Sebastiaan Verhaar, CEO of Sana Commerce, discusses how AI is playing a crucial role in the ongoing transformation of B2B commerce to a digital-first approach. While AI is often seen as a buzzword, it is also a valuable tool for saving time and enabling important technological advancements. Verhaar identifies three key groups of AI applications for B2B e-commerce: generative AI, analytics AI, and AI assistants or co-pilots. Many B2B customers are already implementing AI in practical ways to address specific use cases and improve productivity.
Generative AI involves using creative power to generate content, such as product information for B2B sellers with complex products and extensive SKU lists. This can result in significant time savings and increased productivity. Analytics AI focuses on reading and analyzing web store data to improve efficiency and drive business growth through personalized experiences for buyers. AI assistants combine generative and analytics AI to deliver smart content in real-time based on customer behaviors and profiles, improving the overall purchase journey for buyers.
Verhaar recommends starting small with specific goals and use cases when implementing AI in B2B e-commerce programs. By focusing on customer needs and analyzing data to understand what drives customer behavior, businesses can identify critical use cases where AI can drive results. Addressing issues like lack of accurate information on delivery times, pricing, stock levels, and product information can lead to improved customer satisfaction and increased online orders. AI and integrated data play a key role in solving these challenges.
Forbes Business Council is a leading organization for business owners and leaders focused on growth and networking. Membership in the council provides opportunities for business owners to connect with other industry leaders and access valuable resources for business growth. Verhaar’s insights on AI in B2B e-commerce highlight the importance of leveraging technology to drive innovation, improve customer experiences, and stay ahead in a rapidly evolving digital market.
