As unified communications and collaboration (UC&C) platforms mature, the real battleground is no longer features—it’s execution. That was the clear message from Wildix’s annual virtual UC&C Summit, where the AI-powered communications vendor gathered partners and industry stakeholders to show how channel-led delivery is redefining what modern communications platforms are expected to do.

With economic pressure tightening budgets and service expectations climbing, organizations are reassessing communications not as a convenience layer, but as a core operational system—one that must deliver reliability, visibility, and accountability at scale. Wildix argues that this shift fundamentally changes the role of vendors and, more importantly, the partners who deploy their technology.

From resale to responsibility

Wildix used the Summit to reinforce its long-standing 100 percent channel-only model, but with a sharper edge. The company made it clear that partner differentiation is no longer about reselling licenses or competing on price. Instead, partners are increasingly expected to act as advisors—designing, governing, and continuously optimizing communication workflows that underpin daily business operations.

“The UC&C market has matured,” said Emiliano Tomasoni, CMO at Wildix. “Customers are no longer evaluating platforms in isolation; they are looking for partners who can translate communication into operational value.”

To underline that philosophy, Wildix announced the launch of its new Spokesperson Program, selecting a single partner each year to act as a global ambassador for the brand. The initiative is designed to give the channel a visible, credible voice—positioning partners not as extensions of the vendor, but as central protagonists in the Wildix ecosystem.

AI moves from vision to live deployment

AI wasn’t new at this year’s Summit—but the conversation had clearly shifted. After outlining its agentic AI strategy in 2024 and launching Wilma AI, the embedded AI layer across its platform, Wildix focused this year on execution.

Rather than demos or roadmap promises, the company highlighted live customer deployments where AI-driven automation and assistance are already embedded into voice, messaging, and meeting workflows. Crucially, these deployments are governed through partner-led frameworks, reinforcing the idea that AI success depends as much on implementation and oversight as on algorithms.

“Wildix has demonstrated incredible technological vision and agility, making it seamless to integrate complex AI into real-world business environments,” said Carlos Estrela, CEO of Leader Redes y Comunicaciones. “Generative and agentic AI—especially for voice—is no longer just innovation. It’s the true differentiator.”

That emphasis on voice is notable. While much of the AI hype has centered on chat and analytics, Wildix is betting that intelligent voice workflows—where speed, accuracy, and context matter most—will separate operational platforms from feature-rich tools.

A channel inflection point

Wildix framed the current moment as a turning point for the channel. As AI-native vendors and point solutions flood the market, relevance is increasingly tied to outcomes, not capabilities. According to industry forecasts, more than 80 percent of UC&C sales will be indirect by 2026, reinforcing the strategic importance of partners who can deliver measurable results.

To support that shift, Wildix highlighted early results from its Sales Academy, a partner-first sales methodology launched to address increasingly complex UC&C buying behavior. Unlike traditional training programs, Sales Academy applies structured frameworks directly to live opportunities.

The results, at least so far, are tangible. In its first year, participating partners generated more than $40,000 in new monthly recurring revenue and achieved 23 percent year-over-year growth. The program has also earned external validation, receiving recognition from UC Today through the UC Awards for partner enablement.

Real-world impact: healthcare, retail, and beyond

The Summit also showcased concrete examples of partner-led execution across industries including healthcare, professional services, and retail. One standout was RoboReception, an AI-embedded healthcare solution co-developed by RoboReception and Wildix, and delivered through U.K.-based MSP Focus Group.

Originally created by a dentist to solve front-desk bottlenecks and missed calls, RoboReception automates inbound patient interactions and reduces administrative workload without adding staff. According to Wildix, the solution generated more than $9 million in measurable ROI within its first six months, deployed across 65 U.K. dental clinics—all while maintaining service levels.

It’s a case study that neatly reinforces Wildix’s thesis: AI becomes valuable when it is embedded into workflows, governed properly, and delivered by partners who understand the operational context.

Looking to 2026: communications as infrastructure

Looking ahead, Wildix positioned 2026 as a year defined by operational depth rather than experimentation. The roadmap includes continued investment in AI-driven coaching and insights, tighter governance across voice, messaging, and mobile environments, and expanded partner control through capabilities like fixed-mobile convergence and emerging messaging standards.

Together, these priorities reflect a broader reframing of unified communications—not as a standalone platform, but as business infrastructure.

“As customer expectations rise, AI is the opportunity for our partners to deliver value and stay relevant,” said Steve Osler, CEO of Wildix. “We provide the full AI stack to turn the channels they control into intelligence, making them indispensable architects of customer growth.”

For a UC&C market crowded with features and promises, Wildix’s message is clear: the future belongs to vendors—and partners—who can prove that communications actually work.

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