AI in the Channel: Practical Adoption for Marketers
Channel businesses are adapting to innovation cycles just like the customers they serve. Emerging tools like AI are opening new opportunities, and marketers in the channel need practical guidance to use AI effectively.
Kathryn Rose, CEO of channelWise and co-founder of the Channel Marketing Association (CMA), shares insights on helping the channel adopt AI in meaningful ways.
Why CMA and Partners Developed AI Marketing Training
The CMA equips marketers at vendors and solution providers with resources and training on key topics. Their upcoming AI in the Channel webinar, running July 22-23 and produced with channelWise, is open to anyone in the channel.
The webinar features Rose alongside AI strategist Julie Anne Eason and channel sales expert Jennifer Bleam. It’s focused on practical strategies and tools that drive measurable results across partner ecosystems.
Rose emphasizes the need for leaders to break down complex tasks and give clear, detailed instructions to maximize AI-enabled workflows. “Many organizations say they’re using AI but aren’t getting real value from it,” she notes. “There’s a misconception that younger or digital-native professionals will naturally excel at AI, but that’s not the case.”
To support AI adoption, CMA recently launched two key resources:
- AI Essentials for Channel Marketers Certification: Created with MindFlare AI, this beginner-to-intermediate program teaches how to integrate AI tools like ChatGPT and Microsoft Copilot into daily marketing tasks. It covers automating partner communications, streamlining reports, scaling campaigns, and responsible AI use.
- Your First 30 Days with AI Channel Marketing Edition: Co-written by Rose and Eason, this guide helps marketers develop AI skills through a focused four-week plan to build prompt libraries, create templates, and measure results with AI workflows.
AI Adoption Challenges in the IT Channel
Even non-technical channel roles face AI adoption challenges. Rose points out that assumptions about tech expertise can be misleading. Many channel teams are small and overwhelmed by the volume of new AI tools.
For marketers familiar with digital tools, AI is simply the next tool to use thoughtfully. “Strategy alone isn’t enough; you need to understand the tools to implement it well,” Rose says. “If your AI-generated work looks lazy, customers may question your value as a partner or vendor.”
She also addresses concerns about AI use feeling like “cheating.” “AI is just another automation tool that can help you work more efficiently,” she adds.
Marketers looking to build skills in AI can explore a variety of courses and certifications tailored to marketing professionals at Complete AI Training.
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