AI is quickly redefining how B2B buyers search, evaluate and purchase — and distributors are feeling the pressure to keep up.

In the latest episode of the MDM Amplify Podcast, I sit down with Tom McFadyen, Founder & CEO of McFadyen Digital, to unpack what this shift really means for wholesale distribution and how companies can better position themselves for what’s ahead.

Tom brings nearly 40 years of perspective on digital commerce evolution — from early content management systems to today’s AI-driven and increasingly agentic commerce environment. That long view helps frame a key takeaway from the discussion: while the technology is moving fast, many of the core challenges — particularly around data and execution — remain the same.

A central theme of the episode is the emergence of answer engine optimization (AEO) and generative engine optimization (GEO) as critical new channels. As buyers increasingly rely on AI-powered tools to surface solutions — not just products — distributors must rethink how their data, content and expertise are structured to be discovered and cited.

MDM is hosting a May 7 webinar on this very topic that will deliver a wealth of insights and technical input on how distributors can give their company and its products the best possible chance of being found by agentic AI searches and large language models.

Additionally, McFadyen has provided a web tool for distributors to quickly audit how searchable their eCommerce site is.

The conversation also explores how companies can cut through the noise of hundreds of AI use cases and tools by focusing on ROI-driven priorities. McFadyen emphasizes the importance of identifying where AI can deliver measurable business impact — whether in product discovery, pricing, fulfillment or customer experience — rather than pursuing technology for its own sake.

The McFadyen team has just published a new book, “AI Best Practices for Commerce,” that distills 520 practical use cases of AI in B2B down to 125 and their key takeaways. It’s the company’s fourth book published overall.

At the same time, many distributors are still struggling to connect digital investments to real operational outcomes. Data quality, organizational alignment and change management continue to be persistent hurdles.

Looking ahead, McFadyen points to agentic commerce — where AI systems transact on behalf of buyers — as a major next frontier, particularly in B2B environments where purchasing behavior is more predictable.

The message is clear: the opportunity is significant, but success will depend on how well distributors align their data, strategy and execution in an increasingly AI-first landscape.

Listen to the episode via the audio player above, and you can view our full podcast library here.