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Artificial intelligence (AI) is everywhere. It’s on the news, it’s in our feeds, and chances are, it’s already on your clients’ minds. They’re hearing about the productivity boosts and the competitive advantages, and naturally, they want in.
But as any experienced MSP knows, wanting to use AI and being ready to use AI are two very different things.
Navigating this divide is tricky. If you push a cautious client too fast, you create friction and distrust. But if you hold back an eager client, you risk losing them to a competitor who promises to help them innovate.
In short, the solution isn’t a one-size-fits-all AI package.
Instead, you need to develop personas to categorize your clients based on their appetite for innovation versus stability. This blog shows you how to identify if your client is “unaware,” “ready,” or somewhere in between, and how to tailor your service delivery to match.
Persona 1: The Unaware Client
This client doesn’t know what they don’t know. They might view AI as science fiction or something strictly reserved for “big tech” companies like Google or Microsoft. Their operational reality usually involves unstructured data, legacy on-premise servers, and very little digitization.
How to Spot Them:
- They rarely, if ever, ask about automation or new tools.
- Their data is scattered across local drives, filing cabinets, or siloed in individual email inboxes.
- They lack basic cloud infrastructure and rely heavily on VPNs for remote access.
The MSP Opportunity:
This isn’t about selling AI yet; it’s about selling modernization. Your role here is education. If you try to implement Copilot or similar tools now, they will fail because the data structure isn’t there to support them.
Focus your conversations on cloud migration and basic digitization as the necessary stepping stones to future capabilities. Show them how modernizing now protects their business and prepares them for the future, even if they aren’t ready to automate everything today.
Persona 2: The Risk-Averse Client
This client knows AI exists, and frankly, it terrifies them. They are deeply concerned about security, data privacy, and compliance. They want the efficiency that technology promises, but they aren’t willing to “move fast and break things” to get it.
How to Spot Them:
- They ask questions like, “Is ChatGPT stealing our proprietary data?”
- They have strict compliance requirements (HIPAA, GDPR, SOC 2, etc.) that dictate their IT decisions.
- They are hesitant to approve any new software without an extensive vetting process.
The MSP Opportunity:
Build trust through security. Position yourself as the guardian of their data. Instead of pushing features, push governance. Show them how private, secure enterprise AI tools (unlike public, open models) can be implemented safely within their compliance frameworks.
Your value proposition here is helping them establish an Acceptable Use Policy (AUP) for AI before they ever turn on a single feature.
Persona 3: The Ready Client
These clients are digitally mature and often eager early adopters. They are already in the cloud, they have relatively clean and organized data, and they are hungry for a competitive edge. Be careful, though—if you aren’t providing them with AI solutions, they might be using “shadow AI” (unauthorized tools) already.
How to Spot Them:
- They send you links to new tools they want to pilot.
- They have centralized data warehouses or organized SaaS stacks.
- They actively ask about API integrations, workflow automation, and how to get more out of their data.
The MSP Opportunity:
This is where you become a strategic partner rather than just a vendor. Help them identify high-value use cases, implement pilot programs, and ensure their enthusiastic adoption doesn’t compromise their security posture.
Your job is to facilitate their speed while installing the necessary guardrails to keep them on the track.
Quiz: What is Your Client’s AI Persona?
The Value of a Modern MSP
AI isn’t a one-size-fits-all product; it’s a journey. Whether your client is unaware, risk-averse, or ready, they need guidance to move to the next stage.
The value of a modern MSP isn’t just fixing what’s broken—it’s guiding clients toward the future at a pace that makes sense for their specific business needs. By assessing readiness first, you save time, prevent failed implementations, and build stronger, more strategic relationships.
Don’t wait for them to ask you about AI—start the conversation today based on where they actually are, not where they think they should be. For a complete roadmap on how to execute this strategy, download The MSP AI Readiness Playbook now.
