By: John Dittig, Global VP, Business Development and Partnerships at MicroTouch

Commerce is on the brink of a paradigm shift. Artificial intelligence (AI) will forever change how retailers, restaurateurs, and other merchants do business. In MicroTouch’s AI Town Hall Webinar, hosted by BlueStar Founder and CTO of GRUBB, Bhavin Asher said, “It’s more than another tech buzzword. AI is the most powerful thing since the internet and desktop computers.”

Comcast Business Sr. Strategic Partnerships Executive, Brian Klinger, pointed out that AI adoption is “still in the first inning.” Value-added resellers (VARs) and other solutions providers need to realize that businesses are generally at the exploration stage, working to identify how this technology can provide value and how to position themselves so they aren’t left behind in this latest technology revolution.

Embarking on a journey into uncharted territory always requires a strategy to avoid risks and ensure the best outcomes. The thought leaders participating in the webinar suggested these steps for moving forward with AI.

Rethink Work
The first step is for solutions providers to help their clients imagine what’s possible with AI. Different forms of AI can take the struggle out of work and make life easier. Natural language processing (NLP) and generative AI can understand customers at a restaurant drive-thru or on a technical support call and answer the information they need. AI also gives merchants new capabilities. Machine vision can recognize customers and personalize interactions. Machine learning and deep learning can analyze data for more effective demand planning and forecasting. Changing the idea of work and being willing to reimage processes is foundational to maximizing value from AI.

Plan Comprehensively
AI implementations are far from plug-and-play. So, solutions providers must advise clients on where to invest in AI to get the most value and what it will take to get the project right. Furthermore, an AI solution deployment isn’t only an IT department’s responsibility. It’s smart to bring stakeholders together from all departments that AI technology will impact, including marketing, finance, operations, R&D, and IT. Forming an “AI council” will ensure the project can advance, considering all perspectives as quickly as possible.

Learn Intentionally
Because various AI solutions are just coming to market, solutions providers need to navigate a learning curve. Organizations should be intentional about learning everything they can about AI. The LinkedIn AI Community is an excellent place to start learning AI’s language, find solutions to challenges, and interact with thought leaders in the space.

Also, solutions providers will discover that one of the best ways to learn is to use AI themselves. SVP of Business Development at Esper, Keith Szot, said, “Having an implementation and talking about it from experience is important. It builds trust.”

Develop Human Resources
Solutions providers need staff or partners with AI expertise to develop, deploy, and manage AI solutions. However, demand is far outpacing available resources with this skill set. Companies should create opportunities for current employees to upskill so they can help provide AI solutions. Solutions providers may also benefit from partnering with universities, tech schools, and accelerator programs to network and find talent.

Accurately Calculate ROI
While implementing cutting-edge technology can be exciting, ensuring it is financially viable is crucial. Some early implementations were not cost-effective, as they cost more than the value they provided due to a lack of understanding of the associated costs. With few examples available for researching practical and cost-effective AI implementations, proofs of concept (POCs) have become increasingly important. They help provide clients with a realistic understanding of ROI.

Act Quickly or Fall Behind
While parallels exist between the disruption that PCs and the internet caused in business operations, there’s one important fact to remember: Disruption from AI is happening faster. Businesses don’t have years to mull over ideas or sit on the sidelines to watch and leverage what early adopters learn. That strategy will only lead to lost competitiveness.

Continue – or start – the discussion about AI with your team and your clients today and build a roadmap that will lead to greater efficiency and new capabilities.

About the Author
John Dittig joined MicroTouch in January 2024 as the Global Vice President with a focus on Business Development and Partnerships. Prior to joining MicroTouch, John held senior roles for Samsung, Elo Touch Solutions, Tyco Electronics (TE Connectivity), ViewSonic Corporation, and Tech Data. John has over 30 years of experience managing and creating sales, marketing, and product strategies for multibillion-dollar organizations. He is a true leader with a sense of balance who is focused, creative, and driven. John has a Bachelor’s in Arts from the University of South Florida.