Pax8 launched the Managed Intelligence Provider (MIP) Playbook in October 2025, and it is already clear that it has heralded a new phase in the evolution of the managed service provider (MSP). Across EMEA, MSPs are stepping beyond traditional managed services and into managed intelligence, changing how work gets done for small and medium-sized businesses (SMBs) with automation, AI and better ways of delivering outcomes.
What’s making the difference? Community.
The MSPs furthest along are comparing notes, pressure-testing what works and proving MIP is achievable now. Because in a market that’s changing this fast, the bigger risk isn’t getting it wrong – it’s falling behind.
The shift is already happening in EMEA
“The SMB mindset has shifted. It’s no longer ‘What is AI?’ but ‘How do I use AI?’” – Scott Chasin, Pax8 CEO
SMBs are looking for a trusted advisor to make AI practical, scalable and worth the effort. Forward-thinking MSPs are responding by evolving into MIPs, using automation and AI to reduce manual work for their clients, streamline processes and deliver measurable outcomes. This is where business transformation turns into monetisation; by creating new revenue streams, deepening both client trust and retention, and developing new high-margin services that scale.
And it’s already happening. From a sample of 42 EMEA-based Pax8 partners in January 2026, 60% said they’re already moving towards MIP or deploying AI. Market confidence is rising too: respondents rated confidence in market conditions at an average of 7.3/10, up from 6.4 last year. Even when the path isn’t perfectly clear or linear, MSPs are choosing to move forward.
This isn’t just theoretical. MSPs in EMEA are already seeing measurable impact from the move toward managed intelligence. UK MIP Infinity Group achieved £1 million annual operational savings while delivering 35% revenue growth over a year with no increase in headcount. Copilot adoption surged by more than 500%, resulting in around 9,500 hours saved across the business. CEO Rob Young summed up the driver behind the shift: “The market was changing… we needed to move from break-fix to actually providing business outcomes.”
Now is the time to rethink how you work and how you prove value, so you can become your clients’ trusted advisor when they start expecting automation and AI to show up in every business process, not just the IT stack.
What we’re hearing from MSPs at the forefront of the MIP shift
Michael Breeze, Partner Experience Programs Senior Director at Pax8, shares what he’s hearing from MSPs already making the move.
In recent conversations with MSPs at the forefront of the MIP evolution, one theme kept coming up: peers accelerate progress. When you can learn from people already testing what works, you move faster and with more confidence.
The transformation follows clear stages from the playbook, from inspiration and discovery through to activation and optimisation. Instead of reacting to tickets, MIPs are shaping outcomes. Effective discovery is a central part of this new process. It involves sitting down with customers, mapping how work actually flows and then finding the bottlenecks. Where’s the friction? Where’s the handoff that always breaks? Where does time disappear?
We’ve noticed that much of the work emerging from discovery sessions isn’t “pure AI”. Increasingly, we’re seeing automation as the primary driver. It’s about first helping customers get more value from tools they already own, and this simple first step is what makes MIP feel attainable. It’s not a case of completely changing how you run your MSP. It’s about making incremental changes that nudge the overall client conversation into an advisory capacity rather than purely helpdesk.
The commercial model is evolving too. More MSPs are packaging the first step as paid discovery, then moving to recurring services for maintenance, optimisation and support. SMB customers appreciate having a partner to lean on over time, not a one-and-done deployment.
That’s what makes this community insight so powerful: the leading MSPs aren’t waiting for a perfect AI moment. They’re starting by building simple repeatable motions, learning fast and sharing what works.
Why standing still is how you get left behind
AI investments are on the rise, with nearly 40% of organisations planning to increase AI spending by up to 19% over the next 24 months.1
In a market moving this quickly, standing still and waiting for others to see success with managed intelligence is a risk. It’s a decision to let other MSPs build the muscle first.
Early movers are standardising delivery models, proving value in real customer environments and turning lessons learned into repeatable services.
Yes, there are challenges, but waiting to see them solved is how you end up falling behind. There’s no question that making the shift takes work. Partners tell us that some of the biggest constraints are capacity related, people based (recruiting and upskilling) and linked to process maturity. But that’s exactly why now is the time to start. If you wait until others have already solved the messy parts, you’ll be playing catch-up while your competitors are already productising, packaging and scaling.
It’s not too late. It’s important to remember that MSPs should view the shift to MIP from a position of strength. As IT providers, you are already embedded in your clients’ businesses and have a level of trust that is the perfect platform to start conversations about AI and automation. There is no question that SMBs will be demanding managed intelligence from their service providers in the future, so the opportunity is yours to embrace.
Pax8 and the partner community make the shift achievable
MSPs tell us they want practical, local support to prepare their businesses for the future. That means operational efficiency, enablement and help turning opportunity into growth, and Pax8 delivers it all through a wealth of resources and expertise.
- The MIP Playbook provides a clear roadmap.
- Guided Growth programmes help put it into motion.
- Pax8 Academy supports the upskilling needed to power your transformation.
And underpinning it all is the Pax8 community.
Nowhere is the power of community more evident than at Pax8 events. From Mission Briefings and Masterclasses to Beyond EMEA, the community insights and inspiration you’ll get at our events will support your success.
When MSPs compare notes and share what’s working (and what isn’t), everyone moves faster. If you’re ready to step into MIP, start with the playbook and then bring your questions, your wins and your lessons learned to your peers in the community.
Conclusion
There is no question that the MSP to MIP shift is underway in EMEA. MSPs leaning in now are building a compounding advantage: stronger customer relationships, repeatable services and a clearer path from project work to ongoing value.
If you’re waiting for the market to settle before you start, you’ll be waiting while other partners set the pace. The good news is you don’t have to figure it out alone: Pax8 and its partner community are here to help you move with confidence.
“We’re already seeing partners lean into this change, but sustaining that momentum requires new skills and a willingness to rethink how they work.” – Harald Nuij, Pax8 EMEA CEO
Ready to take the next step? The MIP Playbook gives you the roadmap to turn momentum into a repeatable motion.
Sources:
- IDC. (2025). What every company can learn from Frontier firms leading the AI revolution. marketingassets.microsoft.com/gdc/gdcflXNT6/original
