2025 Agenda
Applied AI For Distributors
Join distribution leaders June 24-26, 2025, to discover how AI is already creating market leaders and leaving others behind.
Agenda
10:30 AM – 11:45 AM
Optional Workshop
Pre-Show Strategy Session | Distribution 2030: AI-Driven Transformation
The first 75 conference registrants are invited to an exclusive pre-conference strategy session. Jonathan Bein, PhD, and Ian Heller of Distribution Strategy Group will outline how distributors can leverage AI to stay competitive and thrive through 2030.
Ian Heller, Co-Founder & Chief Strategy Officer
Distribution Strategy Group
Learn More
Ian Heller has more than 30 years of experience executing marketing and e-business strategy in the wholesale distribution industry. He has written and spoken extensively on the impact of digital disruption on distributors.
Ian entered the distribution industry as a truck unloader at a Grainger branch while in college. He eventually became Vice President of Marketing there and has since held senior executive roles at GE Capital, Corporate Express, Newark Electronics and HD Supply. Ian most recently served as President and COO for Modern Distribution Management, a specialized information and analytics firm serving the wholesale distribution industry.
Ian earned a BA in History from Roosevelt University and an MBA from the Kellogg School of Management at Northwestern University, where he was elected commencement speaker by his classmates and won the Dean’s Distinguished Service Award.
Jonathan Bein, PhD, Co-Founder and Managing Partner
Distribution Strategy Group
Learn More
Jonathan Bein, Ph.D., is the co-founder and Managing Partner of Distribution Strategy Group. At the conference, to be held in Chicago on June 4th–6th, Jonathan will deliver the keynote, “AI Driven Revenue Growth.”
He’ll explore how AI can bring new levels of effectiveness and efficiency to areas like:
- Salesforce management
- Customer relationship management
- Cross selling and upselling
- Marketing automation and campaign management
- Digital marketing
- eCommerce capabilities
Jonathan Bein Ph.D. 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.
Before Distribution Strategy Group, Bein has successfully led and been part of executive management for software product and services companies in information technology, healthcare and communications. Bein has been CEO of several companies. 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.
Sponsored By
12:00 PM – 12:15 PM
Welcome + Agenda Review
Conference hosts Ian Heller and Jonathan Bein preview the conference!
12:15 PM – 1:15 PM
Keynote – Designing an AI-Enabled Business
In today’s fast-paced business environment, leveraging generative AI isn’t just a trend—it’s a game changer. With potential productivity boosts of up to 200% and $14 trillion in new value on the horizon, businesses face a crucial decision: adapt or fall behind. Yet, many leaders are stuck navigating a sea of hype without clear, actionable guidance on integrating AI effectively.
Join Trent Gillespie in this engaging keynote, where he cuts through the noise to deliver practical steps for transforming your business into a powerhouse of AI-driven growth and innovation. Drawing on his vast experience—from spearheading global growth at Amazon to leading Stellis AI’s cutting-edge AI advisory work—Trent demystifies generative AI, offering a clear roadmap to build organizations that can harness its power. Attendees will be ready to turn AI potential into real, tangible success.
Trent Gillespie, CEO
Stellis AI
Learn More
With over 25 years of experience in technology leadership, Trent Gillespie demystifies and harnesses the power of generative AI to help organizations drive growth and unlock new opportunities for innovation.
In today’s fast-paced business environment, leveraging generative AI isn’t just a trend—it’s a game changer. AI is causing business leaders to face the largest disruption of their careers, but few have the knowledge or experience to navigate the challenge successfully.
Trent Gillespie helps simplify and demystify the complex, dynamic landscape of AI. Drawing from decades of experience in tech innovation and hands-on application of AI, Trent shares invaluable insights and actionable strategies that can be put in place immediately. Audiences walk away from his keynotes empowered to turn AI potential into prosperity.
With a global perspective on AI and technology, Trent’s journey encompasses years of unrivaled expertise and transformative insights. His leadership prowess is epitomized by his near-decade as a Senior Technology Leader at Amazon. There, he championed Amazon’s worldwide growth across every business and geography, masterminded Alexa’s global privacy and compliance blueprint, and steered the revolutionary Last Mile Technology—the backbone of Amazon’s delivery mechanism. Today, Trent is CEO of the VC-funded startup Stellis.AI, helping organizations of all sizes and types adapt to the AI revolution, and harness its power to drive growth. Trent stands as a beacon in the AI landscape, offering transformative keynotes and training sessions that empower businesses to catalyze prosperity.
1:15 PM – 2:00 PM
Welcome Event Innovation Partners!
A brief introduction round for event sponsors where each sponsor is given 1 minute to introduce themselves, share their core offerings, and explain how they align with the event’s mission.
2:00 PM – 3:00 PM
Official Exhibit Hall Opening and snack break
Connect with your peers and Sponsors in the Exhibit Hall for a networking break. Enjoy complimentary beverages and snacks as you mingle, exchange ideas, and explore opportunities. Don’t miss this chance to make meaningful connections.
3:00 PM – 3:30 PM
A Series
Get ready to customize your conference experience with our dynamic lineup of concurrent sessions! With three sessions running simultaneously, each offered by leading tech innovators, you’ll have the chance to choose the topics that resonate most with you. The conference includes a total of 9 concurrent series available for you to chose from.
Track 1
More information
Turn AI Into Real ROI: 3 Proven Strategies Driving 23%+ Growth for Distributors
Tired of hearing about AI but not seeing the results? This session cuts through the noise.
We’ll walk through the real story of how a distributor added 23% in revenue in just nine months – using practical, proven AI strategies that you can put to work immediately.
Here’s what you’ll take away:
- Slash Order Processing Time by 50%
See how AI eliminated manual entry work, giving inside sales reps more time to sell—and less time stuck typing. - Turn CSRs into Top Sellers
Learn how guided sales tools help CSRs quickly identify and close high-value opportunities—no sales training required. - Triple Your eCommerce Conversions
Discover the game-changing feature that lets buyers upload POs directly into their cart—making it effortless to order dozens of items in seconds.
If you’re in sales, finance, ops, or digital – and you’re ready to modernize how your team works – this session gives you a playbook you can use right away. No fluff, no hype. Just real wins from real distributors.
Come see what’s possible when AI actually delivers ROI.
Track 2
More information
6 Ways AI Is Being Utilized in E-Commerce to Make Money or Save Money
This session explores practical AI applications to help distributors make money or save money by using things like AI-powered product descriptions, recommendations, search, translations, meta tags, and more. Learn how AI and agents can transform your commerce workflows and boost your revenue.
Key Takeaways:
- Discover six practical AI applications in e-commerce that help distributors increase revenue and reduce operational costs.
- Learn how AI-powered tools—such as product descriptions, search, recommendations, and translations—can optimize commerce workflows.
- Understand how AI agents can enhance customer experience and drive efficiency across your e-commerce platform.
Track 3
More information
Revolutionizing ERP: How AI and Automation Are Transforming Business Operations
In this session, we will explore how AI and automation are reshaping traditional ERP business processes, enabling organizations to streamline operations, reduce manual workloads, and enhance decision-making. Through real-world examples, we’ll demonstrate how AI-driven technologies and intelligent agents are being applied to optimize core functions, driving efficiency and preparing businesses for the future of intelligent automation. Discover how integrating AI into ERP systems can elevate performance, improve customer experiences, and deliver measurable results across the enterprise.
Key Topics:
- AI-Powered Document Processing: Automating accounts payable with intelligent document recognition (OCR).
- Computer Vision for Asset Verification: Using image recognition to enhance accuracy in asset identification.
- AI Agents for Customer Service: Improving support response times and satisfaction through automation.
- Machine Learning for Delivery Optimization: Applying predictive analytics to increase delivery efficiency.
3:30 PM – 3:45 PM
Passing Break
3:45 PM – 4:15 PM
B Series
Track 1
More information
From Surviving to Thriving: AI’s Profit-Driven Future for Distributors Who Adapt
As growth in the distribution sector becomes increasingly constrained by economic headwinds, industry consolidation, and mounting operational costs, the next wave of competitiveness will come not from expansion—but from transformation. This session, “From Surviving to Thriving: AI’s Profit-Driven Future for Distributors,” will explore how artificial intelligence is fundamentally reshaping the distribution landscape, not through smarter sales enablement, but by revolutionizing the core operating model.
Through eye-opening industry data, real-world automation examples from leaders like Kroger’s fully autonomous warehouse, and a bold vision for the distributor of 2035, this session will challenge attendees to rethink their P&L, workforce structure, and growth strategy. We’ll dive into how AI is driving exponential gains in revenue and net income per employee, and why roles in finance, operations, warehouse and logistics may be mostly automated within the decade.
Designed for forward-thinking distribution leaders, this provocative talk will also spotlight the growing pressure of returns and warranties on the bottom line—setting the stage for a new era of AI-driven reverse logistics.
Learning Objectives:
- Understand AI’s Impact on the Distribution P&L:
Learn how AI and automation are transforming operational costs, boosting revenue and profit per employee, and reshaping distribution economics.
- Evaluate the Future Workforce in Distribution:
Explore how roles in finance, operations, purchasing, warehouse, logistics, and customer support will be augmented—or fully replaced—by AI, and what this means for the structure of the distributor of 2035.
- Identify Opportunities for Operational Automation:
Discover real-world examples of AI-powered CSR Functions, warehousing, reverse logistics, inventory optimization, Autonomous delivery, and more that are redefining the supply chain.
- Anticipate Hidden P&L Risks in Returns & Warranties:
Gain insight into how inefficient returns and warranty processes are becoming major profitability threats—and how AI can play a critical role in managing them.
Track 2
More information
Boost Same-Day Shipping and Order Accuracy with Conexiom AI
Satisfying your customers with accurate, on time orders begins at the first mile: when a customer sends in an order. Yet many distributors add unnecessary risk to every order they receive by still relying on manual effort to interpret and enter unstructured purchase orders sent via email, or even handwritten notes. Teams struggle to accurately enter new orders by your daily shipping cut-off time. Making it harder is that 3 out of 4 of those orders have wrong or missing info like part numbers or pricing that need to be caught, researched, and fixed. Worst of all, many of the most costly issues are from ‘repeat offenders’ inside and outside your company.
The result? A heavy burden on customer service teams, fulfillment delays, and costly errors that hurt both profitability and customer satisfaction.
Learn how new self-learning AI in the Conexiom Ideal Order Platform automates your toughest sales orders and helps you eliminate the costly sources of fulfillment issues by turning root-cause insights into an automated action plan.
What you’ll learn:
- Why the ‘first mile’ of order processing is the most overlooked driver of customer experience and cost to serve
- How, through a live demo, self-learning AI can now pinpoint action-oriented root cause insights and accurately automate all your orders, including the toughest unstructured order formats like emails, images, and handwritten notes
- Lessons from a distributor using AI to accurately automate complex inbound POs today
Track 3
More information
Navigating the AI Revolution: A Practical Guide for Distribution Leaders
The distribution industry stands at the cusp of a significant transformation driven by artificial intelligence. While AI buzz is prevalent, many distributors face the challenge of understanding its practical implications and how to leverage it for competitive advantage. This session will demystify AI and provide a clear roadmap for distributors seeking to lead this revolution, not just survive it.
We will begin by defining what AI truly means for your business, moving beyond the hype to explore the core concepts of machine learning, deep learning, and generative AI. We will address common concerns surrounding AI adoption, such as job displacement and security, offering a balanced perspective grounded in today’s reality.
Key takeaways include:
· Defining AI and its relevant branches for the distribution sector.
· Understanding the common barriers to AI adoption in distribution, including legacy systems and lack of in-house expertise.
· Gaining practical insights into how AI is currently being applied within ERP solutions to enhance operational efficiency, from automating accounts payable to improving supply chain management.
· Identifying actionable first steps your organization can take to begin exploring and implementing AI, emphasizing readily available tools and low-risk entry points.
This session aims to equip leaders with the knowledge and confidence to harness the power of AI and transform their businesses for the future.
4:15 PM – 4:30 PM
Passing Break
4:30 PM – 5:00 PM
C Series
Track 1
More information
Watch AI Agents in Action—From Prospecting to Customer Care
Chris Van Ittersum has dedicated over 20 years to helping distribution businesses grow sales, boost customer engagement, and streamline operations. As co-founder and CEO of SupplyMover, Chris leads the development of practical, AI-powered tools built specifically for distributors—making it easier to improve sales performance and customer support without dramatically expanding headcount or overhead.
In this session, you’ll get a front-row look at how AI-powered sales and support agents are transforming how distributors engage leads and serve customers:
- See live demos of AI agents making outbound calls to leads and customers.
- Learn how AI-driven voice and message outreach can scale engagement and follow-up.
- Explore how AI agents can handle customer care—answering routine questions and keeping accounts engaged.
- Understand how these tools integrate with your team to extend capacity without adding complexity.
If you’re looking to scale sales and support, automate busywork, and deliver better service without expanding your team, this session will show you how AI can be your most productive new team member.
Track 2
More information
RIP, CRM: Using AI to create the Anti-CRM CRM
Adam Honig hates CRM. So much so, he started a company to kill it. As the CEO of Spiro, he’s on a mission to replace traditional CRMs with something that actually works—especially for distributors. Chances are, your team hates CRM too. Or maybe you rejected it entirely. Adam will show you how, using AI, you can get all the benefits of CRM—without anyone actually using a CRM. Confused? Spiro eliminates data entry, updates itself, and gives your team full visibility into customer activity, so they can focus on selling, not software. This might just be the best demo you’ll see all year.
- Understand the common challenges and frustrations associated with traditional CRM systems, particularly in distribution.
- Explore how AI-driven tools like Spiro can replace traditional CRMs by automating data entry and activity tracking.
- Identify the benefits of using AI to enhance sales team productivity and visibility without relying on manual CRM usage.
Track 3
5:00 PM
Welcome Reception
Kick off the conference in style at the Applied AI 2025, Welcome Reception! Join us for an evening of connection, conversation, and celebration as you mingle with fellow attendees in the Exhibit Hall.
Enjoy a delectable selection of heavy hors d’oeuvres and a variety of drinks while you network and set the stage for an unforgettable event. Don’t miss this perfect opportunity to make new connections and reconnect with colleagues!
Sponsored By
7:00 AM – 8:00 AM
All Attendee Breakfast
8:00 AM – 8:15 AM
Welcome + What We Learned
Join Ian and Jonathan to kick off day 2! Hear about yesterday’s highlights and what day 2 has in store.
8:15 AM – 9:15 AM
Keynote – AI in Action: Delivering Real Value for Distributors
AI has moved from hype to a strategic priority, but many early adopters struggle to realize its full potential. How can distributors implement AI today in ways that drive real business value? This session will explore Sonepar USA’s approach to AI adoption, covering the foundational elements of success—data, governance, and culture—as well as practical applications that are making an impact. Learn how to identify high-value AI opportunities, foster innovation through citizen development, and prepare for what’s next in AI-driven distribution.
Learning objectives:
- Understand how distributors can pinpoint and prioritize AI applications that drive real business value.
- Learn the key elements for successful AI adoption, including data management, governance, and cultural readiness.
- Explore strategies to empower employees in AI-driven innovation and prepare for the future of AI in distribution.
Don Sarno, Senior Vice President
Digital Enterprise Americas, Sonepar
Learn More
Don Sarno is the Senior Vice President of Digital Enterprise for Sonepar Americas. Don joined Sonepar in 2017 as the Vice President of Applications Development. In this role, he focused on creating scalable, best-in-class solutions across Sonepar to support operational transformation. Don expanded this role to include Digital in 2020, rolling out and driving adoption of new solutions created directly for and with B2B electrical customers.
Don’s expertise, intelligence and proven leadership within the IT and Digital organization made him a natural fit to lead Sonepar’s Digital Enterprise in North and South America. Since 2022, Don’s vision and leadership have guided the digital enterprise transformation, helping Sonepar pursue their vision of being the world leader in offering omnichannel experiences in the B2B electrical and industrial markets. Don also focuses on planning and implementation of enterprise IT systems in support of business operations to improve cost effectiveness, service quality and business development.
Don received his B.S. from the University of Colorado in Electrical and Computer Engineering. He lives in Denver, Colorado, and enjoys coaching and watching soccer, horse riding, and bowling.
Sponsored By
9:15 AM – 10:00 AM
Panel Discussion: Combining Human and Artificial Intelligence to build the next Competitive Edge
Award-winning technology and finance executive Janet Zelenka will lead a fascinating discussion with a group of technology and HR leaders about how to combine the best of AI and human intelligence to create an intelligent, adaptive, and future-ready organization. Leveraging the unprecedented capabilities of artificial intelligence with the innate intuition, empathy and insights only humans possess can help leaders build capabilities that can enable superior value propositions and empower better organization cultures. Don’t miss this thought-provoking discussion that will explore the new boundaries of organizational design and effectiveness.
Janet Zelenka, Board Member, Former CFO/CIO
Stericycle and Essendant
Learn More
Janet is a Board member and Audit Committee Chair for private companies and most recently served and both CFO and CIO for Stericycle, a public company in the regulated healthcare waste industry. She combines her collaborative and transparent leadership style with her unique synthesis of finance and IT expertise to drive shareholder value. She is a respected and engaging thought leader who speaks on profitability, cash generation, artificial intelligence, IT, data, and governance.
In 2023, Janet was named to 2023 Crain’s Chicago Business Notable Leaders in Finance List and was awarded the 2023 Bronze Stevie Award for Technology Executive of the Year. In 2022 Janet won the 2022 Chicago Enterprise CIO of the Year ORBIE Award, the Chicago SIM CIO+ of the Year Award and was a finalist for the Chicago FEI CFO Public Company Award.
Paul Kennedy, President & CEO
DSG Supply
Learn More
Paul is an accomplished executive with over 30 years of experience in Plumbing, Electrical, HVAC/R and Waterworks distribution. He currently serves as President and Chief Executive Officer at DSG. His previous executive positions include President and COO of a Midwest based wholesale distributor specializing in HVAC/R, plumbing and waterworks products. Prior to that, he spent 19 years in senior management roles in both the U.S. and Canada for a large global plumbing distributor.
Paul serves as an independent director for The Bostwick-Braun Company, serves on the AD LLC board as well as the AD IESD board, and is the current Chairman for the National Association of Electrical Distributors (NAED). Octavio has a 20+ year track record of successfully leading the deployment of business-enabling technologies. As Vice President of Professional Services for Intershop North America, Octavio serves as chief product evangelist and as a trusted advisor to client leadership. He is responsible for defining a path to success for our customers looking to establish or modernize their B2B e-commerce business operations and technical architecture. This includes matching business goals, budget, timeline, and integration requirements to Intershop’s capabilities and professional services.
Deana Stanton, Vice President of Global Compensation
Kyndryl
Learn More
Deana Stanton is a seasoned Total Rewards executive with a strong track record in designing and implementing innovative compensation and benefits strategies for global, publicly traded companies. She has deep M&A experience, having recently led the HR function through a major public company acquisition. As Vice President of Compensation at Kyndryl, she drives the strategy, design and execution of compensation programs aligned with best practice and long-term business growth across 60+ countries. With a career spanning finance, technology, and other industries, she brings extensive experience in executive compensation, strategic development, and navigating complex regulatory landscapes.
Tracy Deuell, CIO/VP of IT
Bostwick Braun
Learn More
Tracy Deuell possesses over 35 years of experience in the technology sector that spans various industries including distribution, manufacturing, financial services, healthcare, and business services. As a CIO/Technology Consultant, he has successfully assisted multiple companies with the development, execution, and delivery leadership of their transformation initiatives. He currently serves as the Interim CIO/VP of IT at Bostwick Braun, an industrial supply distributor based in Toledo, OH, which services several states.
Mr. Deuell is dedicated to implementing artificial intelligence strategies to enhance operational efficiency and improve interactions among systems, employees, and customers. He is currently driving an AI roadmap strategy for Bostwick which includes Sales Order Automation, Purchase Order/Accounts Payable automation, inventory/demand forecasting, pricing optimization, and sales forecasting analytics.
10:00 AM – 10:15 AM
Beverage Break
10:15 AM – 10:45 AM
D Series
Track 1
More information
Cognitive ERP: Unlocking AI’s Potential Through the Power of Data Platforms
Explore how Cognitive ERP is transforming enterprise software by embedding artificial intelligence into core business processes. This session will examine how AI capabilities—like agentic networks, predictive analytics, intelligent automation, and natural language interaction—are redefining ERP value. We’ll also highlight the foundational role of modern data platforms in enabling these innovations, ensuring ERPs can learn, adapt, and drive smarter decisions at scale.
- AI-Powered ERPs: Embedding AI boosts ERP efficiency and smarter decisions.
- Enhanced User Experience: Tools like agentic networks and natural language reshape ERP usability.
- Data-Driven Innovation: Modern data platforms enable adaptive, scalable ERPs.
Track 2
More information
From Unclear to Unstoppable: Mapping Digital Maturity & AI Readiness in Ecommerce
Ecommerce. AI. Everyone’s telling you they’re the future—yet for many distributors, the present feels messy.
Maybe you’ve launched a site—or three—which still isn’t delivering. Maybe you’re still trying to get buy-in to begin. Either way, the pressure is mounting. Leadership wants ROI. Sales reps feel threatened. Customers still pick up the phone because your site isn’t helping them get what they need.
While all that’s happening, Amazon is changing the market, and your competition is quietly winning over your customers—offering scale, buyer-specific pricing, and credit terms all of which used to be your differentiators. If you’re not your customers’ go-to digital partner, then you’re not their go-to partner.
This session is a practical reset.
We’ll walk through a self-assessment based on the market-leading B2B Ecommerce Maturity Matrix—a proven framework based on 30 years of experience helping distributors move from digital noise to strategic action. The matrix evaluates critical areas like self-service capabilities, customer experience, organizational alignment, and digital tools, to build a clear, actionable roadmap.Whether you’re starting, or trying to finally unlock the full potential of your digital channel, you’ll leave with a practical tool to:
- Understand your current ecommerce maturity—what’s working, what’s missing, and which gaps to fill first
- Prioritize where AI and ecommerce can drive the most business value
- Align your teams and take the next step with confidence
If you’ve ever thought, “We should be further along by now”, “We don’t know where to begin”, or “I’m pretty sure we’re way behind everyone else”—this session is for you.
Wayne Teigen, Regional Director
Intershop
Learn More
Wayne Teigen is the Regional Director at Intershop and a B2B eCommerce strategist with over 15 years of global experience helping distributors navigate the complexities of scaling their digital operations. As AI reshapes B2B commerce, Wayne specializes in leveraging AI-powered personalization to drive smarter product discovery, enhance customer experiences, and remove operational bottlenecks that limit growth.
At the AI Summit for Distributors in Chicago, Wayne is here to connect with industry leaders, share insights on the real-world impact of AI in sales operations, and discuss how advanced technologies—combined with the right strategy—can unlock new opportunities for growth. If you’re exploring how AI can optimize your digital commerce channel, be sure to connect with him at the event.
Andy Stanis, EVP and Managing Director
Intershop
Learn More
Andy is a senior executive with experience leading progressive organizations to deliver business value and results. While serving on executive management teams, grew this experience by appointment to varied strategic roles including operations, business development, marketing, HR, communications and process improvement within eCommerce software companies and digital agencies. A client-centered professional known for building world-class organizations with strong and sustainable cultures spanning the Americas and Europe. Leader and strategist with a strong financial acumen who enables organizations to achieve superior competitive advantage at a reasonable cost. Seasoned at cultivating strong partnerships to deliver high impact results. Specialties: strategic leadership, digital transformation, marketing, sales executive, business development, eCommerce, coaching, The Challenger Sale, Intershop Commerce Management, Intershop Order Management, Intershop Product Information Management, Salesforce Commerce Cloud, Salesforce Marketing Cloud, Exact Target, web analytics, CRM, salesforce.com, Salesforce Sales Cloud, mentoring, customer loyalty, sales growth, team building, talent management, sales training, territory management, Agile, transformation, portals, cloud, predictive analytics, data management, business intelligence, BI, social media, SEO, IOT, progressive web apps, PWA, Java, AI, machine learning, ML, enterprise mobile, mobility, cloud, SAP, SAP Commerce, SAP Hybris, .Net, Hybris, Magento, Demandware.
Octavio Perales, VP of Professional Services
Intershop
Learn More
Octavio has a 20+ year track record of successfully leading the deployment of business-enabling technologies. As Vice President of Professional Services for Intershop North America, Octavio serves as chief product evangelist and as a trusted advisor to client leadership. He is responsible for defining a path to success for our customers looking to establish or modernize their B2B e-commerce business operations and technical architecture. This includes matching business goals, budget, timeline, and integration requirements to Intershop’s capabilities and professional services.
Track 3
More information
From Search to Sale: How AI Mobile Tools Are Transforming Contractor Buying
Discover how Moblico and HawkSearch are transforming the way contractors find and order products on the go. This session explores how AI-powered Hawksearch mobile search and Moblico’s mobile engagement solutions streamline product discovery and automate ordering through text, chat, email, or app. Learn how distributors can boost sales, increase productivity, and deliver a seamless customer experience — anytime, anywhere.
- Explain how AI-powered mobile search and engagement tools enhance product discovery and ordering for contractors.
- Identify the key features of HawkSearch and Moblico that streamline mobile customer interactions through text, chat, email, and apps.
- Evaluate how mobile solutions can help distributors increase sales, improve productivity, and create a seamless customer experience.
10:45 AM- 11:00 AM
Passing Break
11:00 AM – 11:30 AM
E Series
Track 1
More information
Make Your Data Agent-Ready: Structuring Data for AI with Schemas
In the near future, your business will rely on AI Agents and automated systems. But AI and automation can only live up to their potential when they have well-structured information to draw upon. To make the Agent dream come true, distributors need to wrangle the messy reality of spreadsheets, pdfs, and WIP PIMs into comprehensive semantic schemas. This session will explain what schemas are and their critical role in achieving agentic AI and other digital objectives. Key Takeaways:
- Understand AI’s data interface, and how to fully utilize it
- What is a schema? Do we have one already?
- Benefits of schema-tized data (AI, data sharing, web search, …)
- How to get started
You’ll also get to see a quick demonstration of how AI can automatically structure data into a schema.
Track 2
More information
From Spend to Strategy: Unlocking Profit Precision with AI-Attribution
For distributors, marketing often operates in the dark. Budget decisions are made using surface metrics like conversions or form fills, while the real levers of revenue remain buried in siloed ERPs or, worse, never recorded at all.
This session introduces a new approach: treating attribution as a financial tool rather than a marketing report. By combining digital channel data with ERP-level outcomes such as margin, order velocity, and actual revenue, organizations can finally understand which investments drive growth and which waste capital. Through the lens of a case study taught at the Kellogg School of Management, we will show how one team uncovered hidden value in underfunded channels, corrected spend misalignment, and nearly doubled revenue without increasing budget. Attendees will also get a preview of what is coming next in AI-powered revenue modeling and leave with practical steps to begin measuring what truly matters.
Key Learning Objectives
1. Measure Marketing Like a P&L Line Item. Learn how to connect CRM/ERP with first-party data to transform attribution from reporting to investment-grade analysis. Learn how to move beyond “vanity metrics” to focus on the channels, campaigns, and combinations that actually drive revenue and margin.
2. Uncover and Correct Budget Misalignment. See how AI-powered attribution identifies underperforming spend and reveals which channels deliver real performance across the buyer journey to drive profitable growth.
3. Maximize Revenue with AI Before You Spend. Learn how to use AI to forecast impact and de-risk your marketing strategy through scenario simulation that maximizes returns.
Track 3
More information
A New Era: AI Workflows Revolutionizing Wholesale Distribution
Artificial Intelligence is no longer a futuristic concept in wholesale distribution—it is actively transforming critical workflows today. This session delves into the significant shift from traditional software solutions to AI/ML-driven approaches, highlighting how this evolution is revolutionizing key processes such as sales and accounting. Tools specifically designed for distributors, like Canals AI, are reshaping the landscape by automating time-consuming tasks like sales order entry, where recalling part numbers and entering orders line-by-line are now seamlessly handled by AI. These solutions preserve vital institutional knowledge through machine learning, delivering it to sales teams precisely when needed, freeing up human capacity for strategic problem-solving and value-added activities. The result? Increased efficiency, profitability, and customer satisfaction.
11:30 AM- 11:45 AM
Passing Break
11:45 AM – 12:15 PM
F Series
Track 1
More information
Stop Reacting, Start Selling: How to Turn Your Team into Proactive Sellers with AI
What if your sales reps could stop reacting to orders and start proactively driving revenue? In this session, you’ll see how distributors are already using AI to help their teams identify opportunities, focus on high-impact activities, and confidently grow sales.
Benj will share real-world examples of how distributors are using AI to empower their teams and grow their businesses. You’ll walk away with a clear understanding of how AI can help your team sell smarter, increase revenue, and change the way you approach sales.
You’ll learn how to:
- Spot and act on sales opportunities before customers even have to ask
- Use AI to show your reps where to focus for the biggest impact—without wasting time on low-value tasks
Double down on what’s working and steer clear of what’s not
Track 2
More information
From Chaos to Ecommerce Ready: How Distributors Can Transform SKU Data Onboarding with AI-Powered Automation
Distributors are under increasing pressure to onboard large volumes of SKU data from multiple suppliers quickly and accurately for digital commerce. But traditional methods rely heavily on manual processes, costly enrichment services, and time-consuming data clean-up, that results in delays, inconsistencies, and missed revenue opportunities.
In this session, we’ll explore how forward-thinking distributors can break free from this chaos. Discover how to harness the power of AI to streamline product data onboarding—automatically matching, categorizing, transforming, and enriching data from any source with minimal to zero manual intervention. Learn how to go from raw supplier data to ecommerce-ready content at scale, while dramatically reducing costs, speeding time to market, and improving data quality.
Whether you’re struggling with messy spreadsheets, disparate data formats, or never-ending enrichment cycles, this session will show you how to get product content ecommerce-ready—fast.
In this session you’ll discover:
- Manual SKU data onboarding is slow, costly, and error-prone, leading to delays and lost revenue opportunities for distributors.
- AI-powered automation can streamline product data onboarding, enabling fast, accurate, and scalable transformation of supplier data with minimal manual effort.
- Distributors can significantly cut costs, improve data quality, and speed time to market by using AI to turn messy data into ecommerce-ready content.
Track 3
More information
Is Voice AI ready for B2B Prime Time?
Your B2B sales team didn’t sign up to answer “Do you have this in stock?” fifty times a day — or spend nights logging CRM notes. But that’s the reality: repetitive inbound calls, constant data entry, and hours lost on admin instead of selling. In this session, we’ll explore how Voice AI — built from the ground up for B2B — is being designed to change that. We’ll walk through how AI can:
- Answer routine inbound calls about stock, pricing, and order status using live ERP data → So inside sales teams stop acting like a call center and get back to selling.
- Help field reps prep and log meetings just by talking → No more scribbled notes or end-of-day CRM marathons. Just talk, and move on.
- Cut sales admin across the board → So your team focuses on deals, not dashboards.
We’ll close with a look at how teams can start experimenting — with no heavy systems overhauls or big budget spends. Just focused pilots, minimal IT lift, and practical ways to track AI impact.
12:15 PM – 1:15 PM
All Attendee Lunch
1:15 PM – 2:15 PM
Keynote – People-Driven, AI-Enabled: Strategic Workforce Innovation in Distribution
As workforce challenges intensify across the distribution sector, HR can no longer be seen as a back-office function—it must become a strategic driver of business value. In this keynote, Tracie Sponenberg, former Chief People Officer at The Granite Group and a recognized leader in people-first transformation, shows business leaders how to harness AI to reimagine HR, elevate talent strategies, and build resilient, future-ready teams—even without a large HR department.
Tracie will share practical frameworks and real-world examples of how distribution leaders can use AI to streamline talent acquisition, accelerate employee development, and foster a culture of adaptability. You’ll discover how to start small with accessible AI tools, break down resistance to change, and position HR as a value creator—so your people and your business can thrive together.
Whether your HR function is one person, a large team, or somewhere in between, you’ll leave with the vision and actionable steps to move from paper-first processes to a people-first, AI-enabled approach to workforce management.
Key Takeaways
A Practical HR AI Roadmap
How companies can assess HR tech maturity and identify high-impact AI opportunities, regardless of HR team size.
AI-Powered Talent Strategies
- Real-world examples of using AI for recruitment, onboarding, and beyond to enhance the employee experience in distribution companies.
- Transforming HR from Cost Center to Strategic Partner:
- How AI can free up HR (or those managing HR) to focus on culture, EX, and business growth.
- Overcoming Resistance and Building Buy-In:
- Proven strategies for communicating the value of AI and fostering a people-first culture during digital transformation.
- Skills-Based Workforce Management:
- Insights on how AI supports the shift to skills-based hiring, upskilling, and reskilling—ensuring your workforce is ready for the future.
- Action Steps for Non-HR Leaders:
- How business leaders can champion and support people-first AI adoption, even without a dedicated HR team.
Tracie Sponenberg, Founder & Chief People Officer
Tracie Sponenberg LLC
Learn More
Tracie Sponenberg is a global speaker, consultant, and advisor with nearly three decades of leadership experience. As the former Chief People Officer of The Granite Group, she led a transformation from paper-first to people-first processes while steering the organization through four acquisitions, a global pandemic, and a complete technology transformation. In 2024, Tracie founded her boutique HR consulting firm focusing on culture, HR transformation and upskilling for companies with deskless workforces. Her expertise in AI technology selection and deployment has been integral to her success in connecting people strategy to business strategy, enhancing organizational culture, and driving people-centered digital transformations.
A sought-after thought leader in HR technology and AI for HR, Tracie advises several HR Tech companies and serves as a brand partner to others, helping organizations deepen their reach in the HR community. Her expertise has been featured on the BBC, NPR, and in publications including USA Today, The Wall Street Journal, and HR Tech Outlook. Tracie hosts “From Paper-First to People-First,” a multimedia platform for HR leaders transforming their approach to human resources. She has been recognized as one of the “Top 100 Global Thought Leaders” by PeopleHum, one of “22 Innovative HR Leaders to Follow” by AIHR, one of “20 Top HR Thought Leaders” by Compt, and has received numerous industry awards for her contributions to the field.
2:15 PM – 2:30 PM
Passing Break
2:30 PM – 3:00 PM
G Series
Track 1
More information
Strategies for Utilizing AI to Address Labor Challenges and Economic Uncertainty
Every day brings a new AI startup out of the woodwork. Every turn has an employee mention a can’t miss AI opportunity around the corner. How can executives navigate the current technology landscape while addressing today’s most pressing issues? We’re inviting you to a hands-on workshop based on our insights gained from building ERP workflows for every key role in wholesale distribution that are infused with AI and automation, as well as an AI assistant for sales reps. We will use AI to individually brainstorm bespoke technology evaluation, adoption, and rollout strategies for your organization based on your key objectives.
- Cut Through the AI Noise: With constant AI hype, executives need a clear strategy to evaluate meaningful opportunities amid the clutter.
- Hands-On, Role-Based Solutions: The workshop offers practical insights from real-world ERP workflows tailored for wholesale distribution roles, enhanced with AI and automation.
- Custom AI Strategies: Attendees will develop personalized strategies for evaluating, adopting, and rolling out AI based on their organization’s specific goals.
Track 2
More information
From Spreadsheet to Smart Sheet: Connecting MS Excel to ChatGPT
In this live session, Mark Gilham, VP, Rebate Advisory at Enable will unlock the potential of integrating artificial intelligence directly into Microsoft Excel. Participants will discover how to establish a seamless, functioning connection between everyday spreadsheets and OpenAI’s sophisticated GPT models all without external plugins, additional downloads, or complex coding knowledge.
The session begins with foundational concepts, demonstrating how to set up your first API connection with a simple query like “What is the capital of France?” Through clear, methodical instruction, the session progressively builds toward advanced applications, culminating in a practical demonstration of how AI can automatically classify product descriptions, a task that typically requires hours of manual work.
You’ll also get to see a quick demonstration of how Enable’s AI-Powered Analytics can help you analyze, act on, and optimize your rebate data.
Learning objectives:
- Master the technical implementation of OpenAI API connections within Excel using VBA
- Develop practical skills to transform routine Excel tasks into AI-powered workflows
- Apply AI integration techniques to solve real business problems with existing spreadsheets
Track 3
3:00 PM – 3:15 PM
Beverage Break
3:15 PM – 3:45 PM
H Series
Track 1
More information
Driving Growth with Augmented Intelligence
This presentation explores the transformative impact of augmented intelligence on the distribution industry. Learn how AI can be easily harnessed to automate complex processes, unlock valuable insights, and ultimately fuel sales growth using AI. Gain actionable insights on leveraging AI to enhance workforce capabilities, improve customer satisfaction, and drive smarter decision-making.
Walk away equipped with strategies to:
- Drive Business Agility: Harness data-driven decisions to stay ahead in a competitive and rapidly evolving market.
- Streamline Operations: Automate repetitive tasks, implement AI powered recommendation systems and pricing strategies
- Elevate Workforce Productivity: Empower teams with AI-driven tools and insights.
Through real-world examples and interactive discussions, this presentation delivers practical steps to integrate AI into your operations, ensuring your business thrives in the age of AI.
Track 2
More information
Frankenstein AI: Why Change Management Fails Without a Complete Platform
More and more teams are adding AI to their tech stack, but many end up with a Frankenstein system: disconnected tools, overwhelmed teams, minimal results.
In this session, Distro CEO Jason Sullivan breaks down why change management often fails when AI is treated like a feature instead of a foundation.
You’ll learn how leading distributors are driving real revenue growth with a complete quote-to-close platform that combines automation with something most tools don’t offer: an embedded selling agent.
This isn’t just about speed. It’s about giving every rep the power to quote smarter, upsell more often, and sell with confidence from day one.
If you’re looking for AI that actually gets used and drives results, this is the session to attend.
Track 3
More information
Sales Effectiveness: AI’s Strategic ROI Sweet Spot
In this session, we’ll cut through the AI hype to explore why sales effectiveness use cases consistently emerge as the most successful entry points for industrial organizations beginning their AI journey. Unlike the moonshot projects that capture headlines but drain budgets, sales effectiveness applications offer predictable returns paired with practical learning opportunities that build organizational muscle memory for larger transformations.
We’ll map how sales effectiveness projects naturally integrate into broader technology strategies, creating the technical infrastructure, data governance frameworks, and stakeholder confidence that enable more ambitious AI applications downstream. The session’s core focus addresses the fundamental truth that successful AI adoption depends more on change management than algorithmic sophistication.
Through concrete examples drawn from 20+ years of B2B industrial implementation experience, participants will discover proven approaches for designing implementations that augment human capabilities rather than threatening them—understanding not just what works, but why it works and how to replicate that success.
Learning Objectives:
- Position sales effectiveness use cases strategically within broader AI roadmaps for maximum organizational impact
- Apply people-first design principles that ensure sustainable adoption and measurable business outcomes
- Understand the specific characteristics that make these implementations successful and replicable
3:45 PM – 4:00 PM
Passing Break
4:00 PM – 4:30 PM
I Series
Track 1
More information
AI That Explains Your Supply Chain
Artificial Intelligence is no longer just a technology initiative – it’s a strategic imperative. But most organizations are stuck applying AI as an overlay rather than a true enabler of decision-making. In this session, we’ll explore a new lens for evaluating AI maturity in supply chain planning. We’ll walk through how forward-thinking distribution leaders are shifting from data support to decision automation, without compromising control or transparency. Then, we’ll bring the framework to life by sharing how Blue Ridge applies GenAI. Instead of building assistants that simply explain software functions, Blue Ridge is taking a different approach: we’re using GenAI to explain your supply chain data and empower planners with deeper insights, faster reactions, and smarter decisions. It’s not just about using AI to “do things faster”—it’s about using it to make better decisions at scale.
Track 2
More information
The AI No-Brainer: Clean Your Data, Unlock Conversion, Fuel Everything Else
Every AI vendor is promising magic for pricing, personalization, and automation — but here’s the hard truth: none of it works without clean, enriched product data. This session spotlights the highest-ROI AI investment a distributor can make right
now: fixing their product catalog. Matt Johnson from Pivotree will reveal why AI that actually works starts with better
SKUs — and how Pivotree uses machine learning and generative AI to instantly turn messy supplier files into enriched, channel-ready products that drive conversion. Attendees will see real results from top distributors using these tools to improve findability, reduce returns, and increase sales — while multiplying their data output without complex rules or integrations.
● 20–50% increase in conversion
● Up to 30% fewer returns
● 70% faster SKU onboarding
● 50%+ cost savings through automation
You’ll also be given the 5-stage Data-for-AI Success Flywheel — a proven framework to govern, enrich, consolidate, activate, and optimize product data. With a centralized PIM engine at its core, this model powers everything from eCommerce to delivery — and ensures your AI strategy is built on a rock-solid data foundation.
Learning Objectives
● Understand why AI fails without clean product data — and why enrichment leads to faster ROI.
● See how distributors use AI to automate SKU enrichment and drive measurable gains.
● Apply the 5-stage Data Success Flywheel to build a scalable, ROI-positive data foundation.
● Discover Pivotree’s AI-powered SKU Build tools, and how they make SKU quality trackable, fast, and transformation-ready.
Track 3
More information
Driving Profitability with Intelligent Pricing and AI-powered CRM Systems
During “Driving Profitability with Intelligent Pricing and AI-powered CRM Systems,” you will learn how cutting-edge technologies can transform your pricing strategies and customer relationship management.
In this session, you’ll gain:
- More Time Back: Discover how automated tasks can free up your sales team’s time.
- Intelligent Pricing to Improve Margins: Use dynamic pricing models and data analytics to boost your bottom line.
- Tips for Using AI: Enhance customer insights, automate sales processes, and forecast trends effectively.
- Consistency: Understand the steps for integrating and optimizing these advanced systems.
4:30 PM – 5:00 PM
Exhibit Hall Break
5:00 PM – 6:00 PM
Keynote – Scaling Responsible AI: From Enthusiasm to Execution
Renowned AI strategist Noelle Russell brings visionary insights to this session, exploring how industries are transforming through generative and applied AI technologies. Drawing from her book Scaling Responsible AI: From Enthusiasm to Execution, she shares real-life case studies and practical frameworks to harness AI’s potential ethically and profitably. Russell highlights over a dozen applied AI models that drive growth and innovation while addressing challenges like bias, privacy, and cybersecurity. This session offers organizations the tools to build an ethical AI culture, mitigate risks, and unlock true AI value, making it the ideal starting point for responsible innovation.
Noelle Russell, Founder and Chief AI Officer
AI Leadership Institute
Learn More
With a profound passion for technology and its potential to transform business and society, Noelle Russell has dedicated her career to helping organizations uncover the possibilities artificial intelligence presents to their businesses, and guiding them through the intricacies of AI adoption. In her daily work Russell advises companies across industries on how to integrate emerging technologies — including AI, Web3, and the Cloud — into their operations and workplace strategies. She is an award-winning technologist with an entrepreneurial spirit who has led innovative tech teams at Accenture, NPR, Microsoft, IBM, AWS, and Amazon Alexa, and is among the world’s leading voices on data and AI literacy.
Among her accolades, Russell has recently been honored with the Microsoft Most Valuable Professional award for Artificial Intelligence, as well as VentureBeat’s Women in AI Responsibility and Ethics award. In 2023, she was named one of DCA Live’s “New Power Women of DC Tech” and one of the Association of Latino Professionals for America’s “Latinas to Watch.”
6:00 PM – 7:00 PM
Reception and networking
Cap off the second day of the conference with a lively networking reception designed for connection and fun! Mingle with fellow attendees over complimentary drinks and appetizers. Spark new connections or deepen existing ones! It’s the perfect way to unwind, recharge, and build your network as we head into the final day.
Sponsored By
7:00 AM – 8:00 AM
All Attendee Breakfast
8:00 AM – 8:15 AM
Welcome + What We Learned
Wrap up the event with Ian and Jonathan! Revisit all the note-worthy events from the 2 previous days and review what today has in store.
8:15 AM – 8:45 AM
Tech Leader Panel | AI in Action: Real-World Applications Driving Distribution Success
Join distribution technology leaders tackling some of the most pressing challenges in the industry today—from fragmented data and sales inefficiency to pricing complexity and inventory misalignment. This executive panel focuses on practical, real-world applications of AI that are helping distributors move faster, operate leaner, and compete more effectively.
Our experts will share candid insights on:
- Breaking down data silos to generate timely, actionable insights
- Using AI to improve pricing consistency and protect margins
- Prioritizing sales opportunities with intelligent targeting
- Enhancing operational decisions through predictive inventory planning
If you’re navigating how to apply AI in meaningful, results-driven ways across sales, operations, or IT, this session will provide clear examples, tested strategies, and lessons learned from the front lines. No theory—just what’s working.
Kristen Thom, SVP of Customer Experience
White Cup
Sahitya Senapathy CEO
Endeavor AI
Learn More
Sahitya Senapathy is the CEO of Endeavor.ai, an AI sales order automation solution for distributors. Before founding Endeavor.ai, Sahitya led AI teams at Palantir, where he implemented Generative AI at Fortune 500 manufacturing and distribution companies. He was also a founding team member of AWS AI research building Amazon Q, the infrastructure for Amazon’s LLM-like ChatGPT. He was the youngest-ever government contractor in American history, joining the U.S. Air Force at 16 years old and building autonomous drones with a secret-level clearance. Sahitya has been featured in Business Insider, Fortune, Axios and more.
Jason Sullivan Founder & CEO
Distro
Learn More
Jason Sullivan is the founder and CEO of Distro, the AI Sales Automation Platform purpose-built for industrial distributors. Distro empowers counter staff, inside sales, and customer support teams to quote faster, convert more, and deliver expert product recommendations—driving revenue growth from day one.
Prior to founding Distro, Jason co-founded Vested and served as CTO at Elementus. He was previously a Tech Lead at Coatue and a Senior Software Engineer at PeerIQ, and began his career as a credit derivatives trader.
Jason holds an MS in Computer Science from Stanford and a BA in Cognitive Science from Yale.
8:45 AM – 10:45 AM
Speed Networking
Maximize your conference experience with this fast-paced and fun speed networking session! This interactive event gives you the opportunity to make meaningful connections with solution partners. In a series of quick, one-on-one conversations, you’ll have the chance to exchange ideas, discuss industry trends, and explore potential collaborations.
10:45 AM 11:00 AM
Beverage Break
11:00 AM – 12:00 PM
Closing Keynote – Wins and Learnings in Digitization & AI
In this session, I’ll share real-world wins and hard-earned lessons from Parts Town’s journey to digitize operations and embed AI across our supply chain, customer experience, and back office. From automating manual workflows to leveraging AI for smarter forecasting, we’ll explore what’s worked, what hasn’t, and what’s next on our roadmap for intelligent, scalable growth.
Jamie Head, Chief Information Officer
Parts Town
Learn More
Jamie Head is the Group Chief Tech Whisperer at Parts Town (aka Chief Information Officer), where he leads group-wide transformation to drive innovation, scale, and customer-centric growth. With a proven track record of modernizing IT and digital capabilities, Jamie brings over two decades of global leadership in technology, operations, and change management.
Prior to joining Parts Town, Jamie served as CDTO at Ocean Spray Cranberries, spearheading the Cooperative’s modernization across IT, business processes, and digital marketing to unlock top- and bottom-line value. He previously held senior roles as CIO Americas at GSK Consumer Health and Divisional CIO at Mars, Inc., leading digital, tech and data strategies across global markets.
A passionate people leader and change agent, Jamie is known for bridging business and technology to deliver impactful outcomes at scale.