CEO MONTHLY / SEPTEMBER 2025 11 AI Forward - Reimagining Managed Services for a New Era On a journey defined by boundless innovation, unparalleled understanding of client needs, and fearless leadership through change and from Sota’s perspective, CEO of Sota Solutions Limited Ben Smoker shared: “This is absolutely the path we’ve been on at Sota.” We hear much more from Ben as he explains below. Being awarded Most Influential CEO 2025 – IT Managed Services (UK) is a fantastic honour and, coming after the spectacular news that Sota has been included in the Channel Partners MSP501 list of top MSP’s in the world at position 160 and number 10 in the UK, it is an incredible validation of the direction we’ve taken as a company. But accolades are never the destination. Arguably one of the most exciting changes we’re seeing today is the rise of what Microsoft recently described as “Frontier First” firms - businesses that are embracing AI’s revolutionary potential for transforming how they do business. These aren’t organisations just experimenting with ChatGPT or plugging in a Copilot license. They are building a future in which AI is not snapped onto products, it is baked in. That couldn’t be more the case for Sota’s belief and approach. From Frontier to Foundation Microsoft’s post lists the four levers that frontier firms focus on: Data maturity, Digital infrastructure, Talent capability and an Innovation-first mindset. At Sota, we consider these to be interconnected levers that must be pulled in sync. The companies that will win in the next five years won’t be those that just chase the shiniest tools, but those that have the discipline to simplify, structure, and solve at a foundational level. Genuine digital transformation doesn’t start with a product; it starts with a problem, and the solution is not always glamourous. Sometimes it’s identifying a bottleneck between your CRM and your ticketing system or automating some repetitive tasks that are a burden on staff time. Efficiency at scale arises from solving these granular inefficiencies, rather than from simply adopting the latest AI tools. AI First vs AI Forward There is an emerging narrative about being “AI first”. It’s catchy, but also risky. AI first means the driver of the decision making is AI, even before the business problem is defined. That’s not strategy, that’s reaction. I’m far from being the first to say it, but I subscribe to the notion of AI forward. That means leading with intelligence, not just artificial intelligence. It is about decisively progressing toward a future in which AI extends and amplifies value but not trading off operational clarity, security or human-centric thinking. AI forward means asking better questions before prematurely moving to implement answers. The harsh reality, as we all know, is that just throwing a bunch of algorithms at a problem won’t get you far. We’re already seeing companies make expensive mistakes as they rush to implement AI tools with no clear plan. Misaligned systems, lack of governance and unclear outcomes turn what should be a strategic leap to a tactical nightmare. For more on this, I would suggest listening to Tim Bond’s podcast (episode 69) called “AI-first”. Treating Ourselves as Customer Zero At Sota, we have committed to getting this right. Our own Digital Transformation team, has approached AI not just a service offering but a model that is being lived, breathed and implemented within our very own organisation, we became customer zero. Every AI initiative that we pitch can therefore be considered as first tested, refined, and proven within our walls. This blueprint isn’t theoretical; it’s operational. This internal transformation allows us to walk into client conversations not with a list of features, but with real-world outcomes. In essence then we are not selling the dream, we are sharing the reality! Building for the Future Our industry is at a crossroads. The path forward is not about how many AI tools you can license, or how many headlines you can generate. It’s about providing real, tangible value through smarter operations, better integration, and tireless focus on solving the right problems, in the right order. I’m proud to wrap up with a statement that Sota isn’t just chasing the frontier – we are helping shape it! We want to get behind organisations that are finished with chasing hype and want to start building with purpose. That is what it means to be AI forward. Contact Details: Contact: Ben Smoker Company: Sota Solutions Limited Website: https://sota.co.uk/ AIM-Jul25270
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