Automation has changed how we operate. Faster ticket routing, real-time alerts, predictive escalation paths—many of these tools were built to remove friction for partners. And in a sense, they have.
But in the race to simplify, many cloud distributors have also removed something else: the people who used to be part of the conversation.
More and more, managed service providers (MSPs) are being asked to navigate partner relationships through AI-powered interfaces. Chatbots now lead interactions. Dashboards drive guidance. Portals have replaced people. And what was once a collaborative process now feels like a queue.
This might work for certain transactional tasks. But for MSPs managing change, adapting business models or trying to find their next phase of growth, automation has limits. It can only respond to what’s asked. It can’t see around corners. It can’t offer perspective. And it doesn’t know what kind of business you’re trying to build.
At a certain point, faster stops feeling helpful and starts feeling empty.
The new standard isn’t just speed. It’s presence.
To be clear, AI is not the problem. It’s a tool. In the right context, it improves efficiency, accelerates insight and frees up teams to focus on more strategic work.
The issue is how it’s being used in partner experience models across the channel. In many cases, automation hasn’t been used to support people. It’s been used to replace them.
This has introduced a new kind of gap. One where the information is easy to find, but the context is nowhere to be found. One where partners get answers quickly, but don’t always know what those answers mean for their broader strategy.
In a business as complex and fast-moving as managed services, the value isn’t just in resolution. It’s in perspective. That’s what people bring. Not just accuracy, but relevance.
What gets lost when AI replaces people
Ask any MSP who’s been through a platform migration, a Microsoft licensing change or a stalled sales cycle. It’s rarely the surface-level questions that create the biggest issues. It’s the gray area.
- “How should I bundle this for a client with a limited budget and a high compliance risk?”
- “Is this price point competitive in my region?”
- “Should I introduce this now or wait until I have more staff trained?”
These aren’t technical questions. They’re judgment calls. And while AI can suggest steps, it can’t weigh consequences. It can’t ask the second question. It can’t challenge assumptions.
That’s what real conversations are for. Not just for solving problems, but for making decisions that take the whole business into account.
Efficiency is important. So is enablement.
Many distributors define support by how quickly they can resolve an issue. That’s understandable. Response time matters. But for most MSPs, that’s not the only thing that matters.
What’s often missing in an AI-centric environment is continuity. Not just a response, but an ongoing relationship. Someone who knows your business well enough to offer guidance that fits, not just answers that sound correct.
When every interaction starts from scratch, partners feel it. The story behind the request disappears. And eventually, so does the trust.
Where people still make the difference
MSPs often work in scenarios that are part technical and part strategic. Introducing new services, responding to client turnover, trying to sell into a new vertical or making sense of a vendor program change. These aren’t just tasks; they’re decisions with financial impact.
In these moments, access to a real person changes the experience. Not because people are better than technology, but because they understand when something isn’t standard. They know when to ask more questions. They know how to apply knowledge to specific clients, teams or business models.
AI can accelerate motion. People ensure direction.
What a human-centric model looks like
AI can accelerate motion. But enablement requires something more than motion, it requires direction. It requires someone to walk the road with you, not just mark the turns.
And in the modern partner experience, that kind of enablement has become harder to find. Not because it’s outdated, but because it takes real investment. It takes time, context and follow-through. Many distributors have deprioritized it in favor of scalable automation. But for MSPs navigating growth, strategy and change, enablement isn’t a luxury. It’s infrastructure.
At Sherweb, we use automation internally to streamline operations and get information into the right hands faster. But we haven’t designed our partner experience around AI. We’ve designed it around people.
That means MSPs work with:
- Account managers who understand growth plans, not just SKUs
- Strategic experts who help interpret program shifts, not just send alerts about them
- Marketing and business development advisors who collaborate, not just hand off assets
- Real-time conversations with professionals who stay involved, not just respond in moments of urgency
This isn’t about high-touch service for the sake of branding. It’s about building a partner experience that prioritizes enablement, giving MSPs the guidance, context and collaboration they need to make better decisions, identify opportunities sooner, and grow with intention.
The future isn’t AI or human. It’s designed balance.
AI is here to stay, and that’s a good thing. But as more distributors try to push partners into fully automated service paths, it’s worth asking: What kind of relationship is left?
When you remove the people who listen, guide and challenge—not just resolve—you don’t just change the speed of the experience. You change its value.
That’s why human-centric support still matters. Not as a legacy idea, but as a decision about what kind of partnership actually drives progress.
Some MSPs are just looking for a provider. Others want a partner who sees their success as shared.
For them, human-first isn’t optional. It’s essential.
Let’s build something real, together.
Real guidance. Real people. Real partnership.
In a world of automated everything, Sherweb keeps people at the center—so MSPs can move faster, go further and grow with confidence.
