Artificial intelligence (AI) is no longer a future-state conversation — it’s here, and it’s reshaping how distributors operate, compete and grow. From pricing and forecasting to sales enablement and customer service, AI is quickly becoming a practical tool for driving efficiency and smarter decision-making. Yet there is hesitancy in embracing the digital future – one we cannot ignore. 

To help distributors move from curiosity to implementation, Distribution Strategy Group (DSG) launched its Applied AI for Distributors conference — now in its fourth year. The event continues to evolve alongside the technology, offering a clear view into how AI is being applied today, and where it’s headed next. 

This year’s conference focuses on real-world applications, giving attendees practical insight into how AI can be used across their businesses to drive results. We sat down with Ian Heller, co-founder and chief strategy officer at DSG, who shares how the event has grown, where distributors are finding success with AI, and what to expect at this year’s event. Mark your calendar now for June 23-25 at the Marriott Chicago O’Hare.

For more information, visit appliedaifordistributors.com.

The Wholesaler: Artificial intelligence is rapidly shifting from an industry buzzword to a practical business tool across wholesale distribution. What led Distribution Strategy Group to create the Applied AI for Distributors event, and why is now the right time for distributors to learn how to apply AI within their operations?

Ian Heller: We created Applied AI for Distributors because we saw a widening gap between AI’s potential and what distributors knew about applying it. When we launched in late 2023, most distributors were curious but had no practical roadmap. The urgency is far greater now.

Our 2025 State of AI in Distribution survey found that 63% of distributors are still in the exploration or pilot stage, yet 65% plan to increase AI investment over the next two years. The window to build competitive advantage is open right now. Distributors who wait risk falling behind competitors already converting pilots into measurable gains.

Your only real choice is to adopt AI faster than your competitors, because that’s what protects you the most.

TW: This year marks the fourth Applied AI for Distributors conference. How has the event evolved since its launch, and what changes have you seen in how distributors are approaching AI — from curiosity to implementation?

IH: The shift has been dramatic. In 2023, most conversations were about what AI could theoretically do. By 2024 and 2025, attendees stopped asking, “Should we do this?” and started asking, “How do we do this, and where do we start?”

The conference itself has evolved to match. It feels more like a technology conference about distribution than a distribution conference with some technology, and it attracts the most forward-thinking people in the industry. This year, we’re laser-focused on execution.

Our research shows 37% of distributors are actively piloting AI, and the biggest barrier is no longer leadership buy-in — it’s building execution capacity. In fact, 52% of the barriers distributors report are people-related challenges — skills gaps and change resistance — not technology limitations. That tells you the industry has matured from curiosity to serious implementation work.

TW: Can you share examples of companies that have attended the event, and how they have put what they learned into practical use?

IH: What we consistently hear is that the conference accelerates AI journeys by months — sometimes a full year. Companies come in unsure where to begin and leave with a prioritized list of applications that fit their operations and data readiness.

We’ve seen distributors deploy email order automation that dramatically cuts manual processing for inside sales. Others have implemented AI-enhanced CRM tools that arm reps with better information — moving CRM from tracking account managers to proactively guiding them. Several have applied insights to improve demand forecasting and optimize pricing.

One pattern we see repeatedly is that attendees come back the following year having moved from pilot to production on at least one-use case. The networking is equally valuable. This is the only event where every attendee shares the same industry context, so peer conversations about what’s actually working are as valuable as the formal sessions.

TW: The focus of the event is on practical application rather than theory. What types of real-world use cases will attendees see this year, and where are distributors currently finding the most success with AI — from pricing and forecasting to sales enablement and customer service?

IH: AI is being applied across the distributor’s entire value chain. Order automation is everywhere — I’ve heard about three new products in the last two weeks alone. Our research shows 60% adoption because it takes a real burden off people, and the return on investment is easy to measure.

AI-enhanced pricing and quote automation are gaining traction, with 34% adoption. CRM is becoming proactive, arming salespeople with insights rather than just tracking activity. On the back-office side, AI is improving credit management, accounts receivable and payable, and returns processing.

Warehousing is becoming more automated, from inventory-counting drones to integrated human-robot picking. Here’s a prediction: Within a few years, you’re going to want to talk to the software when you call customer service, because AI agents will have instant access to every system, unlimited capacity and better information than humans. That shift is coming.

This year’s sessions cover all of it, with practitioners and technology experts actually showing how it works.

TW: For distributors and manufacturers considering attending in June, what can they expect in terms of the program — key sessions, speakers and takeaways — and how can companies register or learn more about participating?

IH: Applied AI for Distributors runs June 23-25 at the Marriott Chicago O’Hare. We’ve got quite a lineup of speakers, including Johnny Leroy, chief technology officer of Grainger, and Danna Stone, senior vice president of marketing at Graybar, who will share how they’re using AI.

Matt Sigelman, chief executive officer of the Burning Glass Institute, will discuss how AI will impact jobs. Jeff Crume of IBM will cover cybersecurity in the age of AI — a critical emerging topic.

Stu Tisdale, chief experience officer at ADI; Dwayne Roberts, president of Summit Electric; and Natasha Broxton, founder and chief executive officer of Select Auto Parts, will participate in a discussion panel.

Plus, about 40 technology sponsors will present real solutions. We also offer a pre-show strategy workshop led by Jonathan Bein, along with two post-show workshops: one on building your AI roadmap, led by our chief operating officer, Brian Hopkins, and another led by Nick Pericle, where attendees will build an AI agent during the session.

It’s total immersion in AI through a distribution lens. Registration and full details are available at appliedaifordistributors.com.