The most important part of my conversation with Carlos Maldonado wasn’t about tools, licenses, or automation.
It was about fear.
Not fear of AI replacing jobs.
Not fear of complexity.
But the fear that quietly shows up in every customer conversation right now:
“What if we’re already falling behind?”
That’s the tension SMB leaders are living with today. They hear about AI at every conference, every trade show, and every industry event. They’re told repeatedly that AI is the next competitive advantage.
But no one is showing them how to get there safely.
And that’s where MSPs come in.
The FOMO Gap: Customers Know AI Matters – But Not Where It Fits
Carlos described it perfectly.
Most customers aren’t resistant to AI. They’re actually worried they’re late.
They ask:
- What is AI actually going to do for my business?
- How does this make me better than my peers?
- Where does the ROI come from?
- How big of a project is this really?
Right now, many customers only see AI through a narrow lens: writing emails, transcribing meetings, and summarizing notes. Helpful? Absolutely.
But they instinctively know that’s just the surface.
They sense there’s something much bigger underneath; but they can’t yet visualize how AI fits into their operations, data, or workflows. And without that clarity, committing to AI feels risky.
This is the gap MSPs are uniquely positioned to close.
AI Isn’t a Leap; It’s a Guided Climb
One of the strongest takeaways from Carlos’ approach is intentional restraint.
Not “AI everywhere, right now.”
But “foundation first.”
Because here’s the reality most MSPs need to internalize:
You cannot take a client to AI if you haven’t secured their data, governance, and licensing first.
For Carlos and his team, governance isn’t a pre-step: it is the strategy.
That means:
- Understanding data structure
- Aligning Microsoft licensing correctly
- Securing access and permissions
- Establishing clear governance frameworks
AI doesn’t fail because the technology is bad.
It fails because the foundation is weak.
And governance isn’t just responsible – it’s highly billable. MSPs who get this right aren’t just enabling AI; they’re creating a repeatable, high-value service motion.
Internal First: MSPs Must Become AI Practitioners Before Advisors
When I asked Carlos what MSP leaders should do today, he didn’t start with selling.
He started with internal adoption.
Before guiding customers, MSPs need to:
- Build governance internally
- Understand AI inside M365 deeply
- Learn where Copilot fits
- Practice prompting and workflow design
You cannot confidently advise clients on AI if you’ve only read about it.
Once teams experience AI firsthand, something shifts. They stop seeing AI as a tool and start seeing patterns and opportunities: the same ones their clients will eventually ask about.
That internal experience is what transforms MSPs from implementers into advisors.
External Next: Show Possibility – But Only After Governance
On the customer-facing side, the strategy stays consistent.
Start with governance.
Secure the data.
Protect the environment.
Then, and only then, let clients experience AI.
Carlos shared a critical insight here: sometimes the best way to build momentum isn’t selling AI immediately, but demonstrating it responsibly.
Once governance is complete:
- Build simple bots
- Create small automations
- Put AI into the client’s hands safely
When clients see AI working inside their environment, curiosity replaces fear. Possibility becomes tangible.
The key is discipline: especially with trial licenses. Turning AI on without governance can destroy trust faster than it builds excitement.
MSPs must remain the guardrails.
AI is a Skill. MSPs Must Learn It Before Teaching It
Another important moment in our conversation was Carlos’ reflection on education.
Even experienced MSP leaders struggle with prompting methodology. AI isn’t intuitive. Meta-prompting isn’t obvious. And clients won’t magically figure it out on their own.
That’s why accelerators, peer groups, and structured learning matter.
Not because MSPs don’t know enough, but because everyone knows different pieces.
When MSPs learn together, they sharpen not just their technical capability, but their advisory voice. And that confidence carries directly into customer conversations.
Why This Matters for MSPs Right Now
Customers aren’t asking MSPs for AI tools.
They’re asking for:
- Direction
- Safety
- A responsible path forward
They want someone who can slow the noise, reduce risk, and guide adoption with intent.
That’s the role MSPs were built for.
AI doesn’t replace MSPs.
It elevates them.
But only for those willing to lead, not rush.
That’s exactly why AI By Design exists.
This isn’t hype.
This isn’t theory.
This is the work.
And this is just the beginning…
