Training Non-Technical Staff with AI Inside an MSP

How AI Is Shaping MSP Skills, Sales Training and Everyday Life: Insights from James Allen

In this AI Focus episode, filmed at IT Nation Connect in Orlando, Brendan Ritchie speaks with James Allen, Chief Community Officer at Pia. Their conversation explores how MSPs are adopting AI in practical ways, how AI is improving team capability, and why the shift from fear to real-world application matters for Australian businesses navigating digital transformation.

Key takeaways

• AI adoption across MSPs has surged, moving from curiosity to widespread practical use.
• Tools like Pia allow non-technical staff to perform L1-level support tasks within minutes.
• AI dramatically improves capability and consistency across sales and support teams.
• Consumers and staff respond better to personalised, AI-enhanced content and experiences.
• ChatGPT and similar tools are becoming everyday utilities for planning, creativity and family life.
• MSPs now expect vendors to demonstrate real AI capability, not just branding.
• Hype remains an issue, making transparency and substance more important than ever.
• AI’s trajectory shows long-term relevance and tangible value, not a passing trend.

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The shift from AI uncertainty to practical application

James reflects on Pia’s early days, when AI still felt abstract for most managed service providers. When the platform launched three years earlier, much of the community was cautious. AI felt mystical and unpredictable, and many MSP owners weren’t sure whether it would help or hinder their teams.

That mindset has shifted dramatically. By IT Nation Connect 2025, more than half of the vendors at the event were positioning AI as a core part of their value proposition. MSPs are no longer asking whether AI matters. They are instead focused on how to apply it to service delivery, customer experience and profitability. This shift is particularly relevant for Australian organisations balancing rising costs, talent shortages and increased expectations for rapid service.

Training new staff faster with AI-driven workflows

One of the strongest insights James shares is how AI improves operational consistency. As a non-technical leader, he can train new sales staff and internal reps to use Pia within 20 minutes. Once they understand the workflows, they can perform tasks with the competence of traditional L1 help desk roles.

This creates several benefits for MSPs and their customers:

• New staff become productive sooner, reducing onboarding time.
• Customers receive faster and more consistent responses.
• Senior technicians can shift focus to projects and higher-value work.
• Support quality improves through standardised AI-assisted processes.

For Australian MSPs dealing with hiring challenges across remote regions, this kind of uplift is transformative. AI doesn’t replace people. It accelerates capability and removes repetitive work that holds teams back.

AI in everyday life: from travel planning to keeping kids excited

James also highlights how AI extends beyond business. ChatGPT is his preferred tool for day-to-day planning, including building family travel itineraries. He uses it to organise activities, structure travel days and present clear summaries for his family.

One example stands out. After preparing a clean itinerary for an upcoming holiday, he noticed his daughter wasn’t excited by it. A simple prompt asking ChatGPT to rewrite the itinerary in a fun, nine-year-old-friendly tone changed everything. The same schedule became a colourful, engaging story that captured her imagination.

This reflects a broader trend. AI is becoming an everyday personal assistant, not just a workplace tool. It helps with creative tasks, saves time on planning and provides a personalised touch that resonates with different audiences. For families and professionals juggling multiple responsibilities, this kind of utility is becoming indispensable.

How MSP attitudes toward AI have matured

James notes that MSPs are now far more comfortable with AI than when Pia first launched. Many were initially hesitant, uncertain how AI would fit into their service model. Some feared it would replace staff or disrupt established processes.

Three years later, the story is very different. MSPs are adopting AI to achieve:

• Faster ticket resolution through automated triage and support workflows.
• Better forecasting and analytics through automated data interpretation.
• Greater profitability through labour savings and improved SLA performance.
• Stronger customer experience through personalised communication.

This aligns closely with the Australian market, where MSP customers expect stronger cybersecurity, more proactive support and better visibility of their IT operations. AI gives service providers an opportunity to differentiate in a competitive landscape.

The downside: hype and over-branding

While James sees real value in the momentum surrounding AI, he also acknowledges a frustration many MSPs share. The term AI is being used everywhere, often without substance. Vendors sometimes promote AI capability where very little exists, and MSPs have become more discerning as a result.

James emphasises that MSPs are smart operators. They look past the marketing and evaluate whether the technology actually performs. Transparency is essential. Overstating capability harms trust and fuels scepticism.

This reinforces a key point for Australian business leaders evaluating solutions. The right AI tools should demonstrate measurable outcomes, not rely on brand recognition or broad claims. Decision-makers should expect clarity about how AI is used, where the data comes from and how results are generated.

Why this period in AI matters for MSPs and their customers

The discussion highlights a broader truth emerging across the industry. AI has moved beyond the early excitement phase and into real operational value. MSPs are using it to solve immediate problems, improve service and free talented people to focus on meaningful work.

James sees this as one of the most exciting elements of the current shift. Today’s tools don’t require deep technical knowledge. They are accessible and practical, enabling teams to quickly adopt new workflows and deliver stronger outcomes for their clients.

The challenges around hype and branding will persist, but the core value of AI is now proven. Forward-thinking MSPs, including many in Australia, are integrating AI into their service models and using it to compete more effectively in a crowded market.

Looking ahead

As Brendan wraps up the conversation, he highlights that more AI Focus interviews will continue to explore how leaders across the industry are applying these tools. The evolution of AI within the MSP community is still unfolding, but the direction is clear. The tools are becoming more capable, more accessible and more aligned to everyday business challenges.

For Australian MSPs and their clients, this period represents an opportunity to build smarter processes, optimise delivery and prepare teams for the next wave of digital capability.

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