The Human Side of Digital Commerce: What Most B2B Teams Miss About AI and Transformation

What you’ll learn:

• Why successful digital transformation in B2B starts with internal alignment, not just technology

• How distributors are using AI and ecommerce more strategically to serve modern buyers

• What leadership teams need to focus on to drive lasting change and avoid costly missteps

I was invited to join the latest episode of the MDM Amplify podcast, where I sat down with distribution, digital commerce, and AI expert Devashish Saxena, along with MDM Executive Editor Mike Hockett, to challenge a common belief I hear all too often in B2B: that digital transformation starts with technology.

In our experience, it actually starts with people.

This episode explores what it really takes to modernize operations, from getting internal buy-in to building ecommerce and AI strategies around clear business outcomes.

Aligning teams and applying technology with purpose

This episode dives into two critical themes shaping digital success in B2B: how internal alignment drives transformation, and how AI and ecommerce can be applied more strategically to serve modern buyers.

Why people, not tools, drive transformation.

Technology may enable change, but it’s people who make it real.

In my conversation with Devashish and Mike, we unpacked why internal alignment is the single most important, and most overlooked, factor in any digital transformation. Without clear communication and cross-functional buy-in, even the best tools fail to deliver ROI.

Here’s what we explored:

• Why transformation should start with business goals, not platform decisions

• Common points of friction between ecommerce teams, sales, and leadership

• How one distributor paused their entire digital rollout to realign with sales — and came back stronger

• The role leadership plays in connecting tech initiatives to measurable customer outcomes

• Why adoption needs to be earned, not forced

For teams feeling stuck or misaligned, this is a practical look at how to reset and move forward with confidence.

How to use AI and ecommerce with intention.

AI is everywhere in B2B right now, but not every use case creates value.

In the podcast, we dug into where AI is actually driving impact today, and where it’s likely to reshape distribution workflows over the next few years. It’s not just about automation. It’s about augmentation — using AI to support teams, not replace them.

Here are a few areas we focused on:

• Why AI is moving from back-office tasks to buyer-facing experiences

• How distributors are applying AI to:

  • Streamline quoting and approvals

  • Surface smarter cross-sell opportunities

  • Flag churn risks before they happen

• What a Chief AI Officer should really be focused on and why that role is becoming more common

• Where ecommerce fits into all of this: not as a separate channel, but as a connected part of how B2B companies sell and serve

Whether you’re experimenting with tools like ChatGPT or scaling a mature digital operation, the goal should be the same: driving real outcomes, not chasing hype.

The final word

B2B transformation isn’t just about going digital. It’s about doing it with purpose and getting your entire organization aligned around a shared direction.

In this conversation, Devashish and I focused on what’s actually happening inside leading distribution businesses as they take on change. We talked through real challenges, hard-earned lessons, and the strategies helping teams move forward with clarity.

Whether you’re building your first ecommerce channel, figuring out how AI fits into your operations, or working to align teams around a digital vision, this episode offers insight you can apply right now.

Ready to rethink your approach to digital transformation? Listen to the full episode now and hear how leading B2B brands are making it work.