In our most recent issue, we posed questions around AI adoption to industry experts, who shared some valuable insights into uptake, adoption and opportunities 

CREDIT: This is an edited version of an article that originally appeared in the June issue of Dealer Support 

Artificial intelligence is moving beyond industry buzzwords and becoming a practical tool for workplace supplies and technology dealers looking to improve efficiency, customer experience and day-to-day operations. As the focus shifts towards measurable outcomes and operational value, Jason Jones, customer business manager – office supplies at Nescafé, explains why AI’s greatest strength lies in reducing friction across the customer journey.  

“The biggest opportunity for AI is making an organisation’s life easier. Dealers are operating under pressure from rising costs, time constraints and labour shortages. AI is most valuable when it removes friction from everyday tasks such as ordering, forecasting, customer support and communication. Done well, AI allows dealers to focus on reliability, responsiveness and partnership – the areas where independents can genuinely differentiate themselves. 

AI is already delivering value where it’s applied to real customer and transactional data. It supports demand forecasting, surfaces usage insights, prioritises customer issues and automates routine administrative tasks. Even relatively simple applications such as analysing customer feedback, powering smart FAQs, or identifying purchasing patterns can translate data into practical actions with measurable customer and commercial impact. 

The strength of independent dealers is their relevance and service. AI helps by enabling them to have more personalised interactions, anticipate customer needs and deliver tailored solutions backed by human relationships. Customers still value partners who understand their business and solve problems quickly. AI simply makes that level of service more scalable. 

Smaller dealers should start with a clear business problem and keep initiatives simple. Activating AI features already built into ordering platforms, CRM or customer support tools is often the most practical approach. Focusing on incremental wins such as faster response times or better stock accuracy builds confidence and momentum without heavy investment.”