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Issue 047Field NoteAI for CommerceRef 146

AI for B2B ecommerce: where to start safely

B2B ecommerce operations can benefit from AI applications, but careful integration is required. This means prioritising data integrity, understanding security implications, and focusing on practical, measurable improvements without overcomplicating initial deployments.

Heddwyn Coombs· Creative and Digital Director
4 min readReviewed May 2026
"For B2B operations, where data accuracy and process reliability are paramount, a strategic starting point for AI is essential."
Written by
Heddwyn Coombs, Creative and Digital Director at iWeb
Heddwyn Coombs
Creative and Digital Director
29 years at iWeb

Heddwyn co-founded iWeb and leads creative and digital direction across the agency. Adobe Commerce architect since the Magento 1 era, he writes the strategy notes on platform choice, headless, agentic checkout, AI for commerce and the trade-offs leadership teams hit when modern tooling meets operational reality. Opinionated about data structure, design systems and catalogue size, cautious about unnecessary frontend complexity, and focused on work that stays commercially manageable over time.

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