What happens when AI starts doing the repetitive work inside an MSP—but still cannot replace the human qualities customers sometimes need most?

Matt Tomlinson, Senior Director of MSP Partnerships at Fixify, joins Joey Pinz for a wide-ranging conversation about AI, automation, sales, leadership, MSP operations, and the human side of technology.

Matt has lived on both sides of the MSP/vendor relationship, and that experience shapes how he thinks about technology adoption. He argues that AI should take repetitive work off people’s plates rather than simply eliminate people. In Tier 1 support, that could give technicians more room to develop into higher-skilled roles. Matt Tomlinson-transcript Part …

Matt also challenges one of technology’s most important questions: when is an automated outcome enough, and when does a customer genuinely need another human being? His answer comes back to empathy—something he believes remains part of what an MSP sells.

🌟 Top 3 Highlights:

🤖 AI ≠ Automation: Why MSPs need to understand the difference.

🧠 The human advantage: Where empathy still makes human involvement necessary.

🎯 Sell outcomes, not features: Matt’s core sales philosophy is understanding what someone is actually trying to accomplish.