Working with AI: Enhancing Efficiency and Driving Strategic Advantage in the Channel

Key Areas of AI Utilization Within the Channel

Many in the channel are already using AI tools like Chat GPT and Microsoft’s Copilot to increase efficiency. However, in many cases, it has been an individual’s choice to use AI to improve their own personal productivity. The next stage is for the use of AI to shift towards organisation-centric deployment, embedded in policies, processes and business systems. For example, using AI-based tools that deliver contextual and personalised insights from data, enabling organisations to learn about their people and their customers and make smart decisions. Organisations are now looking to apply these insights to achieve strategic advantage and enhance the overall customer experience.

Using AI to Enhance Performance and Customer Engagement

AI technology powers contextual search, analysis at scale and automation of tasks. An example of how AI powers business applications today are quality assurance and call evaluation. Instead of having to listen to customer conversations, summarise them, and evaluate their effectiveness, AI can automate the entire process. Today AI is being used to automatically spot keywords, topics and sentiment at scale, helping organisations to enhance efficiency, spot compliance failings and improve their understanding of the customer experience across every touchpoint. Tomorrow this functionality will evolve further to include automated scoring and contextual analysis and much more, powered by generative AI.

Beyond automation, applications leveraging generative AI technology will soon offer greater personalisation and accuracy, with outputs that are more relevant, easier to consume – and action – with minimal effort. Companies will be able to improve operational efficiency and enhance both employee engagement and customer satisfaction.

Challenges in AI Implementation

While AI presents significant opportunities, it also comes with challenges, including processing speed, accuracy, and relevance. Additionally, ensuring AI solutions are accessible and affordable remains a critical hurdle.

At Tollring, we are dedicated to overcoming these challenges by creating business applications that are both innovative and compliant. Our focus is on delivering out-of-the-box solutions that are easy for partners and customers to adopt, while ensuring data security and adherence to stringent regulations like the upcoming European Union AI Act in August 2025.

Through significant investment in R&D AI Labs, we remain committed to balancing innovation with affordability and compliance, making AI-driven solutions accessible to businesses of all sizes.

Opportunities for Channel Partners in AI

AI-powered conversation mining presents a significant and immediate opportunity for channel partners. By analyzing customer conversations, businesses can identify key trends, compliance issues, and customer sentiment, enabling them to address gaps proactively.

For partners, this offers a clear business application: AI-powered conversational analytics. Customers already recording conversations can leverage this technology to drive efficiencies, enhance customer experiences, and ensure regulatory adherence.

By delivering AI-driven SaaS solutions, channel partners can add tangible value, increase ARPU (average revenue per user), and demonstrate real impact through insights that customers can act upon.

The Future of AI in the Channel

AI-powered applications are set to grow exponentially in the Channel over the next year. Tollring is focused on delivering cross-vertical solutions tailored for SMEs, with an emphasis on accuracy, affordability, and data sovereignty.

Conversation mining will continue to be a cornerstone of AI applications, enabling businesses to analyze customer satisfaction and identify issues such as frustration or repetition during interactions. Generative AI will further enhance these capabilities, introducing greater automation, contextual intelligence, and actionable insights to help businesses build on their strengths and address weaknesses.

As AI applications evolve, the Channel is poised to reap the benefits of smarter, more personalized solutions, driving growth, efficiency, and customer satisfaction like never before.