TD SYNNEX has announced the launch of the PartnerFirst Digital Bridge AI Assistant, available now through its Microsoft Teams Plugin in North America. The assistant integrates real-time TD SYNNEX product intelligence, solution enablement and vendor program data directly into highly used business applications, creating more seamless interactions between resellers and their end customers.

According to TD SYNNEX's fourth annual Direction of Technology report, nearly half of North American partners identified AI integration with cloud-native technologies as the technology trend that will have the greatest impact on their business. The Partner First Digital Bridge AI Assistant brings that to life by embedding AI-driven insights directly into cloud-based collaboration tools, streamlining access to key data and insights to drive efficiency and speed.

Digital Bridge and this AI Assistant are part of PartnerFirst, TD SYNNEX's evolved customer digital experience designed to simplify processes and support partners throughout their journeys by integrating people, platforms, services and more. The AI Assistant provides partners with deep enablement resources and technical information within their conversations with end customers, without leaving the platform. This capability, along with the ability to retrieve real-time pricing, inventory, order status and more through adaptive cards within Teams streamlines and enriches technology discussions.

"Through this AI Assistant, we're operationalizing AI for partners by bringing trusted intelligence and personalized data into the tools they already use," said Nate Herz, senior vice president and CIO, North America, TD SYNNEX. "This innovation provides information right at the point it is needed and eliminates the need to jump across platforms for essential information, helping partners unlock greater efficiency, speed and most importantly, value for their customers."

Vendor integration also creates more efficiency and convenience for resellers. Dell Technologies is already collaborating with TD SYNNEX to create more real-time updates through PartnerFirst Digital Bridge.

"The PartnerFirst Digital Bridge AI Assistant is transforming how partners access and act on information," said Erik Day, senior vice president and general manager, SMB strategy and transformation, Dell Technologies. "By integrating real-time intelligence directly into Microsoft Teams, it streamlines the path from question to answer — helping partners respond faster, make better decisions and deliver a stronger customer experience. This innovation reflects the next era of collaboration and growth across the channel."

Digital Bridge launched earlier this year and has already been adopted by more than 3,000 partners. Through Digital Bridge, TD SYNNEX combines secure API connectivity, an AI-ready data foundation and workflow-native integration to deliver real-time insights and automation across tools like Microsoft Teams and Outlook. To learn more about Digital Bridge, visit https://www.tdsynnex.com/na/us/digital-bridge/ms-apps.

In other news, TD SYNNEX has announced it has won the Global Device 2025 Microsoft Partner of the Year Award. The company was honored among a global field of top Microsoft partners for demonstrating excellence in innovation and implementation of customer solutions based on Microsoft technology.

The company also earned finalist designation for the Global Microsoft Distributor Partner of the Year award, along with the following regional recognitions:

• Americas Partner of the Year Channel LATAM
• Curaçao Country Award
• Ecuador Country Award
• Uruguay Country Award
• Vietnam Country Award

"Being named Microsoft's Global Device Partner of the Year is a tremendous honor and a powerful reflection of the innovation, dedication and expertise of our team," said Daan Koppelmans, vice president, global Microsoft lead, TD SYNNEX. "This recognition speaks to the impact we're driving across the ecosystem by helping partners deliver transformative outcomes built on Microsoft's trusted solutions. Together, we're building the future through strong collaboration, scalable innovation and a relentless focus on customer success."

"We are honored to receive these four awards from Microsoft, reflecting the innovation, dedication and expertise that our team and partners bring to the table every day," said Pablo Rodriguez, senior director of cloud business strategy, LAC. "This achievement reflects our shared commitment to excellence and impact for customers. Together with Microsoft, we will continue to innovate and grow, facing new challenges with enthusiasm and optimism."

"We are proud to receive Microsoft's Vietnam Partner of the Year award," said Do Thi Huong Tra, country general manager, Tech Data Vietnam. "Building on our seven-year legacy as Vietnam's leading Microsoft CSP Indirect Provider, FY25 marks a transformative year as we evolve into a strategic solutions enabler, driving digital transformation across security, AI and Azure, and advanced cloud solutions. This recognition highlights how we bridge complex enterprise challenges with innovative Microsoft technologies to deliver meaningful outcomes for our partners and their end users."

The Microsoft Partner of the Year Awards recognize Microsoft partners that have developed and delivered outstanding Microsoft Cloud applications, services, devices and AI innovation during the past year. Awards were classified in various categories, with honorees chosen from more than 4,600 nominations across more than 100 countries. TD SYNNEX was recognized for providing outstanding solutions and services at the global and regional level.

"Congratulations to all the winners and finalists of the 2025 Microsoft Partner of the Year Awards," said Nicole Dezen, chief partner officer and corporate vice president, Microsoft. "This year, our partners harnessed the transformative power of Microsoft's Cloud and AI platforms to deliver transformative solutions that redefine the boundaries of innovation. The energy and ingenuity across our ecosystem continue to inspire us. The 2025 honorees exemplify what's possible when technology and vision unite to empower customers around the world."

The 2025 Microsoft Partner of the Year Awards are announced ahead of Microsoft Ignite, which will be held Nov. 18-21 in San Francisco, California.