AI is everywhere – but how does it actually impact B2B? Beyond the hype, AI brings something fresh to the table: the power to handle B2B’s unique challenges with a smarter approach to automation.
This isn’t just about speeding up tasks; it’s about enabling hyper-targeted product recommendations, scaling content generation, and automating order processing to reduce manual errors.
For those who joined our recent webinar, “AI 101 for B2B eCommerce: From Basics to Business Impact,” these benefits are not news.
Our VP of Product, Itay Braverman, joined our partners Jody Pillard and Matt Putnam from Hammer Commerce, to share a grounded look at what AI can actually do for B2B. Together, they peeled back the curtain on how AI is simplifying operations, supporting customer needs, and, yes, even making sales reps’ lives easier.
Here’s the recap of key insights they shared – and why AI in B2B might just be the partner you didn’t know you needed.
AI in B2B: A Foundation Built on Practical Needs
Jody kicked off the session with a quick history lesson on AI, from the early days of machine learning to the advanced generative AI we know today.
In B2B, though, AI isn’t here to “wow” – it’s here to work.
B2B eCommerce has layers of complexity that make it a perfect fit for AI-driven solutions: unique pricing structures, multi-tiered decision-makers, and long sales cycles that demand careful coordination.
It’s an environment where AI shines by handling repetitive, data-heavy tasks that bog down teams, like processing purchase orders in every format imaginable (yes, even faxes!) or managing routine inquiries through AI chat tools. This automation doesn’t just save time; it frees up sales reps to focus on high-value tasks that really move the needle.
The Power of Personalization in B2B with AI
Building on AI’s ability to simplify those repetitive tasks, it also brings a new level of personalization to B2B – something that’s typically been more common in B2C.
As Matt explained, AI now enables B2B companies to offer smarter product recommendations and more relevant search results based on a deep history of customer data. Rather than calling a sales rep for simple requests, customers can quickly find what they need themselves – which aligns perfectly with today’s preference for self-service and efficiency.
But AI’s role doesn’t have to stop with the customer experience. Ideally, it could support sales teams, too, by offering timely suggestions based on past customer interactions.
Imagine a rep logging in to see, “Remember that client who orders in bulk every quarter? Might be time for a check-in.” It’s a vision that’s not fully realized yet, but the potential is clear – giving reps data-backed suggestions rather than leaving them to guess what each customer might need. Call it a crystal ball for B2B – or at least a reliable nudge in the right direction.
Driving Adoption of AI in B2B
Wrapping up, Itay addressed a classic B2B struggle: getting customers to actually use the platforms built for them. Launching a B2B eCommerce platform is one thing – making it as appealing as, say, a one-click order on Amazon? Now that’s the challenge.
Related eBook: If You Build It, Will They Come? – Proven Strategies to Drive Adoption for B2B Technology
But that’s exactly where AI shines. OroCommerce’s roadmap includes AI-powered features like automated PO processing and a helpful virtual agent that acts like a digital assistant (both are now in Beta).
Imagine a client looking for the right fasteners and finding the options they need, instantly. Instead of scrolling endlessly (or getting on the line with a rep), the AI steps in, helping customers browse through catalogs and even making smart suggestions based on past orders.
After all, in a world where B2B is racing to modernize without losing that personal touch, why shouldn’t B2B eCommerce platforms step up to the challenge? OroCommerce’s vision is to blend automation with that personalized B2B experience that sellers and buyers can’t imagine doing business without.
