Understand AI. Apply It to B2B. Lead With Confidence.
B2B AI Fundamentals
A practical AI certification built specifically for professionals working in manufacturing and distribution.
AI is quickly changing how manufacturers and distributors operate, sell, serve customers and make decisions. B2B AI Fundamentals cuts through the hype and gives participants a practical foundation in AI through the lens of manufacturing and distribution.
Next live cohort begins Thursday 3 December 2026.
Led by senior AI leaders from B2BEA and industry. Each lesson ends with a quiz exam, and every session is recorded and available on demand.
AI literacy is becoming a core B2B skill.
You don't need to become an AI expert. But increasingly, you do need to understand AI.
Whether you're leading the organisation or working across eCommerce, digital, sales, marketing, customer experience, operations, IT or service, AI will influence the technology you use, the decisions you make and the expectations of your customers.
Built for the people who run manufacturing and distribution
No technical or AI experience is required. If you work in or lead a B2B organisation, this course meets you where you are.
Four 2-hour sessions, delivered live to one cohort
Everyone learns the same material at the same time, with the instructors and their peers in the room. Every session is grounded in the realities of manufacturers and distributors — not generic AI theory.
Session 1: What Is AI, Really?
What is AI and what does it mean for B2B?
Cut through the terminology and understand what AI actually is, how it works and why it matters for manufacturers and distributors.
We'll break down generative AI, machine learning, copilots and AI agents in plain language, using practical B2B examples.
You'll leave understanding what AI can do today, what it can't, and which developments are worth paying attention to.
Session 2: AI Features Already Have?
Before buying something new, understand what you already have.
AI is increasingly built into the platforms manufacturers and distributors already use, from ERP, CRM and eCommerce to productivity, customer service, marketing and analytics platforms.
Learn how to identify these capabilities, ask better questions of your technology partners and understand where your existing investments could deliver greater value.
Session 3: AI Across Your Buying Journey
Identify where AI can create business and customer value.
Follow the manufacturing and distribution customer journey, from product discovery and research through quoting, ordering, account management and customer service.
We'll explore practical use cases across the front and back office and provide a framework for identifying where AI could create the greatest value within your organisation.
Session 4: How Do You Use AI Safely?
Move forward without creating unnecessary risk.
Understand responsible AI (RAI) and the AI risks that matter specifically to manufacturers and distributors, including customer data, pricing, product information, supplier information, intellectual property and commercially sensitive data.
Learn where AI can get things wrong, where human oversight is essential and the questions leaders should be asking as AI adoption grows across their organisation.
A live cohort, not a self-paced video library
You move through the course with the same group of professionals, then keep access to every session afterwards.
Live cohort
Four scheduled sessions attended in real time with the instructors and a fixed group of peers from across the industry.
2 hours per session
Each session runs for two hours, eight hours of live teaching in total, designed to fit around a working day.
Quiz exam after each lesson
Every lesson ends with a short quiz exam that checks understanding and counts towards your certification.
On demand after recording
Each session is recorded and available on demand afterwards, so you can revisit the material or catch up if you miss one.
Next cohort dates
Phane Mane
Global AI Lead, Boston Scientific · Chair, B2BEA AI Council
Phane leads global AI at Boston Scientific, working across the platforms, data and teams putting AI to work in day-to-day commercial operations.
As Chair of the B2BEA AI Council he works with manufacturers and distributors across the Association's global network on how AI is being applied in practice, and where it genuinely creates value.
In B2B AI Fundamentals he brings that perspective to a practical, non-technical program built for leaders who need to understand AI and decide what to do with it.
Earn the B2B AI Fundamentals Certification
Participants who successfully complete the program receive the B2B AI Fundamentals Certification from the B2B eCommerce Association, a credential that signals to your organisation, your customers and your network that you understand how AI applies to B2B.
- Industry-specific. Built around manufacturing and distribution, not generic AI
- Practical and non-technical. No coding, no prior AI experience needed
- Taught by senior AI leaders from B2BEA and industry
- A recognised certification from the global B2B eCommerce Association
Request your place in the next cohort
Complete the form below to request enrolment in B2B AI Fundamentals. The Academy team will confirm your place and arrange payment of $695 USD. Team enrolments and group pricing are available on request.
Ready to lead with AI in B2B?
Next live cohort: Thursday 3 Dec 2026 – Thursday 28 Jan 2027
Join professionals from manufacturers and distributors building the AI foundation their organisations need. Enrol yourself or your team today.
Team enrolments available — contact the Academy team for group pricing.