Several CRM tools offer amazing new capabilities, but that’s just the start. Cross-selling technologies, recommender engines for websites and customer service reps, marketing automation platforms, new ways to target prospects on the web – the list of AI-powered tools is growing rapidly.
We spoke with our resident AI expert and co-founder Jonathan Bein about his upcoming presentation at Applied AI for Distributors, June 4-6, 2024, in Chicago, where he will describe these technologies, how they can benefit you and how you can get started.
Bein has worked with over 100 distributors to apply advanced analytics and AI to improve customer experience, define value proposition, estimate sales potential and create digital strategy. He earned his Ph.D. in Computer Science at the University of Colorado with a focus in Artificial Intelligence and his BA in Computer Science at Indiana University.
Join us for the Applied AI for Distributors conference, June 4-6 in Chicago. Learn more.
Distribution Strategy Group: What’s your core message to the distribution industry about AI?
Jonathan Bein: There are very practical applications, whether it’s cross-sell, upsell, substitute, reorder, growing wallet share and more. AI can help salespeople and marketing teams today.
For example, in the next two or three years, we will start seeing the ability to orchestrate complex marketing campaigns, and those complex marketing campaigns will be more effective because they’re better targeted. Measurement will be built in as well. And the selection of audience or recipients will be built into the crafting of content. You’re going to see a huge effectiveness and efficiency play in marketing with AI. You really will be able to go to segments of one with AI in the near future.
Related: How Distributors Will Use Artificial Intelligence in Marketing in 2028
We’re also going to see things that were formally done only by people shifting to intelligent bots. Until recently, those were only things that humans could do. Now, if I need to buy something again, I don’t need a human. If I need to buy another product in a category, that’s also easy. We’re going to see a transformation of what’s happening in the shopping and buying phases of the customer’s journey.
DSG: When you talk to distributors, how do they feel now about AI and its possibilities in their businesses?
Bein: The first six months after ChatGPT, there was shock and awe and fear. I’m sure there’s still fear, but as they start working with it, they are getting excited about it.
DSG: Every vendor is now talking about AI and how it plays a part in their solution. How do you know if the vendor you’re working with is actually leveraging AI power in their tool?
Bein: I don’t know if it matters in a sense – if it’s delivering the benefit. Why do you want it to be AI- based? Don’t you just want it to do a good job?
DSG: In other words, make sure you’re evaluating technology to meet your business need, not just to get AI.
Bein: Yes, exactly. But technology companies are really making AI accessible. At our upcoming Applied AI for Distributors Conference, they will really show you how to move forward. There’s a lot of acumen out there now.
DSG: Why should distributors attend Applied AI for Distributors this year?
Bein: You’re going to come away with an understanding of where the applications are now, where they’re going and how to get going. It’s very simple. We are also focused on the companies that can help you. It’s going to be very grounded.
