PRESENTATION

From AI to MRR: the journey from MSP to MIP

AI is already inside your clients' businesses - ungoverned, unmanaged, and outside your contract. The question isn't whether to engage with it, but whether you'll own it before someone else does. In this session, Hilton McCall, Channel Director UK & EMEA at Goodweek, breaks down the shift from MSP to MIP (Managed Intelligence Provider) - and how forward-thinking MSPs are turning their clients' AI chaos into structured, recurring revenue today.

Hilton McCall

Goodweek

Hilton McCall is Channel Director UK & EMEA at Goodweek, where he builds and scales MSP partner ecosystems across the UK and EMEA markets.With a background in enterprise sales and channel GTM, Hilton specialises in opening markets for technology companies, turning complex value propositions into commercial traction and activating partner networks. He has worked across the UK, Europe, the Middle East and South Africa, with deep experience in how MSPs buy, what they care about and how vendor-partner relationships actually work in practice.At Goodweek, Hilton leads the UK & EMEA MSP channel motion, working with MSP leaders to deliver governed AI management to their client base at a time when ungoverned AI usage in business has become one of the most pressing risks in managed services. Effectively helping MSPs make the move to MIP (Managed intelligence provider)