2026 Agenda

MSPs know cybersecurity is critical. They're hearing about it from anxious clients, seeing headlines about ransomware and breaches daily, and facing increasing pressure to prove they can protect sensitive data and business operations. But knowing cybersecurity matters and actually investing in comprehensive security solutions are two very different things.

And now AI has entered the equation — both as a powerful weapon in the hands of attackers and as a game-changing defense tool that promises to help MSPs detect threats faster, respond more effectively, and scale security operations without adding headcount.

For vendors and suppliers, this creates both opportunity and complexity: How do you sell AI-enabled cybersecurity solutions to MSPs who are interested but cautious, stretched thin operationally, and unsure how to package and resell your security stack to their own clients? To answer that question, this vendor keynote panel brings together leading cybersecurity providers who are successfully selling into the MSP channel. Attendees will hear candid insights on what's resonating with partners, what objections keep coming up, and how to position AI-powered security capabilities in ways that MSPs can immediately understand, deploy, and monetize.

This is a practical, vendor-to-partner conversation about winning in the MSP channel during a period of escalating threats, rising client expectations, and rapid AI-driven transformation.

Key topics of this session include:

• What MSPs are actually buying: Which security solutions and AI-powered capabilities are driving purchase decisions right now — and which ones sound essential but don't move the needle
• The AI threat and defense story: How to help MSPs communicate both sides of the AI equation to clients — the risks posed by AI-enabled attacks and the advantages of AI-driven security tools
• Overcoming skepticism: How to address the most common objections customers raise about cybersecurity solutions, such as cost, complexity, client readiness, proving ROI, and AI hype vs. reality

At the conclusion of this keynote, partners will understand how leading vendors are packaging AI-enhanced security capabilities so MSPs can quickly turn them into billable, client-facing services, and gain actionable information on how to structure licensing, pricing, and go-to-market strategies that work.