‘The world is changing fast,’ says Ingram Micro CEO Paul Bay. ‘We may not know exactly what will happen in the next five years, but we know the trends we are seeing now will shape the future. It’s up to us to help you take advantage of these shifts, especially when it comes to AI and cloud technologies.’

AI, automation and scalable solutions will be driving value for solution providers while also giving them a competitive edge in the market.

That’s the message Ingram Micro CEO Paul Bay delivered as he outlined key trends shaping the technology landscape in the channel.

“Imagine a process that used to take weeks or even months,” Bay said. “Now, with the help of AI, we’re doing it in seconds. We’re removing the bottlenecks that have slowed businesses down for decades. We believe that if you follow the money, by which we mean understanding the needs of your customers and providing the right tools and resources, you too will follow the path to value creation. But it’s no secret that today’s business environment is challenging. Macroeconomic headwinds, geopolitical uncertainties and rapidly evolving technology are all creating pressure on businesses across industries.”

Bay spoke to a room of 2,500 solution providers at the Irvine, Calif.-based distributor’s One conference in Washington, D.C., about AI and how it plays into business transformation.

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He said AI’s role in driving business outcomes paired with the ongoing wave of vendor consolidation comes as companies face cash and resource constraints. So the need for broader expertise and integrated solutions is more critical than ever.

“The world is changing fast,” he said. “We may not know exactly what will happen in the next five years, but we know the trends we are seeing now will shape the future. It’s up to us to help you take advantage of these shifts, especially when it comes to AI and cloud technologies.”

The CEO homed in on “the transformative potential of AI,” which he described as “the fabric for the way we work and live.” And Ingram Micro is leveraging AI to simplify processes, enhance the customer experience and reduce operational inefficiencies for partners.

He stressed that as the technology landscape evolves, companies must shift their approach to customer relationships, focusing on the quality of the interaction, not just the product or service being sold.

“AI is not just a shiny object,” he said. “It’s a central part of how we can drive innovation, solve problems and deliver outcomes that matter.”

James Rocker, CEO of Hauppauge, N.Y.-based MSP Nerds That Care, said Bay’s message drives home the critical role of value creation in navigating today’s complex environment.

“By emphasizing the importance of AI solutions and outcome-driven transactions, he shows partners a clear path to thrive despite macroeconomic and geopolitical challenges,” he told CRN. “This focus on innovation and efficiency isn’t just exciting, it’s a game-changer for partners looking to scale and deliver top-notch experiences in a competitive landscape.”

And while AI and technology are essential, human relationships remain at the heart of Ingram Micro’s strategy, Bay said. The company aims to merge cutting-edge technology with personalized service to help partners better understand and meet their customers’ needs.

“It’s about creating opportunities to do more with less, while delivering the same level of quality and service,” he said. “Technology is here to help us, not replace us. We want to use AI to free up time for more meaningful conversations and, ultimately, drive value creation.

“The future of business is about transforming relationships, not just transactions,” he added.