With artificial intelligence pushing traditional IT infrastructure limits, it creates challenges for data centres – but resellers can help businesses to overcome theses, says Martin Ryder, channel sales director, Northern Europe at Vertiv
Artificial intelligence (AI) is pushing IT infrastructure beyond its traditional limits, presenting new challenges for the businesses that rely on data centres. For those in the channel, this shift creates opportunities to not only offer more sophisticated solutions but to become strategic advisors in AI adoption.
The focus now is on delivering scalable, efficient infrastructure that supports the massive workloads of AI, while helping clients navigate the complexities of this emerging technology.
Success in the AI era will require more than just selling products or services, it’s about designing comprehensive strategies that address cooling, energy efficiency and planning for the future. Partners, resellers and operators have a crucial role in transforming data centres to meet AI’s demands and shape how businesses move forward, offering critical support in adapting to this new landscape.
Delivering scalable infrastructure
AI workloads are demanding, pushing the limits of traditional data centres. Clients are no longer just looking for incremental improvements, they need infrastructure that can handle high-density environments and rapidly evolving technologies. That means moving beyond simple upgrades to providing future-ready, comprehensive solutions.
Businesses need to plan, particularly when it comes to managing the demands of AI. To support this, channel partners can help implement scalable solutions that are designed to grow as AI workloads increase. This may include integrating high-density racks and advanced cooling systems that go beyond the capabilities of legacy infrastructures.
Rather than focusing on short-term fixes, the goal is to build long-term solutions that can scale with AI’s rapid evolution. By enabling businesses to prepare for the next phase of AI, partners in the channel can not only meet current demands but set up their clients for continued growth.
Managing the power demands of AI
As AI applications grow, the power needed to support them is also increasing. This creates a significant challenge for data centres that are not equipped to handle such high levels of energy consumption. However, the need to balance AI’s power demands with sustainability and cost-efficiency is a priority.
In response, innovative power management strategies are critical. Businesses are now looking for partners that can provide energy-efficient solutions and guide them toward integrating alternative energy sources where possible. AI-driven optimisation tools, which help manage energy consumption and reduce costs, are a key part of these strategies.
With energy costs and environmental regulations becoming more stringent, businesses need guidance on how to remain competitive while meeting their sustainability goals. Businesses are looking for partners that can provide critical support in developing power management solutions that strike the balance between operational efficiency and environmental responsibility, helping to provide infrastructure that can scale without excessive cost or negative ecological impact.
Overcoming cooling challenges
Cooling is another major hurdle as AI drives higher heat generation in data centres. Traditional air cooling systems are often insufficient for managing the heat produced by high-density environments, which can lead to inefficiencies and system failures if not properly addressed. Advanced cooling systems, such as liquid or immersion cooling, are becoming increasingly vital, alongside air cooling, to support AI workloads.
Instead of relying solely on air-cooling methods, businesses need access to modern cooling solutions that are efficient and more sustainable. Organisations that can offer these advanced cooling technologies can make a real difference in helping clients maintain operational stability.
Seamless integration
One of the biggest challenges businesses face when adopting AI is the need to integrate new technologies with their existing infrastructure. Many organisations have invested heavily in legacy systems, and the thought of overhauling everything to support AI can seem daunting. This is where expertise in blending existing and new technologies becomes essential.
Channel partners play a crucial role in helping clients to retrofit their data centres with AI-ready infrastructure while maximising the value of existing investments. This means understanding the technical intricacies of combining older systems with the latest solutions and enabling everything to function smoothly together.
Offering flexible, adaptable infrastructure is the key to helping businesses transition to AI without unnecessary disruption and expense. By taking a holistic approach, partners can deliver customised solutions that enhance performance, rather than creating inefficiencies through over-provisioning or wasted capacity.
Innovating for the future
With AI driving unprecedented demand for advanced infrastructure, now is the time for businesses to innovate. But innovation comes with risks. It’s important for businesses to make smart, calculated decisions when adopting new technologies whether that’s liquid cooling, AI-powered infrastructure management tools or energy-efficient systems.
This means that businesses need trusted partners more than ever that can guide clients through these risks and help them to make informed choices that set them up for long-term success. Early adopters will have a competitive edge, and those who can offer the technical expertise to implement them will build lasting relationships.
Embracing this role means that businesses can confidently move forward, knowing they are supported by experts who can navigate the risks and rewards of AI infrastructure transformation.
Building strong support networks
With AI workloads continuing to grow, the need for reliable maintenance and support services has never been more important. Enabling uptime and operational stability is critical, especially as businesses become more reliant on AI-driven applications. The channel’s role in providing robust support networks that can handle the complexities of AI infrastructure is essential.
Building these support networks involves delivering excellent service and partnering with trusted vendors with broad best-of-breed portfolios that can provide the technical expertise necessary to maintain high-performance systems. Clients need the reassurance that, as their AI workloads evolve, they will have access to timely and effective knowledge and support.
Offering comprehensive service agreements, maintenance plans and access to a wide network of support will help businesses avoid costly downtime and enable operational continuity. The channel can differentiate itself by providing these long-term solutions, helping businesses thrive in a rapidly changing environment.
Ultimately, those partners that can help clients navigate the challenges of AI infrastructure will not only strengthen their own market position but also drive the success of the businesses they support. As AI continues to evolve, the channel’s role in shaping the future of data centres has never been more crucial.
