While everyone’s talking about AI, smart MSPs are asking a different question: How do we actually strike gold with it? Well, industry experts featured at ChannelPro LIVE: Atlanta showed them exactly where to dig.
The ChannelPro LIVE product expo and AI event for MSPs was held Sept. 9-10 at the Atlanta Marriott Northeast/Emory. The two-day event delivered business-building insights, deep technical expertise, and nonstop networking. It marked one of the key stops on ChannelPro’s 2025 in-person event tour, created to help IT providers grow.
“AI as a service has huge potential, but it’s just one piece of the puzzle. We’re here to help MSPs tie new technology into a comprehensive, ROI-focused business strategy,” said ChannelPro Founder and Publisher Michael Siggins.
Day 1: AI Pays Off
As headlines tout public tools like ChatGPT, Atlanta’s opening sessions drilled into what truly matters for MSPs: how to package, sell, and profit from AI.
The main session room was packed on both event days.
Day 1 of the AI event began with a welcome from Siggins, followed by a series of exciting new sessions.
New AI Workshop
OpenText Cybersecurity and Microsoft teamed up for a two-hour workshop on how MSPs can meet today’s AI-first customer expectations.
The session highlighted how buyers now demand strong cybersecurity, trusted peer validation, and smart use of tools like Microsoft 365 Copilot. Presenters Jason Myers of OpenText, along with Jason Jones and Edward Walton of Microsoft showed how this partnership helps providers simplify operations and create new streams of recurring revenue.
Microsoft also unveiled to ChannelPro’s Atlanta audience that several of the company’s cybersecurity products are now available as add-ons to Microsoft 365 Business Premium.
Building the Perfect AI-powered MSP
Kelly Stone of Ironstone Strategy and Seana Fippin of Red Box Business Solutions/STORM AI highlighted the people, process, and technology aspects of AI adoption. The discussion stressed how AI can transform service delivery from the moment it is implemented.
Don’t Want to Get Sued Over AI? Everything You Need to Know
Attorney Bradley Gross delivered a dynamic session on the very real risks MSPs face in the age of AI. Involving the audience members, Gross outlined the steps — and missteps — service providers often make in providing services to clients. He stressed the importance of clear communication in contracts and agreements as well as direct conversations.
(From left): ChannelPro’s Anjali Fluker, Cylerian’s Chuck Storms, Channel Hunters’ Stephen Smith, and Incite Automation’s Dustin Sitton
Candid Insights from Leading Vendors
At ChannelPro LIVE: Atlanta, vendors delivered revenue-focused insights in two standout sessions.
- The Key to Unlocking Big Profits: What Vendors Know That MSPs Often Don’t. This panel discussion featured experts from Incite Automation, Cylerian, and Channel Hunters. They shared strategies MSPs can adopt to drive growth.
- Cybersecurity ROI: Real Strategies for MSPs. Shelia Burgess of Intufo and Katie Nye of Jericho Security leaders explained how to position security investments as clear business returns to clients.
ChannelPro’s Michael Siggins and award winner Marissa Maldonado
Partner in Excellence: Atlanta Honoree
As Day 1 came to a close, ChannelPro presented its Partner in Excellence Award to Atlanta MSP Marissa Maldonado.
Maldonado, CEO of Proda Technology, was celebrated for advocacy, mentorship, and a remarkable track record of advocating for the IT channel community. Her advice underscored the day’s theme: Invest in relationships and success will follow.
High-energy Networking and Vendor Value
To close out a powerful event day, MSPs packed the Expo Hall for food, cocktails, vendor demos, and peer networking.
Vendors also said they were able to easily engage with attendees during the networking sessions.
Leonard DiMiceli of RYTHMz speaks with an attendee.
“This is our ideal demographic. We do a fair amount of events, and ChannelPro continues to be one where partners really resonate with the message,” said Leonard DiMiceli, channel chief of RYTHMz, an event sponsor. “The MSPs that attend these events and the end users they sell to — this product is just a good fit.”
Day 2: Profitability with (and Beyond) AI
The second day began with breakfast networking before shifting into sessions centered on long-term business health and resilience.
Keeping the Focus Local
In The Good, Bad, and Ugly: The Biggest Issues Facing Southern MSPs in 2025, expert panelists Corey Kirkendoll of 5K Technical Services joined Stone and Maldonado to discuss the unique challenges and opportunities for MSPs in the South. The lively audience participation brought forth tips on how service providers can find opportunities where most businesses see uncertainty.
A Focus on Monetizing Cybersecurity
Seana Fippin (center) and Corey Kirkendoll (right) discuss the benefits of vCISO services.
Cybersecurity entered the spotlight on Day 2, with discussions on building services around the NIST framework, implementing Zero Trust at the endpoint, and a step-by-step approach to selling vCISO offerings.
“Cybersecurity is the front door to long-term success in this industry,” said ChannelPro President Kelly Kocher. “The energy around our security-focused content, which we’ve branded DEFEND, is undeniable.
Breaking Up Is Hard to Do (Or Is It?)
Gross teamed up with Gozynta President of Consulting & Support Brendan Bastine for a dynamic session titled Bad Blood: How to Turn Client Offboarding Into a Win. They shared strategies for salvaging strained relationships, knowing when it’s time to walk away, and leaving on good terms that can even open the door to future business.
The Rise of AI … Service Providers!
In a featured presentation, industry expert Ronnie Parisella of DataBit explored how MSPs can evolve into AI service providers. He showed how to integrate AI and automation into existing portfolios in ways that strengthen client relationships, create new business opportunities, and keep providers ahead of rising demand.
From left: Brad Gross and Cameron Brister chat in the expo hall.
Attendees like MSP Cameron Brister, CEO of SquarePlanIT, said the subject matter spoke to the challenges he currently faces.
“We’re trying to figure out how AI fits into what we’re doing, not only for internal processes, but how are we servicing our clients? How are we helping them implement it? How are we helping them secure it? That’s what really caught my attention with this event. I was like, ‘I’ve got to go to this.'”
ChannelPro LIVE: Atlanta Wraps Up
For MSPs, the takeaway from Atlanta’s MSP-focused AI event was clear: artificial intelligence is a business opportunity waiting to be monetized. In addition, mastering both relationships and revenue models can lead to solid growth.
Alongside the education, attendees enjoyed games, prizes, and giveaways. Before closing, attendees voted to honor the solutions and exhibitors that best support MSP profitability.
Recognizing the Winners
- Best Breakout Session: Kaseya
- Best Add-on Product: ThreatLocker
- Best Cloud Solution: US Signal
- Best Distributor: TD SYNNEX
- Best Expo Hall Presentation (Premium Sponsors): NUSO
- Best Expo Hall Presentation (Silver Sponsors): Alta Labs
- Best Hardware Solution: RYTHMz
- Best New Solution: Intufo
- Best On-stage Presentation: Kaseya
- Best Product or Platform: Pax8
- Best Revenue Booster: Channel Hunters
- Best Security Solution: ThreatLocker
- Best Software Solution: SaasAssure
- Most Exciting Solution: Jericho Security
- ROI Lightning Round Winner: Incite Automation
- Editor’s Choice: Egnyte
- ChannelPro Community Award: Avast Business
- Best in Show: Incite Automation
Sponsors Make It Happen
On behalf of our attendees, a sincere thank you to all the incredible sponsors who make MSP tech events like ChannelPro LIVE: Atlanta possible.
What’s Next for ChannelPro
With Atlanta wrapped, ChannelPro is already gearing up for the next stops on its 2025 tour.
- ChannelPro LIVE: Baltimore is slated for Oct. 14-15 in Owings Mills, MD.
- The next cybersecurity-focused DEFEND event comes to Irvine, CA, on Nov. 12-13.
- Attendees nationwide can take in virtual events and webinars from their homes or offices.
Each event is designed to be interactive, content-rich, and profitability-focused. We invite you to register now.
Jonathan Browning contributed to this article.
Anjali Fluker is senior channel editor for The ChannelPro Network, where she covers news, trends, and best practices for the MSP community. She specializes in telling the stories that matter to IT providers serving the SMB market. When she’s not reporting on the latest in managed services, she’s connecting with channel pros at industry events across the country.
Images: ChannelPro
