More than 70% of IT solution providers in the United States report being affected by tariffs, with opinions divided on whether the impact has been positive or negative. According to the Global Technology Industry Association’s latest Channel Economic Tracker, 36% of channel companies view the current effect of tariffs as somewhat or very positive, while 39% perceive it as somewhat or very negative. Looking ahead, 40% of respondents anticipate a positive impact over the next year, compared to 38% who expect a negative effect. The tracker, which assesses sentiment monthly, reveals that 51% of those experiencing favorable effects reported increased sales, while 66% faced higher costs for goods. Carolyn April, vice president of research and market intelligence at the Global Technology Industry Association, emphasized the uncertainty surrounding tariffs and their potential impact on the technology industry and channel partners.
A recent report from Cisco reveals that by the year 2028, 68 percent of customer service interactions with technology vendors could be automated through the use of advanced artificial intelligence. The report, titled “The Race to an Agentic Future: How Agentic AI Will Transform Customer Experience,” surveyed nearly 8,000 business leaders across 30 countries, showing a strong interest in AI-driven solutions for enhancing customer service. Ninety-three percent of respondents believe that incorporating AI into customer interactions will lead to more personalized and efficient experiences. However, the report also emphasizes the importance of human involvement, with 89 percent of participants stating that it remains critical for humans to be part of customer service interactions. Despite the anticipated rise of AI agents, 96 percent of those surveyed still view human-to-human relationships as vital.
Why do we care?
More than 70% of U.S. IT solution providers are affected by tariffs, but sentiment is evenly split—with nearly equal numbers seeing opportunity or harm. This ambivalence is telling: tariffs are functioning as a wildcard, not a trend. The key takeaway is the disconnect between increased sales and increased costs—51% of those seeing benefits are also paying more for goods (66%). That suggests any upside is not rooted in margin expansion, but potentially in reshored business, urgency-based buying, or temporary market shifts.
- Tariff sentiment may create decision paralysis. If nearly equal parts of the market see tariffs as good or bad, MSPs may find clients postponing decisions—undermining predictability in project pipelines.
- AI automation can erode customer trust if over-deployed. If clients feel they’re being deflected rather than helped, especially during incidents or escalations, reputational damage follows.
- Cost increases from tariffs + automation investments = margin pressure. Providers could get squeezed from both ends unless pricing is actively managed.
Bottom Line: The lesson here is nuance. Success lies in measured deployment, clear communication, and flexible planning—not hype or fear. Smart IT providers will treat both tariffs and AI as levers to be managed, not absolutes to be avoided or blindly embraced.