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The 2026 UK Reseller Benchmark Report on Readiness, Risk and Revenue OpportunitySenior Decision Makers Reveal About CX, EX, AI and Digital Transformation in the Retail Sector
ABOUT THE RESEARCH
AI has moved quickly from innovation to expectation.
An independent survey of 150 UK resellers shows that customer demand for AI-enabled communications is accelerating — often faster than resellers anticipate.
The research reveals a clear shift: AI is no longer seen as a future differentiator. It is becoming a standard expectation, particularly around automation, insight and compliance.
Yet confidence and readiness remain uneven across the channel.
This report explores where AI conversations are happening, what’s slowing adoption, and why the opportunity to lead — rather than react — may be narrowing..
1 The Market’s More Ready Than Many Think
Only 16% of resellers overall believe customers are not ready or remain early-stage in AI adoption.
However, perceptions vary sharply by reseller size:
43% of 1–9 employee firms say customers aren’t ready
Just 10% of firms with 50+ employees agree
Larger resellers are clearly seeing stronger demand signals. This suggests AI conversations may already be happening — just not always with every partner..
What this means for you
Customer readiness may be higher than you think, with conversations happening elsewhere.
2 Disruption — or Practical Evolution?
Resellers largely expect AI to improve communications rather than disrupt them overnight.
64% expect improved efficiency and productivity
61% expect better customer experience and insight
41% expect gradual inclusion into standard platforms
2% expect no impact
The message is clear: the hype phase is fading. The utility phase has begun. AI’s value is expected to show up in everyday operational improvements.
What this means for you
It’s not about revolution – it’s about measurable improvements in efficiency, control and insight.
3 Customers Are Often Leading the Conversation
More than a third of resellers report that customers approach them with clear AI requirements
Others describe shared, exploratory discussions. Far fewer say they are proactively leading those conversations themselves.
This signals a shift in buying behaviour. Customers are researching automation, compliance and analytics independently — and arriving informed.
AI discussions are no longer tentative or vendor-led.
What this means for you
If customers are initiating the discussion, you need clear positioning, confident messaging and defined use cases ready..
4 AI Is Triggered by Bigger Business Agendas
AI-enabled communications rarely appear in isolation
They most commonly arise within:
Digital transformation projects: 50%
Compliance, risk or quality initiatives: 37%
General AI curiosity: 35%
They are far less likely to begin with a single feature request. AI is being pulled into wider operational change — not sold as an upgrade
What this means for you
AI conversations are most effective when anchored to broader business priorities, not technology hype. Resellers that link AI to transformation projects, compliance needs or clearly defined operational challenges are more likely to move discussions beyond curiosity into action.
5 From Add-On to Core Proposition
AI is now mainstream within many reseller portfolios.
56% say AI is core or embedded
Nearly 40% still present it as standalone or optional
Only 6% do not actively position AI
The market is transitioning from experimentation to integration. The debate is no longer whether to offer AI — but how to frame it commercially
What this means for you
The more integrated AI feels within your core proposition, the easier it becomes to explain, price and justify.
6 Waiting Feels Sensible. It Isn’t.
As expectations rise, AI is moving from differentiator to assumed baseline. Late movers may enter a market where AI is no longer a value-add — but expected as standard.
66% of resellers plan to actively expand AI capabilities within 12 months.
However, 23% intend to explore options only in 12–24 months.
What this means for you
The window to shape positioning and pricing is open now. If you wait, you may be competing on someone else’s terms.
7 Security and Practicality Trump Features
Customer hesitation is rooted in trust and execution.
Data security, privacy and compliance (55%)
Implementation and integration concerns (37%)
Honesty about AI limitations (37%).
Budget sensitivity (32%)
Interest in AI is strong — but customers want reassurance it works safely in real-world environments.
What this means for you
Lead with security, transparency and practical deployment — not hype. Confidence closes deals.
8 Investment Is Focused on Operational AI
Resellers are prioritising practical AI applications:
Automation tools (55%)
Analytics and reporting (47%)
Teams-integrated AI (40%)
AI contact centre platforms (40%)
The focus is operational improvement — not experimentation. AI is being adopted to improve how services run today.
What this means for you
Prioritise AI that delivers immediate efficiency and insight. Operational value wins over novelty.
9 Confidence Is Slowed by Risk and Complexity
Reseller hesitation stems from operational concerns:
Security and compliance (41%)
Unclear demand (34%)
Margin concerns (27%)
Skills gaps (25%)
Confidence is not absent — it is cautious. Encouragingly, 16% say nothing reduces their confidence.
What this means for you
Reducing complexity builds confidence. Clear use cases, strong security and simple onboarding helps remove friction.
10 The Channel Is Calling Time on AI Hype
Resellers are clear about what they need — and it isn’t more features.
When asked what would most help them sell AI-enabled communications, the top responses were:
Education and enablement 38%
Ongoing support 37%
Honesty about AI limitations 37%
The message is unmistakable. The barrier is not appetite — it’s clarity. Resellers want practical guidance, credible use cases and realistic positioning.
The market is moving from experimentation to execution — and that demands substance over spin..
What this means for you
Growth will come from credibility, not noise. The partners who win will be those who can explain AI clearly, implement it confidently and prove its value — without overselling it..
From Momentum to Meaningful Transformation
The findings point to a market moving quickly from curiosity to commitment.
AI-enabled communications are becoming part of the expected baseline. Most resellers are preparing to move — but a significant minority risk falling behind as expectations accelerate.
The opportunity now lies in embedding AI confidently, addressing security transparently and focusing on measurable operational value.
AI is already reshaping customer expectations — and the opportunity to lead is open now. If you’d like to explore what these findings mean for your business, get in touch with the NFON UK team at hello-uk@nfon.com, or call 0330 383 8000.
Let’s start the conversation.
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