The B2B commerce
reality check

Where to place your AI bets (and where not to)

With IDC's Heather Hershey, Research Director for AI-Enabled
Digital Commerce

teaser-IDC-webinar

Date: April 23, 2026
Time: 15:00 – 16 :00 CET | 09:00 A.M. Eastern Time
Free · Recording included

In B2B commerce, the pressure to make the “right” next move has never been higher. Budgets are under scrutiny, AI is everything everywhere all at once, and the sheer number of options makes it harder to commit. That’s why we’re bringing in IDC – to combine independent market perspective with what we see working across our customer base, and help you cut through the noise.

Reserve your spot

Choosing the right path has never been harder.

AI is everything everywhere all at once – from AGI promises to simple workflow automation. With thousands of tech solutions competing for your attention and budget, decision paralysis has become the biggest risk of all: inaction.

Or worse – you tried AI and it didn’t “work.” Now, going ahead is even harder.

We see this with our own customers every day. That’s why we invited IDC’s Heather Hershey to bring the outside-in perspective: independent data, honest analysis, and a pragmatic view of what the present actually requires – beyond the hype.

73%

of B2B firms say AI expectations exceed actual results

14,000+

martech solutions – up from 150 a decade ago

#1

risk cited by commerce leaders: inaction due to overwhelm

18 months

IDC’s planning horizon for B2B commerce investments
Read more

60-minute agenda

0–5 min
Setting the stage: The AI pressure sandwich: top-down mandates, bottom-up confusion, and the paradox of too many choices.
Andy Stanis, Intershop

5–30 min
IDC insights: What’s real vs. what’s hype: Market data, agentic AI demystified, the “unsexy” B2B opportunity, common mistakes, and what separates leaders from laggards.
Heather Hershey, IDC

30–40 min
Your decision framework: Modernize, Elevate, or Accelerate — identify your stage and find the right “job to be done” for your organization.
Andy Stanis, Intershop

40–50 min
Proof in practice: Real-world case study: how a B2B organization identified and solved a specific “job to be done” with practical AI.
Tobias Giese, Intershop

50–60 min
Q&A + Your action plan: Heather’s top recommendations, live Q&A, and your clear next steps.
Andy Stanis + Heather Hershey

Your speakers

heather_square
Heather Hershey

Research Director, AI-Enabled Digital Commerce · IDC

With her background in AI research and as a commerce analyst with IDC, Heather provides a straightforward perspective on how businesses should approach digital commerce and AI in 2026 and beyond.

Andy_Stanis
Andy Stanis

EVP & Managing Director  ·  Intershop Americas

Andy leads Intershop’s Americas business and works daily with B2B organizations navigating platform modernization and AI adoption. He’ll share the decision framework Intershop uses with its own customers to prioritize what matters most.

Tobias_Giese
Tobias Giese

Executive VP Customer Success · Intershop

Tobias leads customer success at Intershop and brings the proof: a real-world case study showing how a B2B organization identified a specific “job to be done” and solved it with practical AI – including what worked, what didn’t, and the business impact.

Break the analysis-paralysis cycle.

April 23, 2026 · 60 minutes · Free · Recording included

Common questions

Is this a product demo?

No. The session is built around IDC’s independent research and a practical decision framework. Intershop’s platform will come up in the case study section – we’re a B2B commerce vendor and that’s where our real-world examples come from. But the majority of the session focuses on market data, strategy, and helping you make better decisions regardless of your tech stack.

Who is this for?

B2B commerce leaders, IT decision-makers, and digital commerce managers at mid-market and enterprise organizations. If you’re weighing AI investments, defending your commerce budget, or trying to figure out what to prioritize next – this is for you.

What if I can’t attend live?

Register anyway. We’ll send you the full recording, slides, and the IDC decision framework within 24 hours of the event.

Is there a cost?

No, the webinar is free to attend. All you need is your business email to register.

Will I get the slides and materials?

Yes. All attendees and registrants receive the recording, slide deck, and a downloadable version of the decision framework after the event.