Hatz AI has launched a new command center designed to help managed service providers deploy artificial intelligence tools across their small and midsize business customer bases without manually onboarding each client.
The new feature, called Hatz Activate, is available through the Hatz Admin panel and gives MSPs a centralized view of their customer accounts, AI readiness, invitation status, and platform activation metrics.
Hatz said the tool is intended to turn AI adoption into a repeatable service delivery and go-to-market motion for MSPs, rather than a series of disconnected client projects.
“For the past two years, MSPs have been fielding AI questions from clients, and Hatz has given them the foundation to deploy, manage, and monetize AI. But foundation alone does not win the market fast enough,” CEO and co-founder Jimmy Hatzell told Channel Insider. “Activate is built for what comes next: moving quickly and delivering AI experiences tailored to each client’s business.”
Hatz Activate connects MSP customer data
Partners can connect a professional services automation platform to Hatz Activate or upload customer information through a CSV file. The platform then enriches each account using its domain and industry information.
Hatz Activate also generates industry-specific AI use cases for individual customers. The goal is to give SMB users practical starting points based on their business needs instead of presenting them with a general-purpose AI interface and requiring them to determine how it should be used.
“SMBs are not going to build AI teams. They are going to lean on the partner they already trust with their technology, and that is the MSP. Activate is how MSPs claim that role before someone else does,” said Hatzell.
The platform provides a unified operating table where MSPs can review customer records and tenant match status before sending invitations.
MSPs can then filter customers, create cohorts, and send invitations to multiple accounts at once. The dashboard tracks whether an invitation has not been sent, has been sent or has resulted in an activated account.
MSPs gain tools to address shadow AI risks
In addition to supporting customer onboarding, Hatz Activate includes tools intended to help MSPs evaluate how clients are already using AI.
Partners can run Shadow AI reports designed to identify potentially risky use of consumer AI applications across customer organizations. MSPs can also send AI Readiness Assessments to help businesses evaluate possible use cases and determine whether they are prepared to adopt managed AI services.
“There is more AI talk than ever, but SMBs still struggle to visualize what AI actually does for their specific business. A dental practice or a law firm does not care about models and tokens. They care about getting hours back and serving their customers better,” Hatzell said. “At the same time, MSPs do not always have the language, or frankly the time, to build custom use cases for every client they serve.”
“That gap is exactly where we focused. Activate is built to do that translation for the MSP: showing the power of AI in the context of each client’s actual business, so the value is obvious instead of abstract. The MSP walks in with something tangible and relevant, not another generic AI pitch,” he continued.
Hatz AI guides MSPs to advisory-focused future of services
The combination could help partners begin conversations with customers that are experimenting with AI tools without established policies covering sensitive information, access controls or spending.
Small businesses increasingly recognize the potential value of AI, according to Hatz, but many lack the internal expertise needed to select tools, create governance policies and introduce the technology across their organizations.
That creates an opportunity for MSPs to position themselves as AI advisors, although managing adoption across a large client base can become difficult when customer information is spread across PSA systems, spreadsheets and individual email campaigns.
Still, companies like Hatz AI are betting that if MSPs can move past those operational challenges, they stand to gain deeper client relationships and long-lasting opportunities.
“The MSPs winning right now are running AI roadmap sessions and lunch-and-learns with their clients. They position themselves as the AI advisor before a competitor does. And critically, they lead with security and governance,” said Hatzell. “SMBs are nervous about AI, and the partner who says “we will make this safe for you” wins the deal.”