India, April 14 -- Something very fundamental is changing in the IT channel, but it is not happening loudly. There is no single announcement, no single launch moment, and no visible disruption event. Yet, the shift is deep and structural. The channel is moving from product movement to problem-solving. From supply efficiency to business impact. From transactions to outcomes.

For decades, the channel ecosystem worked on a predictable structure. Vendors supplied products. Distributors ensured availability. Partners enabled reach. Revenue depended on margins. Growth depended on volume. Relationships were built on pricing, fulfilment, and inventory efficiency. AI is quietly changing that equation.

Customer conversations are no longer centred...