McKinsey: how to reinvent tech providers' sales channels to grow with AI

By McKinsey & Company · Wed, 11 Nov 2026 19:55:00 +0000.

The email is an alert from McKinsey's Tech, Media & Telecom list, signed by Brendan Gaffey and Michael Park, global leaders of the firm's Technology, Media and Telecommunications practice. It highlights a new article, "Reinventing the channel: How can your partner ecosystem fuel AI growth?"

The email's central argument is that AI gives technology providers an opportunity to reinvent their sales channels. According to the text, this would mean a full overhaul built on five key moves, which the article sums up under the heading "5 AI channel moves." The email does not say what those five moves are, so they cannot be described here without making them up.

The message also recommends two more McKinsey pieces in its "Also Consider" section: "The AI-centric imperative: Navigating the next software frontier" and "Upgrading software business models to thrive in the AI era." Judging by their titles, both cover how software companies and their business models must adapt to the AI era.

The rest of the email is standard material: an invitation to contact the authors, a link to the McKinsey Insights app, a cookie and privacy notice, and subscription management options. The body includes no figures, survey data or concrete examples, so this summary sticks to what the email states.