UK resellers move from AI talk to practical rollout

UK resellers are moving from discussing artificial intelligence to deploying it in business communications. Most report that customers are ready for AI-enabled features, and many plan to expand their own AI offerings within a year, according to research from NFON.

The study surveyed 150 UK resellers and suggests customer interest is becoming more specific. More than a third said customers are already requesting defined functions such as automation, analytics, and compliance.

Resellers also expressed broad confidence that businesses can adopt AI-enabled communications. Some 84% said customers are ready or actively exploring AI applications, while 16% said businesses are not yet ready.

From interest to plans

Partner plans appear to be shifting in line with customer demand. Two-thirds of respondents plan to expand their AI work over the next 12 months. Of those, 29% expect to do so within six months and 37% within six to 12 months. Another 23% said they are taking a more cautious evaluation approach.

Resellers also outlined where they expect AI to have the biggest impact in communications deployments. Some 64% expect improved efficiency and productivity, while 61% cited better customer experience and insights. Another 41% expect AI to be integrated gradually into standard platforms. Only 2% expect no impact.

NFON views the results as a sign that AI adoption in communications has entered a more practical phase, with customers approaching partners with clearer requirements. Alexander Wettjen, Executive Vice President Sales & Marketing at NFON, linked the shift to demand for measurable outcomes.

"The AI hype is over. We are now entering the phase of practical use. Resellers and businesses expect tangible benefits such as measurable efficiency gains through automation. This presents a major opportunity for resellers: those who integrate AI early into their solutions and demonstrate clear use cases can deliver real value to customers and clearly differentiate themselves in the market," Wettjen said.

Security concerns

Despite the momentum, the research highlights barriers resellers encounter in customer conversations. Data security, privacy, and compliance were the most common constraints, cited by 55% of respondents.

Other concerns followed, with 37% pointing to implementation and integration issues and another 37% saying customers want greater transparency about AI limitations.

The findings reflect the constraints many organisations face when introducing automation and analytics into communications systems, where data can include customer details, call content, and workflow context. In reseller-led sales cycles, this can increase the emphasis on data handling and regulatory compliance.

Partners also need clarity on how AI features fit into existing deployments. Integration complexity remained a shared concern, including how AI functions work alongside voice and video services and connect with software such as CRM and collaboration tools.

Channel shift

The study frames the channel as moving toward deeper AI integration within existing platforms rather than adopting AI as a standalone add-on. Resellers expect incremental changes that become part of standard communications products.

This approach may influence how resellers package and price services, as well as what they prioritise in customer discussions. As customers request automation, analytics, and compliance functions, the commercial focus may shift from broad AI messaging to defined operational outcomes and governance requirements.

NFON sees the UK partner market as having moved beyond experimentation. Wettjen described this as a shift from vision to operational reality.

"The partner landscape in the UK clearly shows that the threshold from vision to operational reality has been crossed. For resellers, this means one thing above all: those who consistently integrate AI into their solutions can sustainably evolve their business models and successfully position themselves for the future," he said.

NFON operates in business communications and works with more than 3,000 partners across Europe, serving around 55,000 business customers. It is also a licensed telecoms provider in 15 European countries.