NFON AG, a leading European provider of integrated business communications with a focus on AI-based applications, has released a new study examining the role of artificial intelligence in business communications.

The findings reveal a clear shift in the market: business customers are increasingly driving demand for AI, while resellers are expanding their portfolios accordingly.

For the study AI in Communications: The Turning Point, 150 UK resellers were surveyed on market trends and customer requirements related to AI-enabled communication solutions.

Resellers See Strong Customer Demand For AI

The results point to a clear development: business customers are increasingly driving demand for AI in business communications and are approaching resellers with concrete requirements. More than a third of resellers (37%) report that customers are already requesting specific capabilities such as automation, analytics or compliance features.

At the same time, the research suggests that the market may be further ahead than many partners assume. Only 16% of resellers believe that customers are not yet ready for AI, meaning that around 84% see businesses as already ready or actively exploring AI applications. Alexander Wettjen, Executive Vice President Sales & Marketing at NFON AG, confirms this from his own experience:

“The AI hype is over. We are now entering the phase of practical use. Resellers and businesses expect tangible benefits such as measurable efficiency gains through automation. This presents a major opportunity for resellers: those who integrate AI early into their solutions and demonstrate clear use cases can deliver real value to customers and clearly differentiate themselves in the market.”

This development shows that the channel is responding with growing readiness and momentum, recognising the need to position AI as an integral part of modern business communications.

Significant Growth Potential For Resellers

Against this backdrop, the channel is clearly moving towards deeper integration of AI within existing communication solutions. As a result, AI is gaining significant momentum across the partner ecosystem. Overall, 66% of resellers plan to expand their AI capabilities within the next twelve months. The majority of resellers intend to actively add AI solutions to their portfolios within the coming year:

• 29% within the next six months
• A further 37% within the next six to twelve months
• A smaller share of the market (23%) is still taking a more cautious evaluation approach

This represents significant growth potential for resellers. Those who integrate AI into their solutions early can unlock new application areas and clearly position themselves within the competitive landscape. The findings also show that AI is increasingly viewed as a tool to enhance existing business processes rather than as a standalone technology.

• 64% expect improved efficiency and productivity
• 61% expect better customer experience and insights
• 41% expect gradual integration of AI into standard platforms
• Only 2% expect no impact from AI

Trust And Security Remain Key Factors

Trust and security remain critical considerations within the channel. Resellers report that businesses prioritise security, integration and transparency when adopting AI solutions.

Companies are therefore primarily looking for practical and trustworthy AI solutions. The most important factors cited by resellers include:

• Data security, privacy and compliance (55%)
• Implementation and integration concerns (37%)
• Honesty about AI limitations (37%)

The AI Shift In Business Communication Has Begun

The study clearly indicates that the market for AI in business communications has entered a new phase. Business customers are actively driving demand, while resellers are expanding their offerings in response. At the same time, AI is increasingly being understood as an integral component of modern communication platforms. Vendors and partners that focus on practical use cases, strong security and measurable value will play a decisive role in determining how quickly AI becomes embedded in enterprise communications. Alexander Wettjen adds:

“The partner landscape in the UK clearly shows that the threshold from vision to operational reality has been crossed. For resellers, this means one thing above all: those who consistently integrate AI into their solutions can sustainably evolve their business models and successfully position themselves for the future.”

Download the study AI in Communications: The Turning Point.