On March 20, 2025, digital leaders and C-level executives gathered for B2B Frontrunners LIVE at Vanderlande in Veghel. This exclusive event, hosted by Fenego, Intershop Communications, and Vanderlande Industries, was entirely dedicated to AI and the future of B2B commerce.
Opportunities and challenges
AI and B2B-commerce
The afternoon kicked off with an inspiring introduction by Christophe Joos (Xplore Group) and Markus Dränert (Intershop), who took the audience through the latest developments in AI and demonstrated how this technology is transforming B2B commerce. From smarter automation to hyper-personalized customer interactions, AI is opening doors to more efficient processes and enhanced customer experiences.
Next, Huub Peeters and Jelmer Slob from Vanderlande shared their vision on the digitalization of the spare parts business. With concrete examples, they showed how AI helps predict customer needs and optimize business processes, enabling faster and better service to customers.
Keynote
The future of AI with Mieke De Ketelaere
One of the event's highlights was the keynote by AI expert Geertrui Mieke De Ketelaere. In her presentation *"Drivers for Success with (Gen) AI – The 10 Commandments,"* she emphasized the crucial role of human AI translators in bridging the gap between technology and business.
Interactive workshop
AI strategy in action
After a short break, participants dove into a hands-on workshop led by Tobias Giese (Intershop), Jens van Hal (Fenego), and Mieke De Ketelaere. The focus was on developing practical AI strategies to improve customer interactions and business processes using Intershop’s Copilot.
Exploring the future of innovation
Exclusive tour at Vanderlande
A special highlight of the day was the exclusive tour of Vanderlande’s Innovation Center, where participants got a unique behind-the-scenes look at the advanced transport and package processing systems used in airports and distribution centers worldwide.
Following this inspiring tour, the day wrapped up with a relaxing dinner at Vanderlande's restaurant, where participants had the perfect opportunity to reflect on the day’s insights while enjoying exquisite dishes. It was a fantastic setting for forging new connections and exchanging ideas about the future of innovation in the B2B sector.
Knowledge sharing and collaboration
A successful event for the B2B community
B2B Frontrunners LIVE once again demonstrated the importance of knowledge sharing and collaboration within the sector. Fenego thanks all speakers, participants, and partners for their contributions and looks forward to the next edition!
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