SuperOps SuperSummit 2025: Learn How to Use AI to Supercharge your Growth
The 2025 SuperOps SuperSummit took place in Manchester at the Hotel FootBall on 6 May. A full-day, free event for MSPs (managed service providers) and IT professionals with a sole focus – Superpowering your MSP growth with AI.
If you missed the event, or didn’t catch all of the presentations, worry not! Team Tubb has been working hard behind the scenes to quickly compile a round-up with the key takeaways from the day.
Arvind Parthiban: The AI Inflection PointSuperOps’ co-founder and CEO, Arvind Parthiban, opened up the day with a keynote about how the industry is at a critical moment. While ‘inflection points’ have appeared before, such as with the arrival of automation, cloud, and even the internet itself, this time nobody knows everything when it comes to AI.
Yes, ChatGPT and the like help with software building, but that has led, says Arvind, to ‘scrap software.’ In in the tech space, there’s a tendency to go all in on new tools, but if AI isn’t saving you money or making you money, why are you using it?
So, be clear-eyed and review each of your operations by complexity, personnel and task, and be honest about where AI is going to be help, and where it’s going to be a hindrance. Remember – it’s there to be an asset, not replace you.
Damo Vasudevan: A Practical Guide to AI-Driven AutomationSuperOps’ Product Executive, Damo Vasudevan, gave a talk on how to use AI to effectively deal with the typical challenges that MSPs face in their daily work. That included things like service delivery and operational efficiency. He outlined a four-pillar approach:
Intelligent agent careContext-based decision-makingSemi-autonomous interactionOngoing tuningWhen you’re new to using AI in your MSP, start by solving one pain point at a time. That way, you can learn how it can help you and develop a cohesive process for your business.
Some areas where AI can help include identifying clients at risk, technician coaching and ticketing. Damo also demonstrated an ‘AI command centre’ which pulled together data from a range of tools to give a single pane of glass overview.
Mark Copeman, owner of Wingman MSP Marketing, took to the stage to talk about the pros and cons of using AI in business. He gave a demonstration of where AI failed when tasked with writing a cold email, using this as an example of why you still have to review and update its output.
As Mark says, “AI isn’t a replacement for human connection; it’s a tool to enhance it.” In that light, he cautioned against an overreliance on AI and instead use it for help – with ideas, content suggestions and structure of blogs and other online comms.
Where AI comes into its own is in content repurposing, because it’s great at summarising posts, as well as editing audio and video to create snippets. But anything it produces always needs to be reviewed to ensure the right tone of voice to fit your brand. It can’t do empathy, context or client understanding.
Panel Session: The MSP EvolutionThis panel addressed the question of how managed service providers are evolving to meet the changing demands of clients and the IT landscape. The speakers agreed that the MSPs who are most likely to succeed are changing their mindset to one of business outcomes, because clients don’t want servers; they want solutions that fuel growth.
They also felt that a good way to differentiate and stand out is through exceptional customer service. Your MSP clients are used to easy-to-use apps in their day-to-day lives, and expect the same from their IT partner. Alongside that, offer them recurring services to increase the predictable income in your business.
And despite the popularity of AI, the panellists sounded a note of caution around the human touch. Yes, AI can help with automation and efficiency, but your clients want to know that there’s a person behind the services. Another way to do that is through strategic partnerships and showing a real understanding of your clients’ goals.
Panel Session: Driving Excellence
How can SMBs make excellence a priority across the board? The panellists for this session offered strategies from their own experiences on how to drive growth and success while ensuring resilience, a strong company culture and an empowered, committed team.
Indeed, the main focus was on the people, with the advice to support employees, to clearly set expectations with them, to give them autonomy and accountability, rather than assigning blame when things go wrong. Wherever possible, align tasks to the company’s core values, too.
With recruitment and retention of tech talent still being an issue for businesses, the panellists agreed that the finding and onboarding the right people was essential to an organisation’s success. Technology should be used to support teams and processes, rather than the other way around.
Adam Morris: MSP FinancialsAre you clear about your MSP’s financial situation? Adam Morris, co-founder of the MSP Finance Team, told the audience that many owners avoid the topic, leading to them undercharging for their services and overworking themselves as a result.
The answer? Practical financial modelling. Onstage, Adam was able to demonstrate how even a small price increase can make a difference. He showed that a 10% rise can lead to a 33% profit boost. But offering a discount of 10% could mean 50% more volume just to break even.
You don’t have to hit burnout, you just need to know your financials, Adam says. Be clear on your gross margins per engineer and product and build a premium value proposition that aligns with your ideal client. As with previous speakers, Adam also emphasised focusing on the client’s business outcomes rather than just offering tech support.
At the end of the event, Pascal Fintoni and I spoke to Team Tubb Ops Manager, Lenka Koppova. We recorded a Travelogue podcast episode, sharing just some of our highlights from an amazing day.
We were also joined by a special guest, Kimmah Lewis, the CMO at SuperOps, who shared how she and her team put together the event.
So, have a listen to the Travelogue: SuperOps SuperSummit 2025 to find out more!
AI is here to stay, and your MSP clients are going to be looking to you for support and expert guidance. So now is the time for you to learn as much as you can about how to use it for automation, efficiency and growth. Stay ahead of the latest trends, avoid the pitfalls and guide your clients to use AI wisely.
Were you at the SuperOps SuperSummit? What are your thoughts? And if you’re using AI, either in your own MSP or for your clients, let us know in the comments. We’d love to know how you’re finding it!
