Managed services provider Netrio is investing heavily in AI to reshape how it delivers IT services to midmarket customers. Through its NetrioNow platform, the company is integrating automation, sentiment analysis, and AI-driven service workflows to streamline support operations and improve customer insights.
In a conversation with Channel Insider, CEO Mark Clayman discussed how the platform leverages technologies from vendors, including OpenAI and Anthropic, while enabling MSPs to automate routine tickets and better understand customer experience.
Netrio expands its AI-powered services platform strategy
Channel Insider covered NetrioNow’s launch in September 2025, when the company announced it had successfully integrated several acquisitions into a unified platform experience.
NetrioNow is, of course, how Netrio itself delivers AI-driven services to its customers, and is also available to other MSPs and MSSPs through a white-label agreement.
Netrio, Clayman said, continues to invest heavily in the ongoing development of the platform, which combines self-service ticketing, service resolution, compliance and security tooling, reporting dashboards, and more.
How NetrioNow leverages OpenAI and Anthropic AI to automate common IT tasks and measure customer sentiment
Clayman noted that most, if not all, tech vendors MSPs work with have rolled out numerous AI-enabled solutions that have found their way into tech stacks.
To Clayman, Netrio’s best bet is to build around those solutions to fill gaps for itself, its customers, and other partners.
“We try to be very clear about not reinventing the wheel. Vendors are already building things that work, so we’ll use those where it makes sense, and then we’ll focus on offering the specialized services we know our customers want,” said Clayman.
Clayman told Channel Insider that NetrioNow is built on a variety of tooling from companies such as OpenAI and Anthropic. He also highlighted ServiceNow’s approach to IT management as aligned with Netrio’s platform-scale ambitions.
In addition to routine service delivery actions like routing and answering tickets, NetrioNow also features customer sentiment analysis and reporting capabilities that automate how MSPs understand and communicate with their customers during reviews.
“I can’t tell you how useful it is when every interaction we have with a customer automatically has a sentiment attached to it,” Clayman said.
Why MSP customers increasingly prefer AI-first support
To Clayman, leveraging agentic AI to handle routine tasks and low-level service needs isn’t just an efficient way to do business– it’s also a way to meet today’s customer expectations.
“A lot of our customers are honestly in the mindset now of wanting to deal with an AI agent first and then a human second if the agent can’t complete the task,” Clayman said.
“People already experience that system in their daily lives, and they now expect it when they have issues at work. I do think this is still a relationship-driven business, but the personal touch needs to come into the equation when and where there’s more value than with tier one tickets, which frankly, agents can do more efficiently in most cases now,” he continued.
How Netrio applies AI insights to regulated industries
There’s an age-old adage that advises MSPs to “eat their own food” or, without the metaphor, to be “customer zero” for the solutions they offer to customers.
At Netrio, Clayman told us, internal experience with AI has led to a deeper understanding of what its customers will need as they begin their own deployment projects.
“Our investments and our internal experience allow us to have a really robust and specific conversation with our clients when they say they are ready to explore AI use cases and kick off their projects,” said Clayman.
Netrio largely serves midmarket customers in highly regulated industries, including healthcare and financial services, as well as some small enterprises.
Clayman said those customers require Netrio to understand the basic needs and pain points of their industry to best address how AI can solve problems and provide a return on investment.
Why MSPs are racing to build AI service offerings
To Clayman, the market for AI services is still in its early stages, and MSPs who act now to build offerings are primed for growth.
“I think any MSP who can be smart about the AI services they offer, and who they build them for, they’ll definitely set themselves apart in the market right now,” Clayman said.
Our reporting over the last year shows that many partners are still in the early stages of their AI journeys, let alone how to monetize AI in recurring services revenue.
Netrio, for its part, is building on the assumption that a deep understanding of customer needs at the business level will drive the most successful approach to AI services moving forward.