Pax8’s EMEA CEO On Strategic AI Push: ‘It’s Not About Bolting AI On, It’s About Changing’ How MSPs Work

⏳ TL;DR

• Pax8 EMEA CEO Harald Nuij emphasizes that AI adoption is about transforming how MSPs work, not just adding technology
• Pax8 is expanding rapidly across the EMEA region with a focus on building a strong community of forward-thinking MSPs
• The company is helping MSPs implement agentic AI solutions and restructure their organizations
• Success is measured by partner growth and transformation rather than revenue metrics

🪄 Ancher's Edits

Pax8’s EMEA CEO Harald Nuij is leading a bold transformation in the managed service provider (MSP) industry. With AI reshaping the tech landscape, Nuij believes the future belongs to those who are willing to change how they operate—not just adopt new tools.

"If an MSP wants to lead in this new landscape, it’s not just about bolting AI on, it’s about changing how they work," Nuij says. His vision for Pax8 is clear: to help MSPs evolve into managed intelligence providers, leveraging AI to deliver more value to their clients.

The momentum behind this transformation is real. European MSPs are known for their innovation and willingness to invest in their own growth. "They’re forward-thinkers," Nuij explains. "They’re investing in themselves and their transformation. The community aspect plays a huge role." When one MSP sees value in AI, it creates a ripple effect, inspiring others to follow.

Pax8 has been expanding aggressively across the EMEA region, with a strong presence in the U.K., Benelux, Germany, and the Nordics. New markets like Ireland, Denmark, and Switzerland are next on the list. But expansion isn’t just about geography—it’s about finding the right partners who are ready to embrace change.

"We only move into a country when we see the right maturity level in the partner base and are confident we can add value," Nuij says. This careful approach has helped Pax8 build a loyal network of MSPs who view the company as a strategic partner, not just a vendor.

One of the biggest challenges facing MSPs today is talent. Finding skilled professionals who understand AI and its implications is difficult. But Nuij sees this as an opportunity. "We’re sparking important conversations right now," he says. "With the managed intelligence toolkit we announced, MSPs are starting to see the path forward and how AI can change their org structures and hiring plans."

Looking ahead, Pax8’s priorities in EMEA include continued expansion and identifying forward-thinking MSPs who are ready to embrace the agentic future. "These are the MSPs who aren’t just adopting AI but changing how they operate because of it," Nuij explains. The company is also focusing on internal transformation, training its own teams to use AI tools like Microsoft Copilot and rethinking its organizational structure.

For Nuij, success isn’t measured in revenue alone. It’s about seeing partners thrive and grow alongside Pax8. "When MSPs across the region view us not just as a vendor, but as a true strategic partner, that’s when we know we’re winning," he says.

💥 Why It Matters

• AI is no longer a futuristic concept—it’s a necessity for MSPs looking to stay competitive
• The shift toward agentic AI requires fundamental changes in how MSPs operate
• Building strong partnerships and communities is crucial for successful AI adoption
• Talent development and organizational restructuring are key challenges in the AI transition

🔗 How It Connects

Pax8’s approach reflects a broader trend in the tech industry: the need for continuous adaptation in the face of rapid technological change. As AI becomes more integrated into business operations, companies that fail to evolve risk being left behind. Pax8’s focus on partnership, community, and transformation offers a model for how businesses can navigate this new era.