TD SYNNEX has shared the next evolution of PartnerFirst for North American partners, introducing new agentic AI capabilities designed to help partners spend less time navigating systems and more time growing their businesses. From prebuilt AI agents and a standardized MCP connector to life-cycle coaching and self-service reporting, the new capabilities put AI to work across everyday partner operations helping to identify opportunities and accelerate outcomes.

"PartnerFirst is built to grow our customers' business and in order to continue that progress, we want AI to be something our partners run on, not just experiment with," said Nate Herz, regional CIO, North America, TD SYNNEX. "These agentic capabilities turn a connected platform into a connected customer experience that helps spot opportunities, make data-driven recommendations and work inside the tools partners are already using. By combining ease of use with powerful automation, MCP and Agent Bridge will help partners accelerate time-to-value and scale AI across their organizations."

AI Agents That Run Where Partners Already Work

PartnerFirst Digital Bridge now has a robust model context protocol (MCP) connector that gives partners a powerful new way to connect AI applications directly to PartnerFirst data and capabilities, allowing partners to incorporate real-time business intelligence into the AI workflows they are already building and using. MCP exposes TD SYNNEX data, services and business capabilities to partner-built AI apps and platforms through 53 available motions — with secure, governed access to quoting, orders, customers, products, pricing and inventory. This standardized, comprehensive interface accelerates innovation and reduces development effort by embedding TD SYNNEX into partner AI workflows.

Clay Ostlund, president of Marco Technologies and TD SYNNEX customer has used the new MCP features. 

"The MCP connection brings faster, relevant information into the work we're already doing," Ostlund said. "What used to take us hours now takes us minutes, so our team can resolve issues faster and focus on more productive work."

Building on that foundation, Agent Bridge introduces an agent builder function as well as a marketplace of ready-to-use AI agents that connect the systems customers already use with PartnerFirst skills, data and insights. These capabilities are designed to help customers quickly configure and adopt practical agentic AI capabilities without the need for additional tooling or development. These agents can run inside customer tools — automating quoting, product search, inventory lookup, order tracking and other daily workflows inside customers' environments.

Inside the platform experience, the PartnerFirst Agent is expanding as well. Forty additional features are now available, moving the agent from information access into task execution and workflow automation across product search, pricing, availability, freight, orders, invoices, quotes, RMAs and cloud subscriptions. In addition, AI product recommendations help resellers find the most relevant products, alternatives, accessories, warranties and services throughout the buying journey by analyzing product attributes, purchasing history and customer preferences. Partners gain those capabilities without building, hosting or managing their own agents or MCP infrastructure.

Guidance Across the Customer Life Cycle

Building on the recent launch of Customer Lifecycle tools, a new Customer Lifecycle AI Business Coach is also now available to help transform complex partner data into actionable guidance. Customer Lifecycle AI turns business data into opportunity identification, risk awareness and actionable recommendations with contextual insight, executive-ready visuals and AI-assisted customer engagement inside everyday workflows. Partners that hold large volumes of customer, subscription, renewal and adoption data get clear signals on where to focus and what to do next, so growth opportunities and renewal risks surface early enough to act on. After initially launching with select vendors, eight additional vendors are now available.

New self-service reporting rounds out the new offerings. Build Your Own Reports moves partners from static, manual reporting to flexible self-service insight, with immediate visibility into quotes, orders, invoices, credits, RMAs, subscriptions and renewals. Reports can be scheduled as subscriptions, built for a specific customer and shared with them, or copied and modified to cut setup time.

"Partners who lean into PartnerFirst are already growing faster, and these AI capabilities are built to widen that gap," said Jessica McDowell, senior vice president of North American marketing and digital customer success, TD SYNNEX. "With more than 65,000 active users, customers that are regularly transacting across our digital offerings are seeing impactful growth. When AI identifies the opportunity, recommends the next move and completes the work inside the tools partners already use, partners will more efficiently create outcomes and impact."

Partners can learn more by visiting https://partnerfirst.us.tdsynnex.com/.

In other news, TD SYNNEX has announced the launch of FinOps Fusion, a new offering designed to help partners manage the cost of AI consumption. Part of TD SYNNEX's Destination AI enablement framework, FinOps Fusion provides partners with greater visibility into their end customers' AI token usage, enabling them to more easily identify inefficiencies, optimize spending and establish governance practices that support scalable, sustainable AI deployments.

According to Gartner, AI spending is forecast to reach $2.59 trillion in 2026, up 47% from last year. As organizations accelerate their generative AI implementations, token consumption is creating new financial and operational challenges for businesses. AI costs are frequently distributed across applications, models and infrastructure, making it difficult for organizations to track and optimize them.

"Across the market, we're seeing organizations invest heavily in AI without a clear understanding of how token usage translates into actual costs," said Francisco Criado, senior vice president of cloud, security and AI, TD SYNNEX, North America. "Many businesses have already learned the importance of managing cloud consumption, but we're seeing similar challenges emerge with AI. FinOps Fusion isn't just a dashboard or tool, it's how our partners become indispensable to their customers' AI strategies. We absorb the complexity so they can sell the outcome: visibility across the entire environment, optimization they can prove and a managed service they can run as recurring revenue."

FinOps Fusion equips partners with a range of tools and services designed to help their end customers gain control of AI token consumption, including:

• Unified Visibility Dashboard: Provides a consolidated view of AI token spend across public cloud and on-premise environments, enabling partners and customers to make more informed budgeting decisions.
• AI Spend Optimization Recommendations: Delivers actionable guidance to improve resource allocation for AI investments.
• Expert-led FinOps Enablement: Access to training, best practices and operational frameworks to build repeatable AI cost management services and strengthen customer advisory capabilities.
• Managed FinOps Service: Enables partners to offer ongoing monitoring, optimization and governance as a recurring service, creating new revenue opportunities.
• AI Token Consumption Assessment: Will establish a baseline of AI token usage across customer environments, helping partners identify inefficiencies, uncover cost drivers and prioritize optimization opportunities upon its introduction later this year.

TD SYNNEX has seen the majority of customers achieve 15% to 30% savings over the mid- to long term, depending on the maturity of their FinOps adoption and the services and tools they deploy.

In other news, TD SYNNEX has announced that it has entered into a definitive agreement to acquire BlueStar, a leading specialty distributor recognized for its expertise in automatic identification and data capture (AIDC), operational technology, mobility, RFID, point-of-sale, digital signage, networking, robotics and security technologies. The transaction is subject to customary regulatory approvals and other closing conditions.

The proposed transaction reflects a shared commitment to helping channel partners grow through deep expertise, strong vendor relationships and customer-focused support. The combination is expected to provide customers and vendors with access to broader technology offerings, expanded resources and specialized capabilities while preserving the expertise that has defined BlueStar's success.

"BlueStar has built an outstanding reputation through specialization, technical expertise and an unwavering commitment to its partners," said Reyna Thompson, president of North America, TD SYNNEX. "We're excited about the opportunity to combine BlueStar's expertise in AIDC, operational technology, mobility, RFID, point-of-sale and related technologies with the global resources, investments and reach of TD SYNNEX."

"In addition to BlueStar's portfolio, the specialized knowledge and expertise within its team are central to the differentiated support and services it provides," said Miriam Murphy, president of EMEA, TD SYNNEX. "Combined with the global capabilities of TD SYNNEX, those strengths have the potential to enhance opportunities for customers and vendors of both companies."

"Our customers and vendor partners rely on BlueStar because of our specialization, industry expertise and personalized support," said Ryan Girvin, CEO, BlueStar. "The opportunity to join TD SYNNEX would allow us to maintain those strengths while expanding the resources, capabilities and opportunities available to the partners we serve."

Until any transaction is completed, TD SYNNEX and BlueStar will continue to operate independently.

Both companies remain committed to independently supporting their partners throughout the regulatory review process and will provide updates as the transaction progresses.