Artificial Intelligence (AI) is top of mind for MSPs these days. And when it comes to MSPs and AI, Tony Ferrigno is an expert on both. He spent more than three decades as an MSP and IT services leader and has already written three books on AI for MSPs.
Currently the managing partner for AiT Advisory Group, Ferrigno is anchoring the MSP Summit: AI Symposium series consisting of a three-part webinar and Dec. 9 live event in New York. We spoke with Ferrigno about his books and what MSPs must do to find success around AI.
What is the value of the content you are delivering for MSPs and other channel partners?
Ferrigno: Most AI content today explains what AI is. This series focuses on what MSPs need to do next. Every session is built around practical frameworks, proven sales strategies, implementation guidance, and real-world examples that partners can immediately apply to generate new revenue, improve operations, and strengthen client relationships.
AI represents one of the biggest business opportunities the channel has seen in decades, yet many MSPs are still asking where to start. My goal is to remove the uncertainty by providing a clear roadmap that helps partners confidently build AI services that customers will actually buy.
Can you summarize the actionable takeaways from your AI for MSPs series of books?
Ferrigno: The AI for MSPs series was intentionally designed as a step-by-step roadmap that helps MSPs move from understanding AI to building a scalable, profitable AI practice.
My first book, AI for MSPs: The No Fluff Playbook, provides a practical foundation by cutting through the hype and explaining where AI creates real business value for MSPs and their clients. It gives leaders the frameworks to identify opportunities, start meaningful customer conversations, and develop an AI strategy with confidence.
My second book, AI for MSPs: Managed Intelligence, focuses on turning AI into recurring revenue. It shows MSPs how to package, price, deliver, and support managed AI services while integrating AI into service delivery, customer success, sales, and business operations.
The third book, AI for MSPs: Process Intelligence & AI Readiness, helps partners identify the processes that should be automated first and assess whether organizations are truly ready for AI. It provides practical assessment methodologies, process mapping frameworks, governance guidance, and implementation roadmaps that reduce risk and accelerate successful AI adoption.
Tony Ferrigno
Together, the series gives MSP leaders a complete operating framework. They learn how to evaluate AI opportunities, build profitable services, improve internal efficiency, guide customer transformation, and establish their business as a trusted AI advisor. The goal is simple: give partners practical tools they can apply immediately to create measurable business outcomes for themselves and their clients.
Why is it so urgent for channel partners and MSPs to find a way to monetize AI and build out their AI practices?
Ferrigno: Every major technology shift creates new market leaders. AI is moving faster than cloud, virtualization, or mobility ever did. Businesses are no longer asking whether they should adopt AI. They are asking who can help them do it securely, responsibly, and with measurable business outcomes.
MSPs already serve as trusted advisors to their customers, making them uniquely positioned to lead AI adoption. The partners who develop AI assessment services, governance, automation, and managed AI offerings today will build stronger client relationships and create recurring revenue streams that competitors will struggle to match.
This is about much more than selling another technology solution. AI changes how businesses operate. Partners who wait risk becoming infrastructure providers, while those who lead AI transformation become strategic advisors.
Why do you partner with Informa Channels to deliver your message, training, and amplify your book.
Ferrigno: Informa Channels and the Channel Partners conferences’ community have earned tremendous credibility by consistently delivering meaningful education for the partner ecosystem. They understand the challenges MSPs face because they are deeply connected to the channel."
Partnering with Informa allows these ideas to reach thousands of technology providers who are actively looking for practical guidance instead of hype. Together, we're helping the channel move beyond AI conversations and toward building profitable, repeatable AI businesses.
The opportunity to combine the AI for MSPs book series with the Channel Partners’ events and educational platform creates a powerful learning experience. The books provide the playbook, while the webinars bring those concepts to life through real-world discussions, demonstrations, and success stories that partners can immediately apply in their own businesses.
(For more information about the MSP Summit AI Monetization Event Series and to register for the Dec. 9 live, go here.)