I had the good fortune of attending the Canalys Channel Forums 2025 in Barcelona earlier this month. Canalys continues to be one of the most credible voices in technology research, and its annual gathering offers valuable perspective on how the technology ecosystem is changing, especially for organisations like ours that exist to serve businesses, looking to navigate this and capture emerging benefits.
This year, one topic dominated every conversation: artificial intelligence. Not as a trend or abstract promise, but as a defining capability shaping the strategies of vendors, partners, and customers alike.
Recognising the moment we’re in
What stood out was a distinct shift from concept to execution. The discussions weren’t about what AI could do at some point in the future. Instead, they were focused on making it work safely and sustainably, in real business contexts. That mindset felt very familiar.
Another key point was the call for partners to think more like software companies, building, iterating, and testing what works rather than waiting for perfection. It was clear that the leadership challenge ahead is one of relevance and those that move, learn, and adapt will thrive.
It was also encouraging to hear so much recognition that AI’s potential shouldn’t sit solely with hyperscalers or enterprise giants. The market is broadening, and capability (sometime the best capability) is finding new homes.
Why these conversations matter to us
For us, that message truly resonated. Many of the themes discussed at Canalys echoed ideas already at the heart of our own strategy, particularly reflecting our belief that technology only creates value when it genuinely serves people and solves real problems.
Our brand promise has always been simple: The tech company with people at heart. That belief guides everything we do. As we see it, technology is only meaningful when it improves lives, simplifies work, and builds trust.
So, hearing industry analysts and peers articulate the same priorities, namely empathy, accessibility, and practical innovation, felt like validation for our direction. For several years, we’ve been helping clients not only prepare for AI, but put it to work responsibly and purposefully. In someways it felt like the industry conversation has finally caught up with what Advania has been doing on the ground.
Building on strong foundations
Our expertise within the Microsoft ecosystem remains central to that mission. It’s where many of our clients begin their AI journey, and it gives them a secure, familiar foundation to build upon.
But what truly sets us apart is our commitment to offer more than a single approach. The acquisitions of The AI Framework and Gompute during 2025 marked deliberate steps towards becoming a fully integrated, AI-focused services provider.
- The AI Framework strengthens our ability to help clients define strategy, governance, and measurable outcomes, bridging the gap between ambition and reality.
- Gompute, meanwhile, ensures sovereignty and the performance AI workloads demand, giving customers control, compliance and scale on their own terms.
Together, these investments mean that when we talk about readiness, we’re talking about readiness in every sense: strategic, technical, and operational.
Turning enterprise expertise into shared opportunity
Traditionally, the largest enterprises have been the first movers in AI adoption, and we’ve had the privilege of partnering with several on complex transformation projects. Those experiences have taught us what makes AI succeed and, just as importantly, what holds it back.
Now, we’re bringing those lessons to the wider market. By applying that expertise to smaller, ambitious organisations, we’re helping to democratise AI, making its benefits achievable and relevant no matter the size of the business.
That principle reflects something that’s deeply embedded in Advania’s culture: never lose a customer. It’s a mindset and a reflection of how we work. We believe in long-term relationships, built on understanding, empathy and trust. We walk in our customers’ shoes, listen carefully, and develop together. AI, done right, should work the same way, being human-centred, transparent and adaptable.
Looking ahead with purpose
Leaving Barcelona, I felt encouraged. The industry conversation confirmed that our strategy, combining clever technologies with a people-first ethos, is aligned with where meaningful progress is being made.
It reaffirmed that we’re not chasing technology for its own sake. Our aim is to help customers harness its potential responsibly, sustainably, and in ways that create business value. That balance of technical capability and human understanding will define which partnerships endure and where our customers put their faith.
At Advania, we’ll keep focusing on what matters: building confidence through experience, empathy, and execution. AI is moving fast, but our purpose remains steady: ensuring every client, regardless of size, has access to the opportunities that new innovation creates.
If any of this strikes a chord, please reach out to your Advania Account Manager or get in touch with us. We’d love to continue the conversation.
