The trickbot virus has infected millions of computers worldwide Copyright AFP Yuichi YAMAZAKI
The need for robust IT services continues to shape the strategies undertaken by channel providers of all sizes. This partly because customers need expertise and guidance around their technology strategies and investments.
The term IT channel refers to the vast network of technology service providers, resellers, and consultants that form the backbone of IT product and service delivery to businesses.
This industry trend is as according to a new report from the Global Technology Industry Association (GTIA), a nonprofit membership community connecting and representing the worldwide IT channel. The report focuses on AI, cybersecurity spell channel opportunity amid economic and IT workforce challenges.
GTIA’s “State of the Channel 2025” report is based on a survey of 1,042 channel company executives and owners conducted in December 2024.
GTIA’s report reveals that demand for artificial intelligence (AI) technology is up across the channel, notably in revenuedriving activities, and nearly six in 10 companies surveyed see technology’s growing complexity as the top factor driving customer demand for the channel’s expertise, continuing a trend from last year.
At the same time, companies need to ensure disciplines like cybersecurity are maintained. Survey respondents identified adoption of AI tools and cybersecurity services demand each at 49 percent, followed by continued cloud adoption at 47 percent as topranked drivers to the IT channel.
In relation to these trends, Global IT spending is predicted to rise by 9.8 percent, reaching an estimated $5.61 trillion this year. Similarly, spending on IT services is also expected to increase by 9 percent worldwide, reaching $1.73 trillion.
Aligning with these projections, half of North American channel firms anticipate significant AIdriven sales growth in the next two years, up from onethird last year, surpassing cybersecurity as the predicted leader of revenue growth.
This shift underscores AI’s progression and expanding presence within the channel. At the same time, GTIA reports that four in 10 U.S. channel firms expect strong financial gains from cybersecurity and cloud services in the next two years, highlighting continued trends in consumer demand.
Not everything is positive, however. External challenges were identified as a top obstacle to channel health at 44 percent in 2025, as channel companies remain highly conscious of looming economic instability that could curb consumer spending.
As demand for channel services grows—particularly in fields like cloud computing, cybersecurity and AI —firms are facing increased strain on capacity and resources. At the same time, workforce skills shortages have surged in concern, now cited by nearly four in 10 channel companies as an inhibitor to success.
Interpretations of the year ahead—half characterize the channel as “relevant and holding steady” while the other half describe it as “healthy and changing rapidly.” This division illustrates the industry’s complexity with company size, location and service offerings playing key roles in shaping experiences.
