Sage predicts trust & agentic AI will reshape channel

Sage executive Gretchen O'Hara has forecast that trust and deeper collaboration around so‑called agentic artificial intelligence will shape which channel partners grow and retain customers by 2026.

O'Hara, EVP of Business Development and Strategic Partnerships at Sage, said the structure and behaviour of technology ecosystems will matter more than the volume of partnerships on paper. She highlighted the role of value-added resellers, independent software vendors, managed service providers, accountants, advisers and systems integrators in influencing more than half of Sage's revenue.

She said this network already acts as a key point of customer trust. She described it as a differentiator in a market that is shifting under the influence of cloud, data and AI.

"Throughout my career, technology has constantly reshaped how partnerships operate, but one truth remains: strong ecosystems outperform everything else. And Sage's ecosystem is one of our greatest advantages, spanning VARs, ISVs, MSPs, accountants, advisors, and Sis, who influence more than half of our revenue and are deeply trusted by customers. That breadth and depth is a genuine differentiator in the market and a core part of how we win together," said O'Hara, EVP of Business Development and Strategic Partnerships, Sage.

O'Hara referred to recent conversations with partners at Sage events in Barcelona and Orlando. She said partners raised similar themes around customer trust, modernisation and profitable growth.

She said those discussions underlined the momentum in Sage's existing ecosystem. She linked that to the scale of the opportunity as cloud, data and AI change expectations for software and services.

Beyond tick boxes

O'Hara said channel success in 2026 will depend less on the number of logos in a partner roster and more on how those partners combine to create outcomes. She drew a contrast between checklist-driven programmes and what she described as "shared ambition".

Her comments reflect a broader shift in vendor-partner relations in the cloud era. Vendors are placing more emphasis on joint development, vertical solutions and data-sharing rather than traditional resale models.

O'Hara said agentic AI will create fresh routes for partners to build and extend services. She said the underlying human and organisational relationships will remain decisive.

"In 2026, success will not be defined by how many partners a company has, but by how deeply those partnerships create value together. The next era of partnering will move beyond checklists and certifications toward shared ambition, where collaboration fuels innovation that benefits everyone - partners, customers, and communities," said O'Hara.

She said agentic AI would change how partners innovate but would not remove the need for alignment around goals. She said the most resilient ecosystems will rest on openness and mutual support.

"Agentic AI will open new ways for partners to build, extend, and innovate, but it is the ideas and relationships behind the technology that will make the difference. The strongest ecosystems will be those built on openness, trust, and a commitment to helping one another grow," said O'Hara.

She said channel players will move away from compliance-led partnerships. She forecast a greater focus on co‑creating products and services for specific customer needs.

"Partnership will no longer be about ticking a box. It will be about unlocking what is possible when the right people come together to build for the future," said O'Hara.

Trust as currency

O'Hara said the spread of AI into everyday customer solutions will place trust at the centre of channel decisions. She said customers will scrutinise how partners explain AI outcomes and safeguard information.

The rise of regulation and guidance around AI use is already pushing vendors and partners to review data handling policies, transparency measures and audit practices. O'Hara's comments indicate that Sage expects customers to probe these issues as part of buying and renewal cycles.

"As AI becomes embedded in more customer solutions, trust will matter more than ever - it will become the true currency of partnership. Customers will expect partners who can explain outcomes, protect data, and use AI responsibly," said O'Hara.

She said the strongest partnerships will rely on open data and insight sharing across ecosystems. She linked this model with shared accountability for results.

"The strongest partnerships will be built on openness, sharing data, insights, and accountability across the ecosystem so that everyone succeeds together. Trust is not built overnight. It comes from a shared purpose, consistency, and transparency - the qualities that turn collaboration into long-term value. Partners who embody these traits will not only earn confidence from customers but deliver greater results across every relationship," said O'Hara.

She said the test of these principles will come through customer choice. She expects end‑users to make long‑term decisions based on perceived honesty and reliability as much as on product features or cost.

"In 2026, trust will define who customers choose to work with, and who they choose to stay with," said O'Hara.