AI 'Foundational' For TD SYNNEX: Here's What That Means For Partners

As we enter the later stages of 2025, AI continues to be a driving force for productivity, innovation and transformation across the business landscape. With MSPs and SMEs reporting high levels of competition and mixed levels of profitability, it’s never been more important for partners to seek new growth and value.

Discourse and research at the highest level has consistently pointed to AI as being the answer, but how can the channel best position themselves to capitalize—and what do those moves mean for partners?

“AI is now foundational for everything we do,” said Jessica McDowell, SVP, North American Marketing and Digital Customer Success at TD SYNNEX. “I think what that means for partners is there’s no perfect time to start. The right time to start is now—there really is no need to feel like you have to wait for perfect conditions.

“In terms of how we help partners, it’s meeting them where they are on that journey. As such, we built Destination AI and our AI Accelerator program to do just that. So, enabling partners in how they can bring AI to market, no matter what their skill level is, no matter where their insertion is, we are there to meet them and take them on that journey.”

Bridging the gap between awareness and action

Channel partners increasingly recognize that AI is no longer a distant opportunity but a critical capability shaping competitiveness and customer outcomes. They understand its transformative potential—from driving automation and efficiency to unlocking new service models and insights.

Yet awareness and ambition haven’t always translated into action. While some partners have already begun embedding AI into their offerings or operations, many remain at the early stages of exploration. Factors such as skills gaps, data readiness, and uncertainty around ROI or vendor alignment can slow progress.

As the technology matures and customer demand accelerates, the pressure to move from understanding to implementation is mounting. The coming year will likely separate those who merely acknowledge AI’s importance from those actively investing in strategies, partnerships, and enablement to make it a differentiator.

“We have a team of specialists that understand the AI market,” continues Jessica. “They understand how each of our OEM partners play into AI from their different perspectives and vantage points. From there it’s all about education and enablement.”

Ultimately, success in the channel will depend not just on recognizing AI’s potential, but on turning that understanding into practical expertise and partner-led innovation that drives real customer value.