Over the years, we have worked with several IT companies and MSPs, and it is a space we have come to properly respect.

Good IT companies do far more than fix laptops, manage tickets or keep systems running. They sit very close to the real day-to-day workings of a business. They understand the people, the systems, the risks, the awkward processes, the recurring problems and the quiet frustrations that clients often struggle to explain clearly.

That is what makes the AI conversation so interesting for MSPs.

> Jump straight in and view the presentation: MSPs in a World of AI presentation

Many clients are now experimenting with AI, but often in a slightly messy way. A bit of ChatGPT here, a question about Microsoft Copilot there, maybe someone on the team has found a tool they like, or a director has asked whether the business should “be doing more with AI”. The intent is there, but the process is not always clear.

For IT companies, that creates both a challenge and an opportunity.

The challenge is that clients may expect answers across a very wide mix of topics: security, data, policies, automation, staff training, workflows, productivity and risk. The opportunity is that MSPs are already trusted by their clients. They already understand the client flow, how support requests come in, where bottlenecks appear, what systems people rely on, and what clients actually want when technology starts to feel complicated.

Most clients do not really want “AI” in the abstract. They want less friction. They want quicker answers. They want better use of the tools they already pay for. They want staff to feel more confident. They want someone sensible to tell them what is useful, what is risky, and what is probably just hype.

At Refresh, this links directly to our wider thinking around A Human in the Loop and One Awkward Task at a Time. AI works best when it is attached to real work, with clear human review, sensible guardrails and a good understanding of what the business is actually trying to improve.

That is why MSPs are in such a strong position. They do not need to pretend to be AI futurists. The best ones can become practical guides, helping clients move from random experimentation towards useful, safe, everyday adoption.

I have put together a deeper presentation on MSPs in a World of AI, looking at how IT companies can think about AI, client conversations, service positioning and practical opportunities.

You can view the presentation below.

View the MSPs in a World of AI presentation