How AI Will Reshape Partner Ecosystems And Keep Human Trust At The Core
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How AI Will Reshape Partner Ecosystems And Keep Human Trust At The Core
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We explore how AI can actually help partner programs today, where it still falls short, and what data foundations are needed to turn dashboards into decisions. Margaret Adam, Director Product & Partner Marketing at Channelscaler shares practical wins in co-sell matchmaking, MDF automation, and personalising enablement at scale while keeping trust central.
• AI use cases that already work in channel
• Data readiness and workflow standardisation
• PRM as the real-time window for partners
• Personalisation with next best actions
• Co-sell partner matching beyond certifications
• Attribution support in multi-partner deals
• Generative AI guardrails and brand context
• Balancing automation with human relationships
• Measuring ROI through time saved, engagement uplift, conversion gains
• Future interoperability across ecosystems
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