Last week at IT Nation Connect, I had the opportunity to spend several days listening, learning, and talking with MSPs from every corner of the industry. Now that I’ve had time to reflect, one message stands out above every keynote, every breakout session, and every hallway conversation:
AI is here to stay, and many MSPs still don’t know where to start.
All week, I heard the same encouragement from speakers and vendors alike:
“Start using AI internally. Start talking to your clients. Start offering services.”
But the problem became quickly apparent: Most MSPs don’t actually know what the first step is.
Why MSPs Are Feeling Stuck
Across sessions and conversations, two recurring themes surfaced:
1. MSPs don’t have the dev skills or resources to build custom AI/automation.
The fear of needing to hire an entire AI dev division before even starting is very real.
2. MSPs don’t have visibility into their clients’ real workflows.
MSPs may understand their clients’ technology stack and security posture, but that’s not the same as understanding how people actually work.
For example: A client may use M365, Teams, and a CRM. But how do employees actually collaborate? What are the daily micro-tasks they repeat? Where do bottlenecks happen? What is being copied and pasted 50 times a day?
Without visibility into the human workflows, MSPs feel unsure where to plug in AI meaningfully.
The Big Questions MSPs Are Asking
These were the questions I heard over and over again:
- “Do we need to build an entire AI/automation team before talking to clients?”
- “How far behind are we?”
- “AI consultants are already pitching our clients, how do we stay the trusted advisor?”
Here’s the truth, and it’s one MSPs need to hear:
The vast majority of MSPs are in the same exact position.
And that’s okay.
The Good News: You Don’t Need to Be an AI Expert to Start
The message that the BSN team and I shared all week was simple and reassuring:
You don’t need deep AI expertise to provide value today.
Drawing from our CEO Art Gross’s book From Prompt to Profit, MSPs already have a massive opportunity right now. Not by building complex automations, but by:
- Managing AI risk
- Governing safe adoption
- Training people
- Guiding organizations toward productivity gains
- Becoming the AI trusted advisor
Shadow AI: The Clearest Entry Point for MSPs
Here’s a stat that stopped a lot of MSPs in their tracks:
90% of employees regularly use personal AI tools for work, even though only 40% of companies have an official subscription (MIT / Project NANDA (via VentureBeat, Aug 2025).
This is Shadow AI – the AI version of shadow IT.
Employees copy/paste client information, internal documents, and company IP into free AI tools like ChatGPT, Gemini, and Perplexity:
- Free tools store the data
- They train on it
- That data can resurface later
The result? Massive risk exposure in privacy, compliance, and data security.
Where do MSPs fit in? This is a problem you already know how to solve.
Shadow AI is the perfect starting point for AI conversations with clients because it connects directly to an MSP’s core strength: protecting users and securing systems.
A Simple 4-Step AI Playbook MSPs Can Start Today
You don’t need an AI engineering team for this. MSPs already run versions of this playbook in security, phishing training, and compliance programs.
Here’s how to adapt it for AI:
1. Train Users on the Risks
Education first. Teach employees why unsanctioned AI tools create risk and how to use AI safely.
2. Implement an AI Acceptable Use Policy
Clearly define:
- What tools can be used
- What data can be shared
- Required protections
- Guardrails for safe use
3. Deploy a Secure, Approved AI Solution
Offer and implement licensed tools that provide enterprise-grade security and privacy:
- Microsoft Copilot
- ChatGPT Team/Enterprise
- Gemini Enterprise
- Hatz AI, etc.
4. Establish Continuous AI Training & Engagement
Ongoing training and engagement sessions help clients:
- Discover new use cases
- Stay current with rapid feature releases
- Turn updates into business value
- Build internal AI champions
This is a cadence every MSP can run today, and BSN provides the resources to support every step.
My Personal Takeaway from IT Nation Connect
AI and automation aren’t hype. They aren’t coming—they’re already here. And yes, that scares a lot of people.
But MSPs don’t need to build an automation factory overnight. The best starting point is simple:
Empower the people inside your organization (and your clients’ organizations) to be the engine of AI discovery.
When you start with people:
- You uncover real workflow opportunities
- You help clients enhance current processes
- You position yourself as the AI trusted advisor
- You build the foundation for future automation services
By the time you’re ready to offer deeper AI solutions, you’ll already have the use cases—sourced directly from the teams doing the work every day.
Final Thought
AI today is a people problem, not a technology problem. But with the right training and governance, people become the greatest asset your clients have for reducing risk and capturing AI value, starting right now. If you’re ready to begin, the full playbook is laid out in Art Gross’s From Prompt to Profit, and all the tools and resources you need are available through Breach Secure Now.
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