Earlier this week, our Managing Director Ian Groves was invited by Rob Rae of Pax8 to speak at CRN XChange EMEA 2026 in The Hague.
The session brought together Ian, Rob and Ricardo van Katwijk, an MSP owner from the Netherlands, to explore how AI is being used in real business environments today across the globe.
Not in theory. Not in isolation. In practice.
XChange EMEA is a senior event for MSP and vendor leaders, focused on the conversations shaping the future of the channel – from AI and automation through to cyber security and business transformation. It is built around peer-led discussion and practical application, not product positioning.
That context matters.
Because the conversation in the room reflected exactly that – how AI is already being applied inside businesses, and how MSPs are helping clients turn it into something useful rather than theoretical.
For many businesses, AI is still seen as something distant or overly complex. Something to “look at later”. But the reality is very different. It is already being used to improve operations, support decision-making, and remove repetitive work across organisations of all sizes.
The question is no longer whether AI will be adopted. It is how it will be adopted in a way that actually creates value.
Our part of the discussion focused on two areas.
The first was internal use. How we are applying AI inside Start Tech to improve efficiency, reduce manual processes, and help our teams spend more time on meaningful work.
The second, and more important, was client adoption. How we help SMBs use AI in a way that is controlled, practical, and aligned to real business outcomes.
AI only creates value when it solves a real problem. Saves time. Reduces cost. Improves service. Anything outside of that quickly becomes noise.
That is why our focus is always the same. Start with the problem, not the technology.
The invitation to speak came directly from the work we are already delivering with clients. Real use cases. Real environments. Real outcomes being achieved today.
The session was also recognised with the Best Keynote award at the event. While the award was presented to the wider Pax8 team, it reflected a shared effort across everyone involved in the discussion.
But the recognition is not the point.
The important shift is that conversations around AI are moving away from hype and towards application. Away from what might be possible and towards what is already working.
That matters for SMBs. Because technology only becomes valuable when it is applied in a way that supports the business, protects time and improves how people work day to day.
AI is no different.
We will continue to focus on helping businesses adopt technology in a way that is practical, secure, and aligned to long-term outcomes. Not because it is new, but because it is useful.
