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In this episode of MSP Mindset, we're joined by Ben Smoker, CEO of Sota, a top 10 MSP in the UK, about why Sota chose to dogfood AI internally before selling it to customers. Instead of leading with tools or rushing a new offer to market, Sota spent months testing AI across finance, HR, compliance, sales, service, and back-office workflows to understand what actually saves time, where governance matters, and how MSPs can create meaningful client outcomes with AI.

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📺 Watch on YT: https://www.youtube.com/@mspmindset