This insight is from my book, From Prompt to Profit: The MSP’s Playbook for AI-Driven Client Success, now available on Amazon. In the book, I share why MSPs need to move quickly on AI—not only to capture opportunity but to protect client relationships from outside players who don’t have the same depth of trust.
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AI Consultants Are Targeting Your Clients
Back in 2010, EHR consultants showed up during the implementation gold rush. They suddenly became the strategic voice in healthcare technology while MSPs became just the “tech implementers.”
It’s happening again with AI.
Right now, AI consultants are knocking on your clients’ doors with promises to:
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- Build AI roadmaps
- Train staff on AI tools
- Automate workflows
They’re not trying to replace your help desk. But they will get between you and your client’s most strategic decisions.
Warning signs your clients are already talking to them:
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- Questions about “AI strategy” or “digital transformation”
- Requests for workflow analysis
- New terminology around automation opportunities
Unlike those EHR consultants who came and left, AI consultants are positioning for the long haul. Because AI adoption requires ongoing guidance—not just a one-time implementation.
The good news? Your clients trust you. They don’t want another vendor.
The challenge? You need to give them a reason to say: “Thanks, but my MSP is handling this.”
Start now:
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- Adopt AI internally and build real expertise
- Proactively discuss AI risks during your next client touchpoints
- Offer AI Awareness Training and help clients start using AI tools safely
The MSPs who start AI conversations now will lead the adoption. The ones who wait will implement someone else’s strategy.
From Blueprint to Build with BSN
From Prompt to Profit lays out the risk: if MSPs don’t lead the AI conversation, outside consultants will. At BSN, we help partners keep that seat at the table by giving them the tools to guide clients from day one:
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- Generative AI Certification gives MSPs the confidence to lead AI conversations without needing to be experts. Over 25% of our partner base is already certified, building credibility before consultants can wedge their way in.
- AI Awareness Training helps MSPs address shadow AI, reduce risks, and show clients how to use tools like ChatGPT and Copilot productively and securely. It’s the “Trojan Horse” entry point that builds trust fast.
- AI Readiness Innovation Assessment (AIRIA) uncovers how employees are already using AI, surfaces risks, and helps MSPs guide the roadmap—before an outside voice steps in to do it for them.
- AI Acceptable Use Policy template and guidance give MSPs a way to establish clear guardrails so clients feel confident that AI is being rolled out safely and strategically.
When you can point to your own adoption, show structured training, and bring assessments and policies to client conversations, you’ve answered the challenge. The consultant knocking on their door becomes unnecessary—because you’re already leading the way.
Take Action Before They Do
AI consultants may already be pitching your clients, and if they haven’t yet, they will soon. The only question is whether they’ll find an opening, or whether your client points back to you as the trusted partner already leading the way.
Join us for our upcoming webinar on Tuesday, September 23, 2025, at 2:00 PM EDT, where we’ll dive deeper into this topic and show you how MSPs can stay ahead of AI consultants knocking on their clients’ doors.
Save Your Seat for the Upcoming Webinar
Want the full playbook? Download your free digital copy of From Prompt to Profit and start turning AI strategies into client-ready services.
AI leadership starts with the first conversation. Make it happen today.
