Microsoft's AI Vision for SMB Partners: Exec Recaps Ignite 2025 Insights

Editor’s Note: This article was developed as part of a partnership between MSDW and IAMCP to expand awareness of channel trends and priorities.

The AI revolution presents an unprecedented opportunity for partners serving small and medium-size businesses, and Microsoft is making significant investments to support them. That's according to Erwin Visser, Microsoft general manager of the Coud Service Provider (CSP) partner channel for GPS Americas. Visser shared key developments from Microsoft Ignite 2025 during a recent webinar hosted by IAMCP.

The Market Opportunity 

Defining the SMB market as companies with up to roughly 1,500 employees, Visser revealed that Microsoft sees a 55 percent growth opportunity in the next three years, “and it's very much fueled by AI."

What makes this moment different? Microsoft wants partners to look at AI as more than a technology update. "AI is a business value sell. It's not a technology sell," Visser said. Partners who can explain what AI actually means for a customer's business will stand out. The real challenge isn't putting the technology in place, it's helping customers turn AI into real, measurable results.

What's especially good news for partners is that AI spending won't take money away from their current IT budgets. "AI will not be just replacement of the current investment, but it will be an incremental investment opportunity in the SMB market," Visser explained. He noted that Microsoft is seeing "significant signals from customers, enterprise, corporate customers, SMB customers, that with AI they will increase their IT budget because of the business value that AI creates here."

Microsoft's Growth Strategy

Microsoft's strategy for the SMB market is built on three main ideas: offering end-to-end solutions, working closely with partners, and providing a trusted, secure platform. And Visser made it clear that partners are central to all this.