During the recent Intershop B2B Frontrunners webinar, IGO Promo and Fenego demonstrated how AI is far more than just a trend. It’s a concrete step toward the future of B2B e-commerce. What started as a traditional mail-order business has evolved into a data-driven e-commerce company. With the introduction of their AI assistant Igor, IGO Promo is taking the next step in its digital transformation.

Part of the Plato Group, IGO Promo has been delivering personalized promotional products for over 80 years. From its headquarters in Helmond, the company supplies millions of products to businesses across Europe every year. Their success is built on a combination of technological innovation, speed, and personalized service. Values they now extend to their AI strategy.

IGO Promo had a clear goal: helping customers faster and smarter, without losing the human touch. Together with Fenego, they built Igor, an AI assistant that guides customers seamlessly through their buying journey.

During the live webinar, Jens from Fenego showcased how this digital copilot recommends products, explains printing techniques, generates logo previews, and assists throughout the entire ordering process. All within the familiar IGO Promo webshop environment.

Michael Brust, Marketing & E-commerce Director at IGO Promo, emphasized the impressive speed of the development. Fenego handled the technical configuration, product data integration, and chatbot logic. Using Flowise, the tool Intershop leverages to configure AI agents, the team could easily model and test AI flows, ensuring a smooth transition from concept to fully functional solution.

The outcome is an AI assistant that not only responds, but anticipates and reasons like a true partner to the customer.

IGO Promo deliberately chose a hybrid model, where AI and human interaction go hand in hand. When the AI assistant reaches its limit, a team member steps in, ensuring that complex questions or complaints always receive the right level of care. That balance defines IGO Promo’s vision: delivering a fast, intelligent experience enriched with the human warmth customers know and trust.

To keep the AI aligned with brand values, Igor was built with clear guardrails. These ensure every interaction stays on-brand, relevant, and transparent. During the webinar, Jens demonstrated how these safeguards enable Igor to perform reliably while still maintaining a natural, engaging conversation with customers.

The result? A smart assistant that combines efficiency, empathy, and brand consistency, turning technology into a genuine extension of IGO Promo’s service experience.

Since its launch in early October, the first results have been promising. Customers appreciate the accessibility of Igor, who currently supports them after business hours and during weekends, ensuring IGO Promo is always within reach.

Beyond the chatbot, IGO Promo is already exploring new AI opportunities in areas like faster product previews, competitor analysis, and content creation. Each initiative is aimed at boosting efficiency, scalability, and sustainable growth.

According to Michael Brust, the future lies in a data-driven hybrid model. One where AI simplifies repetitive tasks, allowing employees to focus on strategic and creative added value.

IGO Promo proves that AI in B2B e-commerce is no longer just theory. With the right vision, technical expertise, and ethical framework, AI enhances the customer experience, accelerates internal processes, and unlocks new growth opportunities.

👉 Curious to see it in action? Watch the Intershop webinar where Jens (Fenego) and Michael (IGO Promo) showcase how AI is already transforming B2B e-commerce today.