News in the Channel - issue #34

AI AND INFRASTRUCTURE

Many haven’t had to think about their on- premise estate in years, having focused investment on cloud migration or user- facing upgrades. Now they’re dealing with unfamiliar questions: can the site support direct-to-chip cooling? What happens if our AI training workloads trip a breaker? Do we need a separate high-density zone? These questions don’t have simple answers – and that’s where channel partners can add value. The ability to assess existing infrastructure, make informed upgrade recommendations and support implementation will become a key differentiator in the months ahead. Scaling smart Not every customer has the budget, or appetite, for a full infrastructure rebuild. For many, the priority will be phased upgrades that extend the life of existing assets while making room for AI. That might mean deploying modular power units, upgrading cooling systems to support hybrid environments, or isolating high-density AI workloads within separate parts of the facility. It could also mean investing in better monitoring, to understand exactly where capacity is being stretched. Channel partners can guide customers through these choices and help them to avoid expensive missteps. Retrofitting isn’t always the cheapest route long-term, but can provide breathing space while a longer-term strategy is put in place. New demand, new revenue models Ultimately, there’s no single way to monetise the AI infrastructure shift. Some partners will benefit from hardware refreshes, as customers invest in new power, cooling and density systems. Others will build longer- term value through consultancy, design services and ongoing support. Infrastructure-as-a-service models are gaining traction among customers looking for flexibility. There’s also increasing interest in prefabricated modular

deployments that allow for AI-specific zones without needing to rework the entire estate. Channel partners that can combine product expertise with broader strategy – balancing cost, risk and long-term performance – will be best placed to lead these conversations. Questions to ask Partners should be having infrastructure- focused discussions with customers exploring AI. Here are a few starter questions: ? What is your current rack density, and how much capacity is left? ? Have you assessed your cooling systems for high-density workloads? ? Are your power systems equipped to handle rapid load changes? ? Do you have visibility into where your energy and thermal hotspots are? ? Are there AI use cases on the horizon that could shift infrastructure needs quickly? These questions aren’t just technical, they’re strategic. Helping customers work through them can position the channel as a critical partner in their AI journey. Planning beyond the hype AI’s infrastructure implications aren’t a theoretical problem for tomorrow – they’re a practical challenge today. Power and cooling bottlenecks are already holding back deployments in some environments and as adoption accelerates, these issues could become more widespread unless they are addressed. Channel partners that understand the pace and nature of this shift won’t just be responding to change, they’ll be shaping it – supporting smarter deployment models, more resilient infrastructure, and a new baseline for how enterprise IT operates. The infrastructure conversation is back on the table. And for the channel, it’s an opportunity to become strategic long- term partners. n

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Channel partners that can combine product expertise with broader strategy – balancing cost, risk and long-term performance – will be best placed to lead....

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