The “big three” hyperscalers, Amazon Web Services (AWS), Microsoft, and Google Cloud, have been especially active over the past 12 months, operating both as suppliers of in-demand data center capacity for AI model developers and as builders of their own models, services, and tools.
While each has historically leaned into distinct strengths and target markets, they have now converged around AI-led growth in 2026.
Those differences have not disappeared entirely, however, and remain visible in how each product is packaged and the extent to which they position themselves as collaborators or direct competitors.
Microsoft packages AI, identity, and security together
Microsoft appears to be focused on building an all-in-one platform for AI services, recently introducing Copilot Cowork and 365 E7.
The integrated stack from Microsoft includes identity, compliance, and threat protection as part of M365 E7, reducing friction at the procurement stage.
For partners, this simplifies the sales motion and can increase deal size, but it may also compress margins if more of the customer spend is captured directly through Microsoft’s bundled software.
Some partners are already beginning to build AI offerings into their portfolios, including Spyglass MTG’s Microsoft-focused approach.
In practice, partners are expected to provide customers with more security controls at an earlier stage of the deal than before. This could thin the market if smaller operators are unable to keep pace with the higher requirements.
Google Cloud emphasizes localized, partner-led AI deployments
Google Cloud is taking a more partner-led approach, expanding partner capacity and reducing regional barriers so customers can scale AI deployments globally through more localized services. Partners are especially rewarded if they can tie deployments to Gemini, its AI model.
The company also recently announced a $750M fund to enable partners to build and deploy agentic AI systems at scale.
“As a long time Google Cloud Partner for nearly 20 years, we’re deeply embedded in their programs, and this $750 million commitment gives partners like us even more firepower to help businesses move faster on their AI initiatives,” Promevo CTO John Pettit told Channel Insider.
Google’s localized compliance capabilities could enable partners to better provide services in highly regulated environments, such as Europe, while also allowing customers to silo data and work globally while meeting regional requirements.
Similar to Microsoft, however, these opportunities may be difficult for smaller partners to compete for.
AWS prioritizes repeatable AI solutions and partner-led services
AWS is looking for partners that can provide repeatable solutions to customers, with incentives strongly aligned with those that scale AI deployments quickly on its platform.
Brian Bohan, director and global lead of the AWS Consulting Center of Excellence, recently discussed with Channel Insider milestone-based progression and service-led revenue.
“With AI, everything’s changing all over again, and it’s putting even more focus on being able to show up and have a real compelling value proposition to line of business leaders, who are now at the decision-making table in ways they never were,” Bohan said.
AWS is reinforcing security at the qualification layer, which, like Google Cloud and Microsoft, increases the demands hyperscalers place on partners from the outset. If a partner is unable to demonstrate governance and resilience, there may be fewer opportunities for them in the future.
Channel outlook: what MSPs, resellers, and integrators need to know
All three vendors are deeply embedded in the AI ecosystem, which has become the primary growth engine for the data center market.
With the rapid growth of AI, new risks around data, identity, and governance have emerged in the data center market, making security a key pillar of any deployment strategy.
Friction is emerging as hyperscalers push more partners and organizations to integrate AI, while also warning of the risks if it is adopted without sufficient controls.
Regulators such as the EU are also introducing stricter rules around the capture, training, and deployment of data through AI models.
Why channel partners will see more opportunities in security, governance, and services in 2026
The direction is consistent across all three platforms: higher contract value and greater service usage. This can increase partners’ revenue opportunities, but it also puts more pressure on them to package, deploy, and manage AI deployments end to end.
The explosion of AI is also forcing hyperscalers and partners to focus more on security, governance, and locality at the sales stage.
Enterprise customers, especially in regulated industries, require this proof before they even begin testing these products. The EU is also increasingly shaping global procurement and security frameworks due to its large market size.
For partners, the need to build depth in AI and security is paramount if they want to survive the next few years of larger, stickier contracts.