As AI becomes a defining force in modern business operations, IT Optimization is working to help organizations, particularly those in Gloucestershire and the South West, deploy AI in smart, secure and sustainable ways.
In our latest interview with SoGlos, we speak with Todd Gifford, Managing Director, B Corp Certified Managed Service Provider, to discuss how AI is transforming the customer journey, enhancing cybersecurity, and increasing efficiency, while staying true to our “Earth First” ethos.
From demystifying “AI magic” to implementing real-world automation and predictive analytics, Optimize IT outlines what businesses need to know to survive the next era of digital innovation.
Can you describe the customer journey in IT optimization? How has this changed with the introduction of AI in the workplace?
In IT optimization, the customer journey is all about partnership and clarity.
We start by listening to what our clients need, planning their goals, and understanding their pain points. From there, we design customized solutions and deliver them with minimal effort, providing ongoing support that is proactive rather than reactive.
The addition of AI makes the journey even more dynamic. AI can help automate routine tasks, predict problems before they occur, and personalize support.
For example, an AI-powered triage system can speed up ticket resolution and help clients get the right expertise quickly.
result? Deliver faster responses, smarter insights, and a truly seamless experience from onboarding to ongoing support. Customers notice the difference: less wait time, more value, and a service that evolves with their needs.
What is the difference between your company's AI consulting department and a more general IT consulting department?
Our AI consulting focuses on practical outcomes.
While traditional IT consulting covers everything from infrastructure to cloud migration, our AI consulting focuses on how artificial intelligence can drive real business value: automation, data-driven decision-making, and smarter workflows.
We're not just talking about AI. Implement it in a way that makes sense for each client.
This means demystifying the technology, setting realistic expectations, and ensuring that all AI projects are aligned with business goals. We're here to deliver tangible improvements: increased productivity, increased security, and unlocking new insights from your data.
Do some clients expect “AI magic”? How do you manage that expectation?
Yes, AI is a hot topic, and some clients come to us expecting instant miracles.
We will address this issue head-on through honest conversations. Explain what AI can and cannot do, set clear milestones, and focus on achievable outcomes.
It's about transparency, education, and getting everyone grounded in reality. We believe it's better to underpromise and overdeliver than the opposite.
What are the most common problems that people come to you for help with?
The big ones are process automation, data analytics, and security.
Clients want to streamline repetitive tasks, understand their data, and stay ahead of cyber threats.
There is also a lot of interest in AI-powered customer support and predictive analytics. This is basically anything that helps you do more with less and stay competitive.
How do you integrate AI into your cybersecurity products?
AI is transforming cyber security.
We use AI-driven tools to monitor your network in real-time, detect anomalous behavior, and alert you to threats before they escalate.
Automated incident response means you can respond to problems immediately, isolate affected systems, alert appropriate personnel, and roll back changes if necessary.
Our approach combines the speed and accuracy of AI with human expertise. AI handles the heavy lifting, scanning logs, finding patterns, and prioritizing alerts, while a team of security experts focuses on strategy and complex investigations.
This blend ensures client safety and frees up your team to focus on higher-value work.
IT optimization has an “earth-first focus.” How do you balance being green without stifling AI innovations that are known to impact the environment?
We take our environmental responsibilities seriously. As a certified B Corp, we are committed to sustainable practices across the board. When it comes to AI, we consider its energy footprint, so we choose cloud providers with strong sustainability credentials to optimize models to increase efficiency and offset our carbon footprint.
Innovation doesn't have to come at the expense of the planet. We are actively exploring ways to use AI to drive sustainability, including optimizing energy use in IT systems and supporting our clients' environmental goals.
It's important to make wise choices, measure impact, and always look for ways to deliver better results.
You can track our progress on Ecologi's impact page. We are close to planting 20,000 trees and supporting projects that reduce emissions.
We also focus on minimizing the amount of old kit that goes into recycling. We always prefer reusing.
How do you think AI will continue to change the nature of IT managed services?
AI is poised to fundamentally transform managed services.
We are already seeing AI automate routine maintenance, predict hardware failures, and optimize network performance.
In project management, AI helps with resource allocation and risk assessment, making delivery smoother and more predictable.
In the future, expect more proactive support, including systems that heal themselves, backups that adapt to usage patterns, and strategies that evolve in real time based on data.
The IT team's role will shift from firefighting to strategic enablement, AI will take care of the basics, and our team will focus on innovation and growth for our customers.
How is Optimizing IT preparing to address these changes and remain at the forefront as a technology company?
We invest in people, platforms and partnerships.
This means continuing to train, adopt best-in-class AI tools, and stay connected to the latest industry developments. We also work closely with our clients to pilot new solutions and share best practices.
Our goal is simple. It's about always staying ahead of the curve so our clients can do the same.
