Using AI to Improve Sales

AI Focus: How AI Is Changing Sales Preparation and Trust for MSPs

Recorded at the IT Nation Connect Global Conference in Orlando, this episode of AI Focus sees Brendan Ritchie sit down with Nathanaelle Denechere from Mizo to unpack how AI is being used in real-world MSP sales conversations. The discussion moves beyond hype and into practical application, covering how AI summaries are transforming sales preparation, why education is critical to adoption, and what MSPs must do to build trust with customers in an AI-driven landscape.

Key takeaways

• AI-powered summaries are becoming a critical tool for sales preparation in MSP businesses.
• Access to historical customer data helps sales teams have more relevant and confident conversations.
• AI reduces time spent searching through emails, tickets, and CRM systems.
• Education is the biggest factor in successful AI adoption across MSPs.
• Fear around job security and customer trust remains a major barrier to AI uptake.
• Not all AI capabilities are mature, and MSPs must be realistic about what AI can and cannot do.
• Exposure to practical AI use cases helps MSPs move from fear to experimentation.
• Conversations like AI Focus play a key role in normalising AI across the channel.

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AI Focus at IT Nation Connect

AI Focus is a conversation series created by Brendan Ritchie, filmed on location at major industry events like IT Nation Connect Global. The goal is simple. Cut through the noise and talk to people actually using AI in their day-to-day roles. Rather than theoretical discussions, each episode focuses on tools, workflows, and lessons MSPs can apply immediately.

At IT Nation Connect, the conversations take on added relevance. MSPs from around the world gather to share ideas, challenges, and opportunities. AI is front and centre, but the maturity level varies significantly. Some businesses are deep into automation and AI-driven workflows. Others are still trying to understand where to start.

This episode reflects that reality. It highlights both the promise of AI and the genuine concerns many MSPs still have.

Meet Nathanaelle Denechere from Mizo

Nathanaelle Denechere plays a broad role at Mizo, covering sales, customer success, and marketing. Mizo provides AI agents designed specifically for MSPs, with a focus on improving efficiency and decision-making without adding unnecessary complexity.

Because Nathanaelle sits across multiple functions, her perspective is particularly valuable. She sees firsthand how AI impacts internal teams and customer interactions. Her insights reflect the practical realities MSPs face when trying to adopt AI responsibly.

Using AI to Transform Sales Preparation

When asked about her favourite AI tool, Nathanaelle did not hesitate. As someone responsible for sales, her focus is on preparation and context. AI tools that surface historical data about a prospect or customer allow her to walk into meetings informed and confident.

Instead of manually reviewing emails, tickets, and notes, AI can summarise key information in seconds. This includes previous interactions, known challenges, and open opportunities. The result is a clearer understanding of the relationship before the conversation even starts.

For MSP sales teams, this has significant implications:

• Less time spent on admin and research.
• More relevant conversations with prospects and customers.
• Improved consistency across sales interactions.
• Reduced reliance on tribal knowledge held by individuals.

This approach aligns closely with how high-performing MSPs in Australia are rethinking sales. Preparation is no longer about volume. It is about relevance, timing, and trust.

Why AI Summaries Matter for MSPs

Brendan reinforces the value of AI summaries from a leadership perspective. As a sales manager, understanding account health quickly is critical. AI removes friction by surfacing what is working, what is not, and what the next steps should be.

For MSPs managing dozens or hundreds of clients, this capability scales decision-making. Leaders can step into accounts without relying on second-hand updates or fragmented systems.

In practical terms, AI summaries help MSPs:

• Spot risks earlier.
• Identify upsell and cross-sell opportunities.
• Improve handovers between sales, service, and account management.
• Maintain continuity during staff changes.

This is especially relevant in the Australian MSP market, where lean teams and high customer expectations are the norm.

The Education Gap in AI Adoption

When the conversation turns to the broader AI landscape, Nathanaelle highlights education as the defining challenge. Many people still do not understand what AI can realistically do today. Just as importantly, they do not understand what it cannot do.

This lack of clarity creates hesitation. Some MSPs expect too much and are disappointed. Others avoid AI entirely due to uncertainty.

Effective education helps set realistic expectations:

• AI is not a replacement for human judgement.
• Some use cases are mature, others are still emerging.
• Governance and oversight remain essential.

Without this foundation, AI initiatives struggle to gain traction.

Fear, Trust, and Job Security

Another major theme is fear. Nathanaelle notes that many people worry about losing their jobs or losing customer trust as AI becomes more visible. These concerns are not irrational. Poorly implemented AI can damage relationships and create operational risk.

For MSPs, trust is everything. Customers expect transparency, security, and accountability. Introducing AI without clear communication can undermine confidence.

This is why responsible adoption matters. MSPs must be able to explain:

• Why AI is being used.
• How data is handled and protected.
• Where human oversight remains in place.

When handled correctly, AI strengthens trust rather than eroding it.

Exposure Drives Confidence

Brendan reflects on the role of conversations like AI Focus. Many MSPs simply have not been exposed to practical AI examples. Without real-world context, AI feels abstract and intimidating.

By showcasing how peers are using AI today, fear gives way to curiosity. MSPs begin to see opportunities rather than threats.

This exposure is often the catalyst for experimentation, which in turn leads to meaningful outcomes.

What This Means for Australian MSPs

For Australian MSPs, the lessons from this episode are clear. AI adoption is not about chasing trends. It is about solving specific problems in a controlled and transparent way.

Starting points might include:

• Using AI summaries to improve sales preparation.
• Reducing manual effort in account reviews.
• Improving internal visibility across teams.

From there, MSPs can build confidence and expand into more advanced use cases.

Continuing the AI Focus Conversation

This episode closes with a reminder that AI adoption is a journey. Education, trust, and exposure all play a role. By learning from peers and focusing on practical value, MSPs can move forward with confidence.

The AI Focus series continues to highlight voices from across the industry, helping MSPs make informed decisions about AI and automation.

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