AI PCs shift from hype to revenue opportunity for partners

According to Microsoft and Ingram Micro, 2026 is shaping up as a turning point, not just for AI adoption, but for how the channel monetises it.

“2026 really is a big inflection point,” said Microsoft’s go-to-market lead, Andy Malakooti. “It’s less about the technology, and more about how customers are driving outcomes using AI.”

That shift, he argues, is what elevates AI PCs from a device conversation to something much bigger, which is a platform play.

From device refresh to AI platform

Indeed, this isn’t just another hardware cycle for partners.

In fact, as organisations begin to deploy AI more broadly, including emerging agentic AI workflows, the need for devices that can support both cloud and on-device processing is becoming critical.

“You don’t want to be in a situation where your organisation is starting to deploy AI and you don’t have the devices to run those services,” Malakooti said.

At the centre of this shift is the emergence of a new category of devices, Copilot+ PCs, designed to run AI workloads locally through dedicated neural processing units (NPUs), while still integrating with cloud-based AI services.

The result is a hybrid model, where AI workloads can run both on-device and in the cloud, something Malakooti says is becoming essential as organisations scale their AI ambitions.

But while the technology is maturing, many partners are still working out how to position it.

Cutting through the Copilot confusion

Certainly, part of the challenge lies in messaging. With terms like Copilot, Copilot+ PCs and AI PCs often used interchangeably, partners are being asked to simplify a complex story for customers.

Malakooti draws a clear distinction. He says Copilot refers to Microsoft’s AI services layer, embedded across products like Microsoft 365, while Copilot+ PCs represent a new class of devices purpose-built to run AI workloads locally.

For partners, the opportunity lies in connecting the two, which means positioning the device not just as hardware, but as an enabler of AI-driven productivity and workflows.

From assistants to agents

Supporting this shift is a broader evolution in how AI is used within organisations.

“We started with assistants and now we’re getting to the stage where agents are becoming a big part of AI,” Malakooti said.

These agents, whether Microsoft or third-party, are increasingly being embedded into workflows, with the potential to automate entire processes.

“You’ll get to the stage where agents are basically a complete department,” he said, with humans setting direction while AI executes tasks.

This evolution, from assistance to autonomy, is one of the key drivers behind the need for more capable endpoint devices.

Security, control and the role of Windows

However, as AI adoption accelerates, so too do concerns around security, governance and control.

Malakooti acknowledged that while AI creates opportunity, it also introduces risk, particularly as users begin to adopt tools outside of IT oversight.

“The biggest issue we have with AI is if it’s not done the right way, it can actually lead to a lot of vulnerabilities,” he said.

Microsoft’s response is to position Windows as a secure, enterprise-grade platform for AI, providing the controls needed to deploy AI in what Malakooti said is a “secure, resilient and controlled way”.

This includes enabling both cloud-based and local AI processing within a managed environment, giving organisations confidence to scale AI adoption without losing governance.

Real challenge: turning AI into outcomes

That’s where Ingram Micro’s director of consumer, endpoint and client, Mo Kandeel, sees the biggest gap.

“Partners know that AI is important, but they’re struggling with how to actually bring it to life,” he said.

What’s more, the challenge isn’t technical, it’s commercial.

“It’s about shifting the conversation from speeds and feeds to outcomes,” Kandeel said.

For many partners, that means rethinking how they engage customers, moving away from product-led discussions to outcome-led conversations focused on productivity, workflow improvement and business value.

Distribution’s role in a more complex ecosystem

That shift is also redefining the role of distribution.

Kandeel said the days of traditional distribution, simply shifting boxes or hardware, are over.

Instead, he said distributors are increasingly acting as orchestrators within a complex ecosystem that includes OEMs, silicon vendors, software providers and cloud platforms.

For Ingram Micro, that means helping partners navigate that complexity, from enablement and training through to solution design and customer workshops.

“We sit in the middle of that entire stack and help partners bring solutions together,” Kandeel said.

Building repeatable services

In practice, the monetisation opportunity lies in services.

Malakooti points to immediate opportunities around enhancing Microsoft 365 Copilot experiences, including enabling offline capabilities and bundling AI services into device refresh cycles.

But the longer-term value lies in building repeatable offerings that extend beyond deployment.

For Kandeel, the starting point is simple: look at the installed base.

“A lot of customers have fleets that are five, six years old,” he said.

From there, partners can begin to define baseline service offerings, from deployment and security through to AI readiness assessments and ongoing optimisation.

The goal is to move from one-off transactions to scalable, repeatable services that can be delivered across multiple customers.

Confidence, capability and getting started

Yet for many partners, the biggest barrier is confidence.

AI remains a complex and fast-moving space, with multiple vendors, platforms and use cases to navigate.

Kandeel says the role of distribution is to simplify that journey, helping partners build capability while reducing risk.

“We’re with them every step of the way,” he said, pointing to joint workshops, specialist support and structured enablement programs.

Ultimately, success will come down to mindset.

Partners that can translate AI into meaningful customer outcomes, and package those into repeatable services, will be best placed to capture the opportunity.

A services-led future for the channel

For both Microsoft and Ingram Micro, the opportunity lies in helping partners evolve their role.

“The days of just shifting boxes are over,” Kandeel said. “It’s about becoming more service-based and outcomes-driven.”

Certainly, that shift won’t happen overnight, but those who move early stand to benefit most.

“This is the year customers are really starting to embrace AI throughout the organisation,” Malakooti said. “And partners have an amazing opportunity to drive that.”

For more insights, visit au.ingrammicro.com and watch the full episode above: AI PCs Are Here — Now What?