Inside the Hacker’s Mind
The IT industry is entering a phase of radical reimagining, driven by several key new technologies, with Artificial Intelligence (AI) standing out among them. Today, AI is no longer just a futuristic concept; it is an engine of transformation that is redrawing business models and impacting revenue streams. Online ecosystems are facilitating the growing digital autonomy of clients. In this increasingly automated and competitive market, a new criterion for success is emerging: productivity, rather than raw revenue, will determine which Managed Service Providers (MSPs) thrive in the coming years.
These are just some of the hottest trends and conclusions that dominated the agenda of this year’s edition of MSP GLOBAL—one of the world’s most significant events in the fields of cybersecurity, IT services, and various other technological segments. In October, the PortAventura Convention Centre near the Spanish city of Tarragona became a focal point for digital transformation. Organized by the global leader in cybersecurity, Acronis, the forum brought together over 2,000 MSP sector representatives and more than 3,500 industry leaders, entrepreneurs, IT specialists, and journalists.
The official theme of the forum—“Grow Your Ecosystem”—emphasized connectivity, highlighting that future success cannot be achieved in isolation but requires strategic partnerships with providers and even former competitors.
The Key Message
The main takeaway from this year’s forum was that productivity is the new business engine. Acronis CEO Ezequiel Steiner opened the conference, noting that in an industry where nearly 80% of costs are labor-related, doubling productivity can lead to a fivefold increase in margins. Given that an average MSP technician manages about 250 endpoints with fairly low margins (around 7%), the only path to improving profitability is through automation and, of course, AI, which frees people from repetitive tasks. From the stage, Steiner presented the vision of the “AI-assisted technician,” where artificial intelligence acts as a “force multiplier, not a replacement”. The goal is for AI to take over routine processes, such as ticket management or resolving simple issues, while IT specialists focus on strategic security matters, innovation, and building customer relationships.
Acronis, which has been investing in AI since 2017, is expanding its roadmap to include hyper-automation and predictive maintenance. Speaking on security, Acronis Chief Information Security Officer (CISO) Gerald Beuchelt was firm that the skills gap in the sector is a structural problem for which automation is the only answer. The warning was clear: AI is already being used as a powerful weapon by cybercriminals to create highly personalized phishing attacks and automated breaches. Therefore, it is critical that AI also enters the arsenal of the “good guys”.
Ethical Hacking and Managed Intelligence
This year’s guest at MSP GLOBAL was legendary ethical hacking specialist Jesse Tuttle, known as the “Ethical Threat Actor”. He demonstrated that regardless of technological defenses, the human factor remains the most vulnerable point in corporate systems.
Another exciting topic, presented by Rob Rae of Pax8, was the transition to “managed intelligence” as the next major revenue source. Rae explained that MSPs must move from simply reselling technology to creating personalized, AI-driven workflows and agents. The SMB (Small and Medium Business) market has already surpassed that of large enterprises in terms of technology spending, making this the strongest window for growth the MSP segment has ever seen.
This necessitates a shift in pricing toward an outcome-based model. During the forum, Acronis Chief Sales Officer Katya Ivanova emphasized that regulatory compliance is also becoming a sales tool. As new laws mandate various security measures, MSPs can use compliance as a gateway to start security conversations with clients who were previously more reserved. Additionally, Acronis announced the launch of Acronis Academy Boot Camps in the coming year, which will train partners not just technically, but strategically—in areas such as marketing, sales, and regulatory compliance.
The Role of Mentorship
An exceptionally interesting and innovative panel was “Women in Tech,” which brought together successful female entrepreneurs and tech visionaries. They agreed that employees are the most important asset in the IT sector. Alona Geckler, Senior Vice President at Acronis, highlighted the critical role of mentorship in retaining and developing talent within a company—something that 43% of women already demand. The sector does not need new initiatives, but rather integrity and action, and men must be part of the solution.
More Than Just a Conference
MSP GLOBAL 2025 was not only a conference but a four-day festival filled with networking opportunities during parties and professional sessions in one of Europe’s most beautiful locations. Many were impressed by Acronis’s ability to build a community sharing similar views and a vision for the future of technology. This atmosphere of collaboration led business owners to share best practices and build partnerships—even with other MSPs they had recently considered competitors.
The message thousands of participants took home was unequivocal: AI in the daily workflow is no longer the future, and this change can significantly increase business opportunities. At the same time, while AI is a source of serious new threats, even in these times of automation, the weakest link remains the human interacting with the technology.
