AI Partners Are Now Selling Change, Not Just Technology

The New ‘Frontier Partners’: Selling Change, Not Technology

CRN2026.03.17Updated 28d ago

Futurum’s Tiffany Bova told distributors and vendors that a new breed of channel partners, called frontier partners, are selling change that comes with AI instead of products.

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Futurum's Tiffany Bova reveals a shift in the channel ecosystem where "frontier partners" focus on delivering AI-driven transformation rather than traditional products. These partners help organizations navigate change management alongside technology implementation. The approach signals how vendors and distributors must evolve to meet enterprise demands for holistic AI adoption.

Key topics:futurum tiffany bova frontier partners ai adoption channel partners

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