The Global Technology Industry Association (GTIA) has launched its Managed Intelligence Alliance, a vendor-neutral initiative led by Pax8’s Rob Rae that aims to establish industry standards, accreditation frameworks, and best practices for delivering managed AI services.
The Alliance brings together technology vendors and IT service providers to help the channel deploy AI securely and responsibly for small and midsize businesses (SMBs).
Its priorities include developing open technical specifications, establishing baseline provider capabilities, and creating accreditation programs designed to build customer trust in managed AI services.
Pax8’s Rob Rae to chair GTIA’s AI alliance
Rob Rae, Corporate Vice President of Community Ecosystems at Pax8, will lead the program as its chair, with Pax8 serving as the Alliance’s Charter Member.
GTIA and Pax8 first shared information about this group during GTIA’s ChannelCon 2026 in San Diego, which focused largely on how ITSPs are approaching AI within their businesses and as offerings to clients.
Rae will be tasked with guiding the group’s work and fostering collaboration across the industry.
“The opportunity around AI is enormous because we know how powerful it can be for businesses of all sizes. But capability isn’t the challenge anymore – trust is,” said Rae. “Businesses want to progress, but they need confidence that AI can be deployed securely, governed responsibly and tied to real outcomes.”
“The Managed Intelligence Alliance gives the channel an opportunity to lead by creating the standards, best practices, and shared expertise that help turn AI from a technology conversation into a business advantage,” Rae continued.
Alliance targets AI standards, accreditation and research
Other Founder Party Members include: CrowdStrike, Cynet, F1 Information Technologies, Lyra, Microsoft, New Charter, NinjaOne, Rev.io, and Sourcepass.
The four key priorities for the Managed Intelligence Alliance include:
- Open specifications: Frameworks and protocols that improve consistency in how data moves across the Managed Intelligence ecosystem.
- Capability standards: Baseline requirements for delivering Managed Intelligence in the channel.
- Accreditation programs: Vendor-neutral validation of provider and vendor capabilities, developed in collaboration with the Consortium for Responsible IT Services.
- Research and intelligence: Market research, technical analysis, and policy guidance for an evolving market.
“AI is creating an enormous opportunity for the channel, but trust must come first,” said Dan Wensley, CEO, GTIA. “The industry needs common standards and practical guidance that providers can use. The Managed Intelligence Alliance extends GTIA’s role in helping the channel navigate change, and will help ITSPs identify valuable use cases, establish trusted delivery practices, and manage AI responsibly at scale.”
Participating GTIA members will collaborate with the Alliance through working groups, and chair and aid in the development of the resources listed above.
GTIA will publish standards and accreditation frameworks openly and at no cost, extending the work beyond members to promote greater consistency and trust across the channel.
GTIA adds leadership role focused on standards
Carlo Tortora Brayda has joined GTIA as Vice President of Industry Standards and Director of the Managed Intelligence Alliance. He will lead the Alliance’s day-to-day operations and advance the priorities set by the Executive Council.
“As demand for secure, managed AI accelerates, the channel is uniquely positioned to shape this emerging market and help organizations capitalize on AI innovation today and in the future,” said Tortora Brayda.
“By bringing providers, vendors, and other stakeholders together, the Alliance will create the standards, research, and shared practices needed to turn AI opportunity into trusted, repeatable customer services,” Tortora Brayda added.
GTIA opens participation to the broader IT channel
The Alliance is open to organizations across the channel that “share its mission and meet membership requirements.” GTIA adds that its participating members are encouraged to contribute through member comment periods and research.
“AI is creating enormous opportunity, but technology alone is not enough. Small businesses need practical, secure ways to put AI to work, supported by implementation expertise, strong governance, and trusted advisors,” said Nick Heddy, President and Chief Commerce Officer at Pax9.
“By helping Managed Intelligence Providers turn innovation into real business outcomes, the Alliance can strengthen the channel and give millions of SMBs a trusted path to results.”
In August, during initial press interviews about the program, GTIA officials also announced the Consortium for Responsible IT Services, or CRITS, a separate initiative from GTIA and Texas A&M University’s Global Cyber Research Institute. The consortium is developing an industry-led self-regulatory framework for IT services.
Taken together, the moves paint a clear picture of GTIA’s long-term ambitions: to bring its global IT channel membership together to solidify working frameworks and guidelines that establish shared expectations across an otherwise unregulated industry.
READ MORE: Revisit our coverage from ChannelCon 2026 to learn more about how its members are thinking about the impact of AI adoption across the channel.