Hatz AI has introduced a command center that enables managed service providers to roll out artificial intelligence tools across multiple small and midsize business clients simultaneously, eliminating the need to manually set up each account individually. The new capability, named Hatz Activate, became available through the Hatz Admin panel and offers MSPs a single dashboard displaying customer accounts, AI readiness levels, invitation tracking, and activation data. The company says the tool aims to convert AI adoption from isolated client engagements into a standardized service offering and market strategy for MSPs.
Partners can link a professional services automation platform to Hatz Activate or import customer details via CSV file, after which the platform enhances each account using domain and industry data. The system creates industry-tailored AI use cases for specific customers, designed to provide SMB users with actionable starting points tied to their business requirements rather than a generic AI interface that leaves them to figure out applications on their own. The dashboard allows MSPs to examine customer records and tenant matching before dispatching invitations, with filtering and cohort-building tools that let partners invite multiple accounts at once. The platform monitors whether an invitation hasn't been sent, has been dispatched, or has led to account activation. Beyond onboarding support, Hatz Activate includes Shadow AI reports meant to spot potentially risky adoption of consumer AI applications across customer organizations, plus AI Readiness Assessments that help businesses identify possible use cases and gauge their preparedness for managed AI services.
CEO and co-founder Jimmy Hatzell told Channel Insider that for two years, MSPs have been answering AI inquiries from clients, with Hatz providing them the foundation to deploy, manage, and monetize the technology. "But foundation alone does not win the market fast enough," he said. "Activate is built for what comes next: moving quickly and delivering AI experiences tailored to each client's business." Hatzell explained that SMBs won't build AI teams but will instead depend on the partner they already trust with their technology—the MSP—and that Activate is how MSPs secure that position before competitors do. He added that there's more AI discussion than ever, but SMBs still can't picture what AI actually accomplishes for their specific business, noting that "a dental practice or a law firm does not care about models and tokens. They care about getting hours back and serving their customers better."
The combination could enable partners to open discussions with customers testing AI tools without formal policies covering sensitive data, access rights, or expenditure. Small businesses increasingly see AI's potential value, according to Hatz, but many don't have the internal know-how to choose tools, establish governance rules, and introduce the technology across their operations. That opens an opportunity for MSPs to become AI advisors, though managing adoption across a broad client roster gets challenging when customer information sits scattered across PSA systems, spreadsheets, and separate email campaigns. Hatz AI is wagering that if MSPs can move beyond those operational hurdles, they'll earn deeper client ties and enduring opportunities. Hatzell stated that the MSPs succeeding right now are conducting AI roadmap sessions and lunch-and-learns with their clients, positioning themselves as the AI advisor before a rival does, and critically leading with security and governance. "SMBs are nervous about AI, and the partner who says 'we will make this safe for you' wins the deal," he said. For MSPs willing to invest in centralized onboarding infrastructure, the payoff may extend beyond immediate service revenue to strategic advisory relationships that reshape how small businesses buy and consume technology. Yet the model's success hinges entirely on whether partners can translate abstract AI capabilities into tangible business outcomes faster than clients lose patience or turn elsewhere.