AI Content Gap: What 75 Business Central Partners Reveal
- Jon Rivers
- Sep 26
- 7 min read
Introduction: The AI Conversation Partners Can’t Ignore
Artificial intelligence (AI) and Microsoft Copilot are no longer “nice-to-have” features; they’re central to Microsoft’s entire strategy for Microsoft Dynamics 365, Business Central, and the broader productivity stack.
Every keynote, every release wave, and every Microsoft event reinforces the same message:
AI is the future of work.
Customers are picking up on this.
CFOs are asking how Copilot can speed up financial close.
Operations leaders want to know if AI can help predict supply chain disruptions.
Customer service managers are wondering if AI can finally help their teams respond faster and smarter.
In short: your clients are already asking about AI. And if you, as a Microsoft partner, don’t have a clear message about how you can deliver AI and Copilot-enabled solutions, those prospects will find someone who does.
That’s why we conducted a review of over 75 Microsoft Dynamics 365 Business Central partner websites, which uncovered a significant AI content gap across the ecosystem.
The results revealed a significant AI content gap; some partners are already taking action, but many remain silent.
And silence, in this case, means missed leads, reduced visibility, and lost opportunities.
Table of Contents
Homepage Mentions
Dedicated Pages
Blogs & Thought Leadership
Case Studies & Proof Points
Customer Demand is Rising
Microsoft’s AI-First Messaging
SEO & AI Search Visibility
Establishing Thought Leadership
Proof of Customer Success
Start with the Homepage
Create a Dedicated Page
Blog Regularly
Highlight Case Studies
Leverage Multiple Formats
The State of AI & Copilot in the Dynamics Partner Ecosystem
Our review of more than 75 Business Central partner websites revealed a surprising truth: while Microsoft has made AI and Copilot the centerpiece of its entire Dynamics strategy, the majority of partners are still barely talking about it online.
The numbers are concerning, with only a fraction highlighting AI on their homepage, even fewer building dedicated pages, and almost none backing up claims with case studies.
This silence isn’t just a missed marketing opportunity; it risks creating a credibility gap with customers who are actively looking for proof that their partner can deliver on Microsoft’s AI vision.
Here’s how the numbers break down across homepage mentions, dedicated pages, blogs, and case studies:
Homepage Mentions
Only 22% of partners referenced AI or Microsoft Copilot on their homepage. For some, it appeared as a small tagline, “Powered by AI,” while for others, AI was positioned as a central part of their value proposition.
That means nearly 4 out of 5 partners still make no mention of AI at all on their front page, despite it being top of mind for both Microsoft and customers.
Dedicated Pages
Just 13% of partners had a dedicated page for AI or Microsoft Copilot.
These pages typically focus on Copilot in Business Central, Copilot for Sales, or AI services within the Power Platform.
This is a critical gap.
Dedicated pages are where buyers go to understand your offering in detail and where search engines (and AI-driven tools like ChatGPT, Gemini, and Microsoft Copilot itself) pick up clear signals about your expertise.
Blogs & Thought Leadership
A little more than half, 56% of partners, had at least one blog post mentioning AI or Copilot.
However, many of these were one-off posts tied to major Microsoft announcements.
Only a handful of partners are publishing consistent blogs that dive into real-world applications of AI, such as automating bank reconciliations, predicting late payments, or streamlining customer service.
Case Studies & Proof Points
The weakest area, by far, was that not a single partner we reviewed showcased customer stories or case studies tied to AI or Copilot.
0% of Microsoft Dynamics partners have AI case studies. The credibility gap is wide open.
This absence is striking because case studies are also the most important category for building credibility.
Without proof points, customers may dismiss AI as just another buzzword.
Even small pilot stories, such as a faster month-end close, improved inventory accuracy, or productivity gains with Copilot, can turn theory into evidence.
Right now, partners are blogging about AI and mentioning it on their homepages, but no one is showing proof of real-world results.
That gap leaves the door wide open for forward-thinking firms to differentiate themselves by being the first to highlight tangible success.
Why AI Content Matters for Microsoft Dynamics Partners
If the numbers from our research tell us anything, it’s this: staying silent about AI and Copilot is no longer an option.
Customers are looking for answers, Microsoft is pushing an AI-first vision, and competitors are already filling the gap.
Content about AI isn’t just marketing fluff; it’s how partners prove relevance, align with Microsoft’s strategy, and build the trust needed to win new business.
Customer Demand is Rising
Business leaders aren’t asking if they should use AI. They’re asking how AI will make their lives easier.
“How will AI reduce manual data entry in my finance department?”
“Can AI help me identify supply chain risks before they happen?”
“Will Copilot make my sales team more productive in Dynamics 365?”
If you can’t answer these questions with content on your site, blogs, or customer stories, buyers will assume you don’t have the expertise.
Microsoft’s AI-First Messaging
Microsoft has placed Copilot at the heart of Dynamics 365, Business Central, and Microsoft 365.
If your messaging doesn’t reflect that, you look out of sync with Microsoft and potentially less attractive as a co-sell or referral partner.
SEO & AI Search Visibility
The way people search for solutions is changing.
Traditional search still matters, but AI-powered search engines like ChatGPT, Copilot, Gemini, and Perplexity are increasingly shaping buyer journeys.
These tools reward fresh, authoritative content.
If your site doesn’t mention “Dynamics 365 Copilot for Finance” or “Business Central AI,” you risk being invisible in both traditional and AI-driven searches.
Establishing Thought Leadership
Content isn’t just about being found. It’s about proving you know what you’re talking about.
Blogs, webinars, and insights demonstrate that you understand AI in context and can guide clients through adoption, not just implementation.
Proof of Customer Success
We recognize it’s still early days for AI and Copilot in Business Central, but that makes proof points even more important.
At the end of the day, buyers don’t just want to hear promises; they want to know if it works.
Even small case studies that show measurable outcomes, “30% faster month-end close with Copilot,” or “reduced stockouts by 20% using AI demand forecasting,” can build confidence.
Without these stories, AI risks being dismissed as hype rather than a proven tool for driving business results.
Best Practices for Sharing AI & Copilot Content for Business Central Partners
So, what should partners do?
Based on our research and best practices, here’s where to start:
Start with the Homepage
Even a simple mention, “Helping you unlock the power of AI and Copilot in Dynamics 365,” signals to visitors (and search engines) that you’re relevant.
Create a Dedicated Page
Build a page focused on AI and Copilot. Cover:
What Copilot is.
How it works in Business Central.
The business scenarios you support.
Links to blogs, case studies, and events.
Real-world example: LBMC Technology Solutions showcases a well-structured Copilot page labeled “Dynamics Copilot” under its ERP menu.
This page clearly explains how Copilot enhances workflows (like document creation, email drafting, and data analysis) and highlights Copilot Studio, a powerful tool for creating custom AI agents tailored to business needs.
By modeling your page on this kind of clarity and functionality, you’ll send a strong signal of expertise and alignment with Microsoft’s AI-forward positioning.
Blog Regularly
Don’t stop at one post. Publish insights on:
Automating bank reconciliations with Copilot.
Predicting late payments with AI in Business Central.
Copilot for Sales productivity.
AI-powered reporting in Power BI.
Highlight Case Studies
If you’ve piloted AI with clients, share the results. Even small wins count.
Leverage Multiple Formats
Don’t rely only on written blogs.
Repurpose into:
LinkedIn posts with customer stories.
Short explainer videos.
Webinars walking through AI in Business Central.
Meet customers where they are, in the format they prefer.
The Risks of Staying Silent
If you’re not talking about AI and Copilot, here’s what’s at stake:
Missed leads: Buyers assume you don’t have AI expertise and go elsewhere.
Competitive disadvantage: Rivals that showcase AI will win mindshare and deals.
Microsoft visibility: Partners not aligned with AI risk losing co-sell opportunities and Microsoft referrals.
Search invisibility: Without AI content, you’re unlikely to surface in AI-driven search engines that buyers increasingly use.
Final Thoughts: Time to Lead the AI Conversation
AI isn’t optional. Microsoft has made it the centerpiece of Dynamics 365, and customers are demanding answers.
Our research across 75+ Business Central partners reveals that while some are actively engaging, the majority remain silent.
That silence creates opportunity: if you step up and own the AI conversation now, you’ll differentiate yourself in a crowded market.
Here’s the call to action:
Audit your website and content.
Ask yourself: “Do we mention AI on our homepage? Do we have a dedicated page? Do we have blogs or case studies?”
If not, start closing those gaps today.
In the new Microsoft ecosystem, partners who discuss AI and Copilot will lead the conversation and secure the business.
Only 13% of partners have dedicated AI (Microsoft Copilot) web pages — the gap is real, but so is the opportunity.
Jon Rivers
Jon Rivers is the Co-Founder and COO of Marketeery. His technical background and sales and marketing skills enable him to understand solutions quickly and help drive more effective marketing campaigns. He's an international top-rated speaker. You can find Jon on LinkedIn.