Last month, we were invited to speak at Google Cloud’s Partner Embrace event in Austin, where leaders from across the ecosystem came together to explore the future of AI and cloud transformation. In our session, we laid out a vision that sparked real energy in the room.
What if we could flip the market share for collaboration tools, taking Google Workspace from 20 percent to 80 percent?
This post summarises what we shared at the event. It outlines our perspective on the AI shift that is already reshaping business technology, why we believe Workspace is uniquely positioned to lead, and how partners like Cobry are enabling real transformation through AI services.
The cloud was just the beginning
When we started Cobry in 2013, most businesses were stuck with clunky, expensive, and hard-to-use technology. IT often felt like a barrier rather than a help. Then Google Apps, now Google Workspace, came along and shook things up. It offered a simpler, smarter alternative at a lower cost.
Back then, ‘Going Google’ was about better security, greater scalability, and significant savings. But things have moved on. Today, the cloud is everywhere. The question is no longer whether to move to the cloud, but how to make it work harder for your organisation.
This is the AI transformation.
AI is now doing the heavy lifting. It automates repetitive work, summarises content, and helps teams generate ideas faster. But more than that, it amplifies human intelligence and decision-making across the business.
But most organisations still aren’t tapping into the full potential of their infrastructure. The technology is there. What’s missing is the strategy.
The Workspace advantage
This is the new battleground. To win net new customers, we must stop selling on the business impact of the past and start selling total transformation.
We win because Google Workspace is the best-value, most-integrated AI solution out there.
Integrated, not Bolted-On: Our competitors have to "bolt-on" AI to their legacy platforms, which creates data silos and security gaps. Google’s AI is the fabric of Workspace, not just a feature. With over 50 AI-powered features built directly in, the system has the context it needs at its fingertips, making it secure and efficient.
Rock-Solid Foundation: We win with the security, reliability, and scalability of Google’s core infrastructure. This strong backbone allows businesses to adopt AI systems effectively.
The Agentic Difference: We’re not just selling a chatbot; we’re giving our customers an agent that does work for them across their entire business. Whether it's the foundational tools like Gems and Notebooks or the lightweight automation of Flows, these solutions bring massive efficiency gains.
The real transformation comes with Gemini Enterprise. This is where we connect the customer’s entire technology and data stack to a single platform, providing employees with specialised tools and data sets. We are the only ones who can make this happen.
Human-Centred change
Technology alone doesn’t drive adoption. People do. That’s why our approach to change is shaped by our core values:
Human: We connect deeply with customers, building relationships by being easy, and even fun, to work with.
Curious: We constantly learn at Google’s pace to understand the latest releases and map them onto our customers’ needs.
Personalisation: We take care to truly understand a business’s goals so we can map the tech to the customer and help them outrun their competitors.
Nimble: Our team is dynamic and moves fast, whether it’s building a new offering or starting a sales motion.
Opinionated: Customers expect assertive guidance, not cookie-cutter solutions.
This operational model works. We recently proved this on our roadshow, which generated significant new pipeline because the market is starving for a real, integrated AI platform.
Transformation takes more than tech
The time is now. AI is the next great shift in business technology, just as the cloud was a decade ago. And the opportunity is too big to miss.
The demand for AI enablement is enormous, far more than any one Partner can handle. That’s why we need to think differently about partnership, working together to build an ecosystem that delivers collectively.
We don’t just sell licenses; we sell a guaranteed business transformation powered by our AI Enablement Services. This is our white-glove service to guarantee adoption. We handle everything:
Stakeholder engagement
Custom, department-specific training
Personalised communications
End-user support
Measuring success and proving the ROI of AI
Google builds the platform. Partners deliver the value. The customer gets the transformation.
Everyone wins when AI delivers real change.
