Pax8 continues to be at the forefront of driving innovation in AI and cloud-based solutions for Managed Service Providers. During this year's Pax8 Beyond EMEA conference in Amsterdam, Eric Ostlund, Product Owner at Pax8 EMEA's internal innovation team Spark, how the company is building a new generation of AI-powered solutions and why it's more important than ever for partners to start now.

From Microsoft to Pax8 – focus on AI innovation

Eric Ostlund has a background at Microsoft where he worked on Go-to-Market for Microsoft AI before moving to Pax8 just over a year ago. Since the summer of 2025, he has led the Spark team – a group that develops internal AI solutions to streamline work internally and at the same time inspire Pax8's partners to create their own innovations.
“We build AI solutions that help both us and our partners work smarter and faster. The goal is to show that you don't have to wait – you can start today,” says Eric Östlund.

Start small but think big

He says many partners still see AI as complex and distant, but the key is to start small. “You don’t have to build something that replaces entire workflows right away. Start small, create a proof of concept with a clear purpose and measurable impact. The important thing is to get started.” By testing on smaller projects, partners can quickly see value, learn the technology, and gradually grow their AI offering. It’s also about deepening customer relationships by discussing business challenges rather than just technology. “The MSPs that really succeed are the ones that understand their customers’ goals and use AI as a tool to solve concrete problems,” he explains.

Advertisement

Partnership and innovation in focus

Pax8 works closely with Microsoft to make AI development more accessible and efficient. With new integrations in the Microsoft Marketplace and the upcoming Pax8 Agent Store will allow partners to deploy and customize solutions even faster. But Eric Östlund emphasizes that the biggest opportunity lies not in ready-made products but in customized solutions. ”As an MSP, you shouldn’t just sell ready-made packages. You should be able to deliver something that feels unique to the customer’s needs. That’s where AI expertise becomes a huge competitive advantage.”

Interoperability – the keyword of the future

A key trend, according to Östlund, is interoperability – the ability for systems and AI agents to work together seamlessly. “We are now seeing how MCP servers, Model Context Protocol, enable different agents to communicate. This allows MSPs to build solutions that are truly connected while maintaining transparency and control.” This development creates a more robust AI infrastructure where multiple agents handle different parts of a workflow, making the technology more reliable and easier to adjust.

Towards an agentic future

The conversation also moves to the future of work and how AI agents will change roles and working methods. “We are approaching an agentic future where AI not only assists but works independently. But don’t start by automating everything right away. Start with a human in the loop and gradually build towards full automation.” He believes that this change also opens doors for smaller companies to compete with large players. “Small, agile companies with the right AI strategy can challenge the giants. They can work more focused, faster and cheaper.”

Advice for partners – stop waiting, start now

When asked for advice for partners looking to take the next step, his answer is clear. “Stop making excuses. Start next week. Pick a small area of your business, test AI for real, and learn by doing. Don’t wait for perfect conditions – the AI revolution is happening now.”

Eric Ostlund represents a new generation of technology leaders where innovation, curiosity, and hands-on learning go hand in hand. Through his work with the Spark team, Pax8 is showing the way to a future where AI is not exclusive to large companies, but a tools that all partners can use to grow, streamline and create real business value.