AI in business – what can it do for your business
B2B can’t afford to ignore AI anymore
Just a few years ago, artificial intelligence in e-commerce was the domain of futurists and experimenters. Today, it has become a daily tool in B2C businesses and is increasingly playing a key role in the B2B segment. Why? Because B2B is becoming more complex: more data, more processes, longer sales cycles, and growing customer expectations.
AI not only helps automate repetitive tasks, but also predicts customer needs, optimizes purchasing processes, and enables entirely new service models. It’s no longer a competitive advantage – it’s becoming the foundation of scalability and efficiency.
How AI is transforming B2B e-commerce in practice
In B2B, it’s not about the customer clicking “buy now.” The buying process involves dependencies, approvals, negotiations, and recurring orders. In this world, AI can take on several key roles:
First, it analyzes vast amounts of historical and transactional data, identifying the best times to engage, recommending complementary products, and predicting the customer’s next order. This isn’t just marketing automation – it’s behavior-based prediction.
Second, AI supports customer service. Chatbots trained on company-specific data can solve technical queries, suggest products, and check order statuses. They operate 24/7, are consistent, secure, and continuously learn from operational data.
Third, AI enables personalization at scale. A B2B customer can see a tailored homepage, industry-specific recommendations, and even personalized pricing in real-time. This fosters loyalty without the need for a salesperson at every transaction.
Where to apply AI now
AI has the most impact where data volume exceeds the human capacity for analysis, and where decisions are repetitive or predictable based on past patterns.
One key use is demand forecasting and automated inventory replenishment. AI analyzes sales data, seasonal trends, and client order history to anticipate product needs. This reduces both stockouts and overstocking, optimizing working capital and cutting logistics costs.
Another crucial area is dynamic pricing. AI factors in order volumes, seasonality, trading relationships, competitor activity, and promotions to adjust prices automatically. This boosts margins and improves offer-market fit.
AI also excels in anomaly detection – spotting system errors, fraud, or business risks early.
In customer service and sales, AI-driven automation accelerates responses and frees up sales teams. AI also supports lead scoring and sales forecasting, helping reps focus on high-potential opportunities.
Finally, AI-powered recommendations and content personalization increase conversion rates and deepen relationships with clients.
How Shopware supports AI adoption
Shopware’s API-first architecture and flexible data model make it ideal for AI integration. In combination with tools like ChatGPT, Lengow, Syte, Vue.ai, or Google Cloud AI, Shopware enables dynamic catalogs, personalized journeys, and automated sales processes.
Built-in features like rule-based personalization, dynamic CMS components, and integrations with pricing, recommendation, and support tools further extend AI capabilities.
Shopware acts as the presentation layer for AI systems drawing on ERP, CRM, PIM, or WMS data.
CREHLER – integrating AI with real B2B processes
At CREHLER, we don’t sell “AI as an add-on.” We implement it where it truly matters: in segmentation, personalization, automation, and data architecture. We help B2B companies use AI where it delivers value – scaling, prediction, optimization.
Wondering where to start with AI in your B2B shop? Let’s talk about real value and how to turn it into your advantage.
