AI: It’s time to accelerate…
The eWholesale Collective recently hosted its latest webinar to share insight and examples of AI in action
As AI adoption accelerates, there is a real danger of being left behind, so the eWholesale Collective’s recent webinar explored how the wholesale sector is currently utilising AI.
It is impossible to consider any plans for the future in wholesale without factoring in the potential offered by AI. While some businesses have been quick to get on board and introduce AI-powered tools to support their business, others have been more hesitant, and there is a noticeable divide between those who are actively embracing it and those who have yet to take that step.
With this divide in mind, the eWholesale Collective – which comprises Carlsberg Britvic, Mars Snacking, PepsiCo and Red Bull, with Wholesale News – wanted to shine a light on AI in the wholesale sector and provide insight and examples of how it is being used as well as exploring the benefits, opportunities and threats, and debunk some myths along the way.
WHAT IS AI?
At its core, AI tools spot patterns, answer questions and make predictions from data. There are tools such as Chat GPT, which are Large Language Models (LLMs) which use human prompts to create output, and the quality of the prompt will determine the quality of the output.
There are two types of AI: Generative AI is the thinker, it can create new content, such as email content, product copy and images; while agentic AI is the next wave of AI, the doer. It can take action, not simply respond to prompts.
Why should we use it? Put simply, businesses are embracing AI at pace, and this means your competition. When used well, AI can save significant time, improve productivity and fill skills gaps, while using it incorrectly can result in operational and data risks.
“This absolutely isn’t about AI replacing your workforce,” said Debbie Wilson, Digital Acceleration Manager, Mars Snacking, who presented the webinar with Rob Mannion, CEO, b2b.store who worked with Mars Snacking to produce its AI in Wholesale guide. “This is about making sure your teams are spending the right amount of time on the tasks that can fuel growth, rather than admin-heavy tasks.
“AI is much more than just software, it’s about building a business that is secure in this new world, and owning the future direction that you want to take it.”
AI NOW
Rather than a futuristic concept, AI can be used to complete tasks you’re already investing time and resources into.
Wholesalers are already using AI in the following areas:
- Data analysis – faster forecasting, gap analysis, sales reporting and joint business planning. This could identify weather trends, social media trends and influence decision making with data, not intuition.
- Sales and service – chatbots and voice agents handle high-volume routine queries to free up staff to focus on more complex issues.
- eCommerce – for those with a digital storefront, AI can improve search and offer personalised suggestions and pre-built lists to grow baskets and cut drop-offs.
- Admin and marketing – create emails, promos and product copy, clean spreadsheets and summarise long documents.
- Operations – AI-powered tools can utilise routing tools to optimise drops, fuel and truck capacity in real time for cost and CO2 savings.
GET PREPARED
Ensure you have an AI policy in place to make it clear what is and isn’t allowed.
Create the right accounts – sign up for business AI accounts with privacy controls, and don’t rely on free consumer tools.
Ensure your team uses the correct business account and not their personal accounts.
Identify where there is friction in your business or skills gaps, such as data entry or customer service, and assess how automation could help. A great entry point might be answering frequently asked questions, before developing AI to take on more complex questions over time.
Appoint AI champions in each of your teams and create a culture of curiosity, while adhering to your AI policy.
In the webinar, we asked attendees the following questions:
What is your business’s current relationship with AI?
- 56% – testing in one or two small areas
- 32% – curious but not implementing
- 6% – AI is powering core functions
- 6% – AI is central to our strategy and we are scaling
What is the biggest roadblock preventing you from embracing AI?
- 32% – Lack of internal expertise or resistance to change
- 21% – Data is messy or incomplete
- 21% – Legacy systems won’t integrate with AI tools
- 18% – Leadership buy in or budget
What would be your top priority if you could autopilot one area of operations with AI?
- 48% – Inventory management
- 30% – Sales and CRM – predicting which customers are likely to churn or buy more
- 22% – Back office functions – automate manual data entry, invoicing and procurement
FROM CART TO CUSTOMER: IMPROVING THE WHOLESALE PATH TO PURCHASE
The eWholesale Collective is hosting two half-day sessions for UK food and drink wholesalers to share the latest data, insight and industry expertise, all aimed at elevating your customers’ online experience.
Choose from either of the dates/locations below and register at: https://www.ewholesalecollective.co.uk/event-registration/
- Wednesday 8 July 2026, 10am–2pm, Museum of Brands, 111–117 Lancaster Road, Notting Hill, London
- Wednesday 9 September 2026, 10am–2pm, Leeds United Football Club, Elland Road, Leeds
