From data plumbing to decisions.
Everyone's pitching agentic AI. Almost nobody's data is ready for it. A 40-minute, straight-talking conversation on what it actually takes to make AI useful in B2B commerce — no hype, no vendor theatre.
A follow-up to the conversations from B2B eCommerce World London — and to The Inevitable Shift, the YouGov-fielded guide to UK B2B commerce.
Every board is asking its product and ecommerce team for "an AI strategy." Almost none of them can answer the quieter question underneath it: is our data actually in a state to support one?
For most B2B businesses, the honest answer is not yet. The ERP says one thing, the CRM says another, the storefront a third. Until that orchestration is solved, an "AI strategy" is just a slide.
This webinar reframes the AI conversation as a data conversation — lower hype, higher utility. We'll name the three breakdowns that silently block every AI initiative, show what the intelligence layer looks like when it's working, and hand you a data-readiness self-assessment you can run the same afternoon.
From the Inevitable Shift guide — YouGov fieldwork across UK B2B decision-makers.
Five beats, built straight off the guide's Cognifying chapter and the data we gathered in the field.
Why "your AI is only as smart as your master data" isn't a slogan — it's the constraint. Opening read on the numbers, plus a real-world view from inside Sweet Squared.
Vinny · Sweet SquaredWhere it actually falls apart: product data (inconsistent SKUs, missing attributes), customer data (CRM vs storefront identity mismatch), and transactional data (what the ERP says vs the real order state).
Glass AtlasWhat a composable, interoperable, ROI-led architecture looks like — and why orchestration is the precondition for any AI investment, not the thing you bolt on afterwards.
CommerceThe useful stuff, not the theatre: dynamic context-aware quoting, signals-driven replenishment, behavioural nurture instead of batch blasts, and margin-aware pricing.
Sweet SquaredA practical gut-check you can take back to your own business the same day. Submit a question when you register and we'll fold the best ones into the discussion.
AllA merchant IT lead, a solutions director, a platform VP, and a host who reads the data line by line.
eCommerce Strategist & Consultant
Cross-Atlantic ecommerce strategist and the voice behind The Ostrich Report and The V Spot. Advises DTC and B2B brands on operations, platform and payments — and reads the data so you don't have to.
Vinny & Co
Director of IT, Sweet Squared
Leads IT at Sweet Squared, a leading distributor of professional beauty products representing premium brands across the UK and Ireland — built on empowering beauty professionals with quality products, expert training, and the operational backbone that supports them.
Sweet Squared
Customer Solutions Director, Glass Atlas
An ecommerce and IT specialist with 14+ years in retail. Pete bridges the gap between IT, ecommerce and operations — implementing the solutions that bring them together into a true omni-channel experience.
Glass Atlas
VP, B2B, Commerce
Leads the B2B business at Commerce, helping merchants modernise how they sell to other businesses — from payments and platform through to the data foundations underneath. A long-standing voice on what actually moves the needle in B2B.
Commerce
"Take X. Add AI."
Free to attend. The replay and the data-readiness self-assessment go to every registrant afterwards.
Check your inbox for the calendar hold. We'll send the link before 11 June — and the replay straight after.