The Race for AI Adoption in Professional Services
In today’s fast-paced digital landscape, professional services firms are recognizing the critical importance of artificial intelligence (AI) in driving efficiency and profitability. According to research from Certinia and Salesforce, organizations with unified technology platforms are significantly outperforming those that still rely on disconnected systems. This disparity highlights a compelling opportunity for firms looking to harness the full potential of AI.
Insights from the 2025 Global Service Dynamics Report
The 2025 Global Service Dynamics Report, based on a comprehensive survey of over 1,000 global services leaders, reveals a striking statistic: 83% of firms either currently use or plan to integrate agentic AI into their Professional Services Automation (PSA) software by 2026. While the enthusiasm for AI adoption is evident, the benefits aren’t universally shared across the sector. Notably, firms utilizing PSA tools for core functions like project management are 30% more likely to report profit margins exceeding 40%. This underscores the direct correlation between technology integration and financial performance.
Challenges in AI Implementation
However, the journey to AI adoption is not without its hurdles. Many firms face significant challenges when attempting to implement AI technologies. One-third of survey respondents mentioned internal skill gaps and compliance issues as primary obstacles. This raises an important question: How can organizations overcome these barriers to fully embrace AI’s transformative potential?
Despite a general consensus—61% of leaders agree that aligning sales, delivery, and customer success is fundamental to better outcomes—only 36% of teams actively collaborate across these functions. This disconnect not only impedes progress but also stifles innovation, demonstrating a need for coherent operational alignment and real-time visibility throughout the client lifecycle.
The Importance of Operational Alignment
Raju Malhotra, Chief Product and Technology Officer at Certinia, emphasizes the need for seamless visibility across the client engagement spectrum. According to him, “Having that seamless visibility, from initial client engagement through project execution and into ongoing success, is the new prerequisite for elite profitability and industry leadership.” This perspective sheds light on why successful AI implementation is less about technology per se and more about enhancing operational cohesion within organizations.
The Role of Unified Platforms
Alice Steinglass, Executive Vice President and General Manager of Salesforce Platform, underscores the significance of a unified AI-powered customer platform. She states, “When every service team draws from one connected customer view, from initial engagement to long-term value, AI can deliver its most transformative end-to-end service experiences.” As firms increasingly report dedicated customer success teams—an impressive 69% of organizations—there’s a clear shift toward AI-enhanced service models that prioritize integration and collaboration.
Guidance for Channel Partners
The research results offer channel partners valuable insights to steer client discussions. It becomes evident that organizations must integrate AI into broader strategies focusing on unifying client engagement and service delivery rather than treating AI as an isolated advancement.
Channel partners can play a crucial role in guiding firms toward tools that foster collaboration, automate tedious workflows, and prepare businesses for agent-driven AI. This involves aligning compliance processes, data integration, and operational strategies with unified platforms to yield measurable benefits not just in service quality, but also in profitability and enduring customer value.
The Cornerstone of Tech Stacks
For managed service providers (MSPs), PSA tools remain a cornerstone of their technological infrastructure. In this regard, exploring and adopting the best solutions available becomes imperative for firms aiming to harness the power of AI in their operations. Understanding which PSA tools align best with organizational objectives can turn challenges into opportunities and pave the way for enhanced efficiency and client satisfaction.
With the landscape constantly evolving, firms prepared to invest in both AI technologies and the operational frameworks that support them will inevitably rise to the forefront of their industries. This technological arms race underscores the critical nature of structure, alignment, and collaborative engagement in the age of AI.