The Frontline Defenders
Managed Service Providers (MSPs) are increasingly finding themselves at the forefront of cybersecurity defense as artificial intelligence-powered threats escalate. At The Channel Company’s 2025 XChange NexGen conference in Houston, Kaseya’s channel development manager Miles Walker delivered a stark warning: “Deepfakes are something we’re all going to have to deal with” within the next 24 months.
Walker emphasized that MSPs serve as the “superheroes of the global economy,” particularly in their crucial role supporting small and medium businesses. However, he noted that these defenders aren’t receiving their “fair share” of recognition or compensation for their critical work in the cybersecurity trenches.
AI-Powered Threats Escalate
The sophistication of cyberattacks is accelerating at an unprecedented rate, with AI now supercharging traditional phishing schemes. Walker highlighted how attackers are exploiting real-world crises, citing examples where hackers targeted victims of Florida hurricanes and California wildfires by scraping insurance lists from the dark web.
“I was at a cybersecurity event with 5,000 people when the Omni Hotel chain got hit,” Walker recalled. “We couldn’t use our cards, couldn’t get into rooms. Everything was shut down. That’s the reality now.” This incident demonstrates how cybersecurity threats can paralyze entire systems within moments.
The Communication Imperative
As threats grow more complex, MSPs face the critical challenge of communicating risks to clients in understandable terms. Roberto Elizondo, CEO of Texas-based TriNet International, echoed Walker’s concerns, noting that many users don’t comprehend the dangers of inputting personal information into AI systems.
“A lot of people are using AI, and they don’t understand it,” Elizondo stated. “They think they can just go on free ChatGPT and start punching in personal info… PII, private data, and they don’t realize the risks.” This gap in understanding creates significant vulnerabilities that MSPs must address through clear communication and education.
Industry-Wide Implications
The rise of AI threats coincides with broader industry developments in artificial intelligence and computing. As organizations across sectors grapple with emerging technologies, the security landscape becomes increasingly complex.
Recent technology advancements in space exploration and other cutting-edge fields demonstrate how rapid innovation creates new attack surfaces. Similarly, market trends in energy and environmental sectors show how digital transformation introduces new security considerations across industries.
The Evolving Defense Strategy
MSPs must innovate their defense strategies to counter AI-driven threats effectively. This includes staying current with related innovations in platform security and understanding how major tech companies are adapting their services against emerging threats.
The security challenges extend beyond traditional corporate networks, as evidenced by recent technology vulnerabilities in financial platforms. Even manufacturing advancements in chip production face sophisticated security hurdles that require specialized expertise.
Preparing for the Deepfake Era
Walker’s prediction about deepfakes represents one of the most significant emerging threats. These AI-generated media can convincingly impersonate executives, bypass security protocols, and manipulate employees into compromising sensitive systems.
MSPs must develop comprehensive strategies that include employee training, advanced authentication systems, and real-time monitoring capabilities. The key, according to Walker, is maintaining vigilance while ensuring clients understand the stakes without overwhelming them with technical jargon.
As AI continues to evolve, the role of MSPs as cybersecurity educators and defenders becomes increasingly vital to global economic stability. Their ability to adapt and communicate effectively will determine how well organizations navigate the coming wave of sophisticated digital threats.
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