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    May 2024

    Who Will Be the Biggest Victor in the AI Wars –


    NVIDIA, Intel, AMD or Microsoft, AWS, Google?
    Nope, Channel Partners
    by Devan Adams, Principal Analyst

    The Generative AI market opportunity for partners had a forecasted $15.4bn total addressable market
    (TAM) in 2023, which expects to reach $158bn in 2028 (59% CAGR from 2023), per research by
    Canalys (an Informa Tech company).

    Beneficiaries of AI Silicon
    As the competition in AI silicon heats up, with every chip supplier vying to create the most powerful
    and energy efficient silicon for AI workloads, there's growing demand for specialized computing
    hardware. Prominent vendors like Cisco, Dell Technologies, Hewlett Packard Enterprise, Lenovo,
    Supermicro, Aivres, ASRock Rack Inc., ASUS, Eviden, Foxconn, GIGABYTE, Inventec, Pegatron, QCT,
    Wistron, Wiwynn, ZT Systems are tailoring their servers for AI workloads by equipping them with the
    latest chips from silicon giants NVIDIA, Intel Corporation, and AMD.
    This presents a huge opportunity for channel partners to use their expertise and reach to bring AI
    solutions to more customers for specific industries or use cases by leveraging the latest vendor
    partner programs directed toward aiding and incentivizing AI solution sells. Channel partners play
    a major role in the AI sales cycle, which extends beyond transactions; they are viewed by
    customers as trusted advisors, especially for complex solutions like AI. Partners can capitalize on
    AI in countless ways like providing AI specialized value-multiplied (beyond value-added) services
    such as consulting, integration, and support and diversifying their offerings with new AI-powered
    offerings to attract new customers.

    Beneficiaries of AI Cloud Infrastructure


    There is intense competition among hyperscalers Amazon Web Services (AWS), Microsoft Azure,
    and Google Cloud, as they race to deploy gen AI-ready cloud infrastructure based on AI silicon
    (GPUs, TPUs, accelerators) from major chip suppliers and/ or their own custom AI silicon. Channel
    partners will vastly benefit from offering managed services for AI deployments in multi-cloud
    environments.
    As AI becomes more pervasive, partners will be instrumental in helping IT businesses migrate their
    AI workloads to the cloud and optimizing the customer experience through partnering and co-
    selling with cloud providers.

    Conclusion
    The extreme battles in the AI silicon and gen AI cloud platform arenas present substantial
    opportunities for channel partners. By creating portfolios consisting of AI server hardware and gen
    AI cloud services embedded with first-class AI silicon, partners can offer value-multiplied services
    tailored to their clients’ AI needs throughout their gen AI journey, as illustrated by the
    comprehensive list of managed services charted below.

    WANT SUBSCRIBE to Devan’s Changing the Channel


    More? newsletter for more original content like this.

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