The Era of the Empath: What MSPs Need to Win in the Age of AI with Amy Babinchak

In this episode, GoTo's Vice President of Global Partner Ecosystems Steve Shattuck sits down with Amy Babinchak, MSP expert and cohost of the SMB Community Podcast, to talk about what it's really going to take for managed service providers to thrive in 2026 and beyond. As AI continues to reshape the IT landscape, Steve and Amy make the case that the biggest differentiator for MSPs isn't their tech stack — it's their people skills. Together, Steve and Amy cover why empathy, active listening, and genuine client relationships are becoming the new competitive edge, how to prepare your staff for the AI shift before it's too late, and why the MSPs who win will be the ones who make their customers feel truly cared for. Connect with GoTo: https://www.linkedin.com/company/GoTo Learn about GoTo: https://www.goto.com Follow Amy Babinchak: https://www.linkedin.com/in/amybabinchak Check out the SMB Community Podcast: https://smbcommunitypodcast.com Check out the MSP Maturity Hub: https://www.logmein.com/resources/msp-maturity-hub