Reclaiming the gold standard for MSPs with AI and Automation

Managed service providers (MSPs) have long served as the backbone of digital infrastructure for small and midsize businesses, often operating behind the scenes to ensure systems are protected, patched, and performing at their best.

MSPs contribute massively to the UK economy. According to the Government, the UK MSP market consists of an estimated 11,492 active providers, generating an annual combined revenue of £52.5 billion in 2022 and employing an estimated 294,350 full-time employees.

While MSPs continue to play a key role for businesses across the country, the demands on today’s channel community are continually evolving. Clients are navigating economic uncertainty, hybrid work, cyber volatility and compliance pressures. Expectations are rising, budgets are tightening, and yet the pace of change is accelerating.

To stay competitive, MSPs must evolve from reactive problem solvers to proactive business enablers. Increasingly, that transformation is being powered by automation and artificial intelligence.

Automation is now table stakes

Automation is no longer optional for MSPs. Routine tasks like patch management, backup validation, alert monitoring, and software deployment have been automated across the board. What’s changing now is the strategic application of intelligent automation, not just to improve efficiency, but to unlock new revenue streams and scale delivery without linear headcount growth.

AI-generated scripting is a prime example. Rather than spending hours manually crafting PowerShell or Bash scripts, technicians can now use AI to generate, test, and refine scripts based on natural language prompts. This reduces turnaround times, ensures consistency, and frees engineers to focus on value-added tasks like architecture design, compliance consulting, and threat hunting.

For MSPs working across hundreds of customer environments, this capability becomes a force multiplier, which is one that shortens onboarding, accelerates time-to-value, and increases client satisfaction. It allows scalability and helps MSPs to revisit the gold-standard technician-to-endpoint ratio – with the optimum being 350 fully managed endpoints per technician.

Moving from response to prevention

Cybersecurity remains the most critical and high-growth service area for MSPs. But the risk landscape has evolved. It’s no longer enough to recover quickly; now clients expect providers to anticipate threats and prevent breaches before they happen.

This is where AI-driven security operations are proving essential. By integrating behavioural analytics, anomaly detection, machine learning, and EDR correlation, MSPs can identify and respond to threats in real-time, even with lean in-house teams. This proactive model elevates the MSP’s role from technician to guardian and to be seen as a trusted partner actively defending the client’s business outcomes.

With AI-driven incident summaries and automated remediation scripts, smaller businesses are now punching above their weight by delivering security outcomes that rival enterprise Security Operation Centers (SOCs), without needing to build them in-house.

Elevating the partner role

The channel’s value proposition is also changing. Clients increasingly look to their MSPs for strategic guidance on data protection, compliance, digital transformation, and hybrid work enablement. MSPs that embed AI and automation into every layer of service delivery,  from ticket triage to executive reporting, are in a stronger position to offer this advisory value at scale.

This is especially important in an era where cyber insurance requirements, data privacy mandates, and industry-specific compliance frameworks are top of mind. By automating evidence collection, Service Level Agreement (SLA) verification, and risk posture scoring, MSPs can not only prove their value but can codify it too. As competition intensifies, it’s those insights, not just uptime metrics, that win renewals and upsell opportunities.

A new definition of excellence

MSPs are entering a new era, one in which operational maturity and strategic foresight matter more than technical wizardry alone. Excellence should no longer be defined by how many tickets you close or how fast you restore a backup. It’s defined by how effectively you align with your client’s goals and understand their unique needs – you act as their business partner.

AI and automation aren’t threats to the channel; they’re its next growth catalyst. The MSPs who embrace these tools early will not only boost margins and reduce burnout, but they’ll reset the gold standard for what it means to be indispensable.