Manufacturers and distributors face growing pressure to demonstrate commercial returns from investments in artificial intelligence and digital commerce platforms. Improving customer engagement through technology requires more than introducing new tools, particularly when fragmented data and legacy systems limit their effectiveness. These challenges will take center stage at B2B Online Europe 2026, scheduled for December 2-3 at the Maritim proArte Hotel in Berlin, Germany.

The conference will bring together more than 300 senior digital commerce and marketing executives from European manufacturing and distribution companies. Centered on the theme "Power Digital Growth," the two-day program will examine how businesses can translate technology investments into measurable improvements in sales performance and customer experience.

Artificial intelligence will receive significant attention, particularly its application beyond experimental projects. Sessions will explore the data requirements for scaling AI-powered workflows and the challenges of integrating intelligent systems into established business processes. Discussions will also address how AI can improve product search and guided buying, helping customers navigate extensive product catalogs while reducing barriers to digital purchasing.

Digital commerce adoption presents another challenge for manufacturers whose customers continue to rely on traditional sales channels. The conference will examine approaches to increasing self-service adoption while connecting digital platforms with existing commercial processes. Improving product discovery and reducing inconsistencies across customer interactions will form part of these discussions, alongside methods for assessing the financial impact of digital investments.

The program will feature executives and practitioners from organizations including Schneider Electric, ABB and Samsung Electronics. Representatives from RS Group and Rubix will also contribute industry perspectives. Case studies and panel discussions will examine implementation experiences, while closed-door leadership workshops will address enterprise resource planning integration and the organizational barriers that can delay technology adoption.

MarTech Outlook is serving as a media partner for B2B Online Europe 2026 because the conference directly connects with its editorial coverage of marketing automation and customer experience technologies. The event's emphasis on AI-enabled commerce is particularly relevant to marketing executives and technology decision-makers evaluating the commercial effectiveness of digital platforms. Through its editorial coverage, the publication can extend discussions beyond Berlin by examining practical applications of marketing technology and the challenges businesses encounter when scaling digital customer engagement initiatives.

The conference's focus on measurable results reflects a broader consideration for B2B commerce leaders: whether digital investments are improving purchasing experiences and contributing to revenue growth. Discussions in Berlin will provide an opportunity to assess implementation approaches and examine how manufacturers can address persistent integration challenges as AI becomes more deeply embedded in commercial processes.