The classic search engine is losing ground. By 2026, more and more B2B buyers will rely on AI tools like ChatGPT, Copilot, and Gemini to get direct answers instead of browsing through search results.

This shift is transforming SEO into AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization), new approaches that make your content discoverable and understandable for AI models.

➡️ What this means for B2B companies: Rich, structured product data and clear content are becoming mission-critical. Businesses that invest now in well-structured data feeds, detailed FAQs, and transparent documentation will stay visible in a world where AI becomes the new gateway to information.

According to Intershop, 2026 will mark the rise of “agentic commerce.” Smart AI agents will independently make purchases within predefined parameters, handling repeat orders, spare parts, and consumables without human input.

Humans won’t disappear from the process, but AI will take over repetitive, low-value tasks, freeing teams to focus on strategy and innovation.

Companies that prepare their platforms with accessible APIs, structured data (Schema.org, JSON-LD), and clear business rules will be ready for the next phase of B2B automation.

“This is a Bitcoin-2010 moment,” says Intershop. “Those who start now will have the biggest lead tomorrow.”

AI isn’t just empowering buyers, it’s transforming the role of sales teams, too. Sellers now have their own digital copilots that analyze data, summarize customer insights, draft proposals, and even suggest new campaign ideas.

With tools like Intershop Copilot for Buyers, customers can find what they need faster, while sales teams save time, communicate more effectively, and make smarter decisions.

According to Gartner, by 2028, 60% of all B2B sales interactions will take place through generative AI interfaces, a massive leap from just 5% in 2023.

As AI agents and copilots take over repetitive tasks, the role of e-commerce managers is evolving, from operational to strategic.

Instead of manually building dashboards, managers will guide AI-driven systems that automatically spot trends, perform market analyses, and suggest next steps.

The focus shifts toward vision, change management, and cross-department collaboration between marketing, IT, and customer service.

Adopting AI isn’t just a technological shift, it’s an organizational transformation. The most successful companies are already preparing their teams today for this next phase.

Geopolitical tensions and nearshoring trends are reshaping global supply chains. At the same time, AI makes it faster and easier to test new markets. Automatically translating content, powering multilingual copilots for local customer service, and delivering real-time market insights.

This allows companies to explore new regions before establishing a local presence. Intershop predicts that these AI-driven market entries will soon become the norm. Faster, more cost-effective, and far less risky.

B2B companies are sitting on vast amounts of valuable data, from purchase histories and service logs to machine performance metrics. Now, AI makes it possible to turn that data into predictive services and entirely new sources of revenue.

Intershop highlights an inspiring example from our customer Huisman, where the myHuisman portal uses real-time data to predict maintenance needs, offer spare parts proactively, and support customers before issues arise.

This marks a shift from selling products to offering data-driven services, creating new value for customers.