Wednesday, Chicago was buzzing. Day Two of the Applied AI for Distributors Conference wasn’t about theory or future hype. It was about execution. Speaker after speaker shared practical, real-world applications that are transforming the way distributors sell, plan, hire, and deliver. If you’re still waiting for a sign to act on AI, this was it.
Here are five big lessons distribution leaders can’t afford to ignore:
AI Is Already Transforming Sales Teams, and It’s Not Just CRM 2.0
Benj Cohen from Proton AI broke down what’s really killing sales performance, and it’s not your comp plan. Sales reps are drowning in busywork. Some are spending up to 72% of their week on admin tasks like quoting, order entry, and digging through customer history.
AI isn’t just helping them work faster, it’s flipping the script entirely. From prioritizing accounts and surfacing cross-sell suggestions to summarizing calls and flagging quotes ready to convert, tools like Proton’s Pronto are helping reps be proactive instead of reactive.
Takeaway: If you want to grow faster without hiring an army, get your sales team AI support that actually works with your ERP and customer data.
AI-Driven ERP Isn’t a Luxury, It’s How You Compete on Intelligence
Tejawsi Mukkala from Infor laid out how today’s ERP platforms, when infused with AI, do a lot more than store transactions. They’re becoming real-time, decision-driving engines.
We’re talking machine learning models that can predict demand, surface pricing opportunities, alert buyers about availability gaps, and even recognize patterns in unstructured data. Add in automation for cleaning and migrating data, and you’ve got a system that saves time and helps teams work smarter, not just faster.
Takeaway: Stop treating your ERP like a digital filing cabinet. The winners are using it like a cockpit.
AI Can Heal Your Product Data, and That Changes Everything
Alok Pradhan from Turn showed how the technology provider built a purpose-built ERP with a full AI stack just for wholesale distributors. The most compelling part? The AI doesn’t just suggest what to do, it
continuously improves your product data, learns from real-world use, and makes your reps more valuable over time. One standout: Their AI assistant for inside sales reps goes beyond surfacing SKUs. It understands your full product data layer, identifies missing info, plugs gaps, and helps reps act more like advisors. It even improves as reps upload spec sheets or interact with customers.
Takeaway: Your sales, pricing, support, and inventory planning are only as good as your product data. AI can clean it, enrich it, and turn it into your biggest asset.
HR Isn’t Safe from AI, and That’s a Good Thing
Tracie Sponenberg didn’t sugarcoat it. HR has been running on outdated tools and processes for too long, and it’s catching up with us. Frontline workers are stressed, feel disconnected, and are open to change. AI offers a way out if we use it right.
From resume screening and employee recognition to shift trading and predictive retention
alerts, AI is finally making HR about people again, not paperwork. But Tracy was clear: Don’t let AI reinforce bad habits. Use it to listen, personalize, and lead with empathy.
Takeaway: People still matter most, but AI can help you treat them like it.
The ROI Gap Between AI Adopters and Wait-and-Seers Is Growing
There was a recurring message across every session, whether it was ERP, sales, HR, operations: Companies that are experimenting with AI now are starting to lap the competition. They’re finding wins in pricing file automation, customer service, onboarding, and sales acceleration. And those wins are compounding. On the flip side, those who are still “watching and waiting” are falling behind, and the gap is widening fast.
Takeaway: Don’t let fear or perfectionism delay your first step. Start with a small pilot, define success clearly, and learn fast.
Final Thought
You don’t have to overhaul your business overnight. But if you’re not starting somewhere, you’re standing still, and the industry isn’t. The AI conversation in distribution has officially moved from the lab to the loading dock. Now it’s just a matter of leadership.
Your move.
With over 25 years of leadership in supply chain, logistics and global distribution strategy, Will Quinn is a recognized authority in warehousing and distribution operations. A U.S. Marine Corps veteran, he spent 12 years mastering discipline, adaptability and leadership — qualities that have fueled his success in managing high-impact distribution networks for companies like Grainger, Coca-Cola, MSC Industrial Supply, WEG Electric and Cintas. As a former global distribution strategist at Infor, he spent four years helping businesses bridge the gap between cutting-edge technology and real-world distribution challenges. Will holds a Master of Science in Supply Chain Management from Elmhurst University.