Dell issues an AI wake-up call to MSPs: Get moving or get left behind

Dell Technologies used the second day of its flagship conference this week to deliver a clear and urgent message to managed service providers (MSPs): Artificial intelligence is no longer optional. It’s not just changing the game. It is the game.

“This is the most disruptive technology that I’ve seen in my career,” said Jeff Clarke, Dell’s vice chairman and COO, during the Day 2 keynote at Dell Technologies World 2025. “The threat is existential if you don’t respond.”

The warning wasn’t just philosophical. Dell backed it with numbers, products, and a roadmap, all designed to give MSPs and partners the tools to capitalize on AI’s explosive growth. At the heart of the pitch: AI infrastructure is fragmenting and moving closer to where data lives. MSPs must follow.

Clarke emphasized the dramatic rise in AI model demands, calling attention to a staggering stat. By 2028, models will generate 35,000 trillion tokens annually, up from 25 trillion in 2024. The need for compute is growing exponentially, and so is the opportunity.

Dell showcased its internal GenAI-powered support assistant as proof that on-prem AI works. Running on a single rack without extra power or cooling, it delivered faster case resolutions, fewer truck rolls, and improved customer satisfaction. You get a return on investment in under three months.

Disaggregated AI infrastructure is Dell’s new frontier

Dell is betting big on modular, hybrid AI architectures. Arthur Lewis, president of Dell’s Infrastructure Solutions Group, introduced new components of the “Dell AI Factory,” including Project Lightning, the Dell AI Data Platform, and Dell Private Cloud. The latter is built to deploy validated stacks in 90% fewer steps.

“Enterprise-grade AI isn’t just for hyperscalers anymore,” said Lewis. “MSPs can now deliver private AI in a server closet or scale it across the edge.”

The Private Cloud solution, with support for Nutanix, Broadcom, and Red Hat, targets SMB customers who need AI performance without cloud dependencies. For partners, this translates into a new generation of managed AI services, delivered locally and at scale.

The Edge isn’t optional

Sam Burd, president of Dell’s Client Solutions Group, emphasized the decentralization of AI. Dell is prioritizing infrastructure that brings AI “to the data”, whether in IoT devices, PCs, or local racks. They estimate that 75% of data will soon be generated at the edge

“The PC is the ultimate edge device,” said Burd, forecasting 2 billion AI-enabled PCs by 2030. Dell urged partners to prepare for the Windows 10 end-of-life by refreshing client hardware with AI-ready systems.

A call to action

Throughout the keynote, Dell framed the opportunity and the urgency in stark terms. The technology is ready, customers are ready, and the winners will be those who act first.

“If you haven’t started, you’re behind,” Clarke said. “And if you’re not moving fast enough, you’re behind.”