INTELLIGENT BRANDS // Cloud
Opportunity for Microsoft partners to lead , with AI spending growing at 30 % into 2026
Artificial Intelligence , AI is quickly becoming the bedrock of innovation in modern business . Across the EMEA region , it drives efficiency , enhances productivity , and fosters creativity . Yet , for many organisations , particularly small and mediumsized businesses , SMBs , navigating the AI landscape feels like charting unknown territory . Microsoft partners are uniquely positioned to bridge this gap , transforming AI from an abstract concept into a practical tool for growth .
AI adoption has reached a tipping point . Studies reveal that 71 % of decision-makers across EMEA are already leveraging AI , experiencing an average return of $ 3.5 for every $ 1 invested . These benefits extend beyond financial gains , touching on improved productivity and more equitable workflows .
Looking ahead , the EMEA region is poised for explosive growth in AI adoption . Spending on AI is projected to grow at an annual rate of 29.7 % through 2026 , fuelled by advancements in cloud infrastructure and digital transformation .
For Microsoft partners , this represents an extraordinary opportunity to lead . Success will depend on their ability to combine technical expertise with a nuanced understanding of local market dynamics , ensuring that their solutions are both innovative and relevant .
AI is more than a technology ; it is a tool for transformation . For businesses across EMEA , it offers a pathway to compete and thrive in competitive and sometimes shrinking markets .
Microsoft partners are really poised to capitalise on these opportunities as they are uniquely equipped to guide clients through the complexities of AI adoption . By embracing this role , they can help shape a future where businesses of all sizes harness the
Michelle Themelis , Microsoft Business Lead , Westcon-Comstor Southern Africa full potential of AI , driving growth , innovation , and prosperity across the region .
For SMBs , which often lack the resources of their larger counterparts , AI levels the playing field by enabling sophisticated capabilities once reserved for the elite . It becomes a game-changer , empowering agile businesses to innovate and thrive .
The EMEA region is a mosaic of economic and cultural diversity , each market presenting unique challenges and opportunities . European businesses are adopting AI with a focus on regulatory compliance and operational sustainability , underpinned by frameworks such as the AI Act .
In the Middle East , national visions like Saudi Arabia ’ s Vision 2030 are accelerating AI adoption , particularly in areas such as smart cities and fintech . Africa , meanwhile , offers compelling examples of AI addressing critical societal challenges , from financial inclusion to healthcare accessibility .
Amid this diversity , Microsoft partners must adopt a tailored approach . Success hinges on delivering AI solutions that resonate with local needs , whether enhancing operational efficiency in Europe , supporting ambitious digital transformation projects in the Middle East , or fostering inclusive growth in African markets . This adaptability is a competitive advantage and a modern business requirement for a region as dynamic as EMEA .
Despite AI ’ s promise , many small and medium-sized companies approach adoption with caution . Concerns about cost , complexity , and workforce disruption often dominate initial conversations . The role of Microsoft partners is to demystify AI , offering clear and accessible pathways . p
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