TD SYNNEX Report Reveals Surge in AI Interest Among Technology Resellers

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Partners offering AI/ML solutions saw an increase of 625% in just a year according to a new report.

The study from TD SYNNEX highlights the growing interest in artificial intelligence (AI) within the technology business partner ecosystem. 

Despite market uncertainties and changing demands, the report shows that many technology resellers continue to thrive. The global survey gathered responses from over 550 technology resellers, revealing that these businesses are recalibrating their priorities and services in response to the evolving landscape.

Stakeholder Perspectives

Rich Hume, Chief Executive Officer at TD SYNNEX, commented:

“The business partner ecosystem is a bellwether for the global technology landscape. It's encouraging to see that our channel partners are demonstrating flexibility in their business models by focusing on emerging technologies and responding to changing customer demands.”

Jill Kermes, Corporate Vice President, Global Corporate Communications and Citizenship, stated:

“The Direction of Technology Report is purpose built to help any business better understand and best capitalize on the latest trends and demands of the technology ecosystem. We look forward to bringing forward the insights of this year’s global report in addition to unveiling supplements with data specific to each global region as well as content specifically focused on MSPs.”

Key Report Highlights

Additional highlights from the report include:

  • High-growth technologies such as cloud, AI and IoT, cybersecurity, and hyperscale infrastructure dominate partner offerings.
  • Security emerged as the leading technology sold, followed by networking, servers and storage, and hybrid cloud.
  • 38% of respondents highlighted a need for managed services skills, with the same percentage pointing to security as a primary technology skill requirement.
  • Networking and data analytics were identified as the most sought-after technology skills globally.
  • A Canalys estimate predicts that 73% of IT spending will be delivered by partners in 2023.
  • Cybersecurity was identified as the leading partner-delivered technology at 91.5%.
  • 77% of channel partners experienced revenue growth this year, with product lifecycle services, owned IP, and resale of packaged services increasing between 150% to 200%.
  • The survey observed a 50% rise in respondents identifying as managed service providers (MSPs) compared to the previous year.
  • A notable 125% increase was seen in partners recognizing environmental, social, and governance (ESG) management as vital for their operations.

Survey Methodology

The survey, which doubled in its response rate from its inaugural year, was conducted between May and July 2023. Over 550 B2B channel partners from more than 60 countries participated. 

This included participants from North America, Europe, Latin America and the Caribbean (LAC), and Asia Pacific and Japan (APJ) and spanned a variety of businesses including resellers, systems integrators, and MSPs.

The full 2023 Direction of Technology report can be accessed at TD SYNNEX's official website.


TD SYNNEX, a leading global distributor for the IT ecosystem, aids over 150,000 customers in over 100 countries in maximizing technology investments. With headquarters in Clearwater, Florida, and Fremont, California, TD SYNNEX provides products, services, and solutions from over 1,500 top-tier technology vendors. For more detailed information, visit their official website.