Clients are navigating a perfect storm of regulation, deeper cyber threats and complex AI disruption. Valerie Merrill explores why off-the-shelf training and tech no longer cut it, and how providers must shift towards customised, compliance-savvy solutions that reflect the real challenges facing today’s organisations and the people who power them.
The maxim “if you build it, they will come” has long shaped the ambitions of IT innovators and training providers. Also, as trainers we do have preferences over the courses that we like to deliver or our “sweet spots”. For example, project managers often love to train and work with managers overhauling their processes in line with product features and functionality.
The needs of our clients have evolved, and so too must the strategies of those who serve them
The assumption is simple: create a technologically sophisticated product, course or platform, and clients will naturally flock to it, eager for the benefits it promises. Today’s dynamic business climate is marked by regulatory transformations such as the latest General Data Protection Regulation (GDPR) updates and the EU Act, the ever-present threat of cyber risks, and the rapid adoption of AI tools like Copilot and ChatGPT and means that this approach risks missing the mark. The needs of our clients have evolved, and so too must the strategies of those who serve them.
Beyond building: Understanding true client needs
While technical excellence is crucial, the era of “build first, ask later” is waning. Organisations are increasingly seeking solutions that are not merely impressive, but are directly aligned with their business objectives, regulatory obligations, and workforce realities. A product that dazzles without addressing practical implementation, compliance, or security concerns often languishes unused.
Although some customers have visions and bespoke software and/or bespoke training designed specifically for them, in the current economic client this is getting less so. Interestingly, recent calls and discussions I’ve had have all been about GDPR, cyber security and AI, with some executive coaching thrown in – all customised nothing straight out of the box. Is this a new wave: very specific and very tailored?
The regulatory wave: GDPR and the EU Act
Recent changes to GDPR and the introduction of the EU Act have raised the bar for data stewardship, privacy, and ethical tech deployment. Clients are under ever-greater pressure to demonstrate compliance, not only to avoid fines, but to maintain customer trust and brand integrity.
For IT and training providers, this means that generic, one-size-fits-all solutions are no longer sufficient. Tailored offerings that incorporate up-to-the-minute regulatory knowledge, provide clear audit trails, and facilitate staff understanding are paramount.
Cybersecurity awareness: From box-ticking to culture change
Cyber risks have become a daily reality. Phishing, ransomware, and social engineering attacks are growing more sophisticated, often exploiting human error rather than technical flaws. Accordingly, clients want detailed awareness modules and compliance checklists.
They also need immersive, ongoing training that drives genuine behaviour change and systems that can adapt to new threats whilst providing actionable data on employee engagement and vulnerability. IT partners who merely “build” solutions without considering real-world risk profiles or usability have work to do.
AI Copilot and ChatGPT: Power meets practicality
The integration of AI tools, such as Copilot and ChatGPT, into business environments is accelerating. These systems offer enormous potential for productivity, creativity, and support, but also introduce novel challenges.
Clients are wary of privacy issues, data leakage, and the risk of over-automation. What they truly want is not just access to the latest AI, but guidance on safe, ethical, and effective deployment—training that goes beyond the interface to explore best practices and what it really means for them in their organisation. Responsible use, and compliance with new EU regulations around AI transparency and accountability should be an obvious outcome.
Build with, not for
Success in the current IT and training landscape demands more than innovation for its own sake. Providers must move beyond the “make it and they will come” mindset, embracing genuine client partnership, continuous feedback, and a laser focus on the regulatory, security, and practical realities of today’s businesses. Only then will organisations not just come, but stay, grow, and thrive.
Valerie Merrill is Director of Merrill Consultants
