my point is you can see how fast we are moving. Nate and his team are fully empowered to continue listening, getting inputs from the [PartnerLink] council, and continuing to evolve the tool extremely fast.”

Zammit said now the focus is on getting partners to adopt the breakthrough agentic AI solution. “If I have a dream, it is that all our customers adopt it,” he said. “It also becomes a good opportunity for new partners to join us, to embrace the power of the tool, and to accelerate growth on their side. So adoption is now the next frontier.”