Pete Busam Joins George Bardissi on MSP Initiative Live to Discuss ChannelStrong, AI, and the Changing Search Landscape

Equilibrium Consulting founder Pete Busam joined George Bardissi on MSP Initiative Live for a conversation that blended a bit of channel nostalgia with a look at where MSP marketing and technology are headed.

The two revisited their time on the road with ChannelStrong, sharing memories and experiences from an initiative that brought vendors, MSPs, and industry leaders together to build relationships and strengthen the IT channel community.

But the conversation wasn’t just about the good old days.

George and Pete turned their attention to some of the biggest changes affecting MSPs today, including Google’s evolution from traditional search toward AI-powered experiences like Gemini. They discussed what this shift means for organic visibility, paid advertising, and the way businesses discover and evaluate technology providers.

The discussion also explored AI enablement and the growing opportunities for MSPs to incorporate artificial intelligence into their operations, sales processes, and marketing strategies.

For Pete, the message aligned with Equilibrium Consulting’s approach to marketing: technology will keep changing, but understanding your audience, building trust, and creating meaningful engagement remain fundamental to sustainable growth.

The session brought together the relationships that helped shape the channel and the emerging technologies that will influence its future.

Watch the MSP Initiative Live session to hear George Bardissi and Pete Busam discuss ChannelStrong, AI, paid advertising, and the next chapter of MSP marketing.