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AI in B2B Commerce: Roadshow for AI-ready Commerce
How B2B companies use AI and agents in customer interactions and internal processes. With a practice case from ABUS, keynote, panel and networking at foobar Agency.
From AI projects to the agentic enterprise.
Transform faster. Work smarter. Stay ahead.
foobar Agency helps large enterprises and upper mid-sized companies turn the potential of AI into value – and into a competitive advantage that changes how they think, work and grow. Our approach is consistently focused on measurable impact.
Companies that work with foobar Agency
The starting point
Why AI projects rarely change the company
Almost every company runs AI pilots today. Only a few of them change how the company works. It usually comes down to the same four hurdles.
Processes run in silos.
Most pilots speed up a single step in a process that was built for people. Sales, service and logistics work side by side, handovers run via email and Excel. The agent makes one piece faster; the process stays the same.
Solution: Agentic target model
We rethink your processes for agents and map the target model across departments. Then we start small, with the process that shows impact fastest, and build from there.
Data is scattered.
Customers, products, prices and inventory live in ERP, shop, PIM and spreadsheets, each source with its own truth. An agent built on top of that decides with half the picture.
Solution: Data harmonization
We harmonize your data on one platform, with consistent definitions for customer, product and price. Your agents decide with the full picture.
Agents can’t reach the systems.
Many pilots run alongside the process. They can answer, but not book, order or approve. Without access to ERP, shop and internal services, it stays a demo.
Solution: Agent gateway
We build an agent gateway into your infrastructure. Via MCP servers, agents reach ERP, shop and internal services – with clear permissions, logging and approvals.
After the pilot, nobody is in charge.
No operations, no measurement, no further development. The impact remains an assumption, and the budget moves on to the next pilot.
Solution: Operating model
We develop the operating model for your agents: who runs them, who approves, how impact is measured. That turns a pilot into business as usual.
Clear all four hurdles and you work agentically. Across the entire company.
The vision
A company that learns faster than its market.
In the agentic enterprise, people and agents work together. The result is an advantage competitors can’t simply buy, because it is built on your data, your processes and your knowledge.
Act faster.
Agents detect signals from sell-out, service and supply chain the moment they occur, and act within your rules: adjusting prices and promotions, rerouting inventory, informing customers. Until now, this only showed up in the monthly report.
Result: fewer write-offs, less missed revenue.
Work leaner.
Agents capture orders, answer inquiries and maintain master data around the clock. Routine work goes to them; your team takes care of exceptions, customers and decisions.
Result: lower cost per transaction and room to grow without additional headcount.
Increase customer value.
Agents know each customer’s history, needs and context and act on it: personal advice in the shop, predictive reordering in the B2B portal, offers that fit. Until now, this was only possible for key accounts.
Result: more revenue per customer through higher conversion and more repeat purchases.
One yardstick:
Impact.
Every recommendation, every platform and every agent has to make a tangible difference to the business – and we make that impact measurable. Our entire work is aligned to it, from the first analysis to ongoing operations.
Services
AI Impact Layer on the AI Impact Stack
People set goals and boundaries, agents act, data shows the impact. That takes an architecture. Impact sits at the top, below it the agents, below them the systems they work on. Around everything: your rules. Every agent is assigned to a value lever, so every investment is tied to a KPI your company already steers by.
Impact
Four value levers
- Operating costsOrder entry, quote agent, service co-pilot
- RevenuePurchase advice, replenishment
- Gross marginPrice and promotion signals, returns prevention
- Working capitalForecast and inventory agents
AI Impact Stack
Systems, platforms, data
- Composable & Agentic Ecosystemcommercetools for B2C, B2B, D2C and apps, plus FactFinder, Algolia, Contentful, Hygraph
- Data platformSnowflake, Databricks
- MCP serversAccess to and orchestration of microservices and internal systems
- Agent operationse.g. on Vercel, Snowflake, Databricks or n8n, with monitoring and cost control
Your rules
Governance
- Data sovereigntystays within your company
- Approvalsagent acts or suggests
- Measurementevery impact in your reporting
Technology partners
Platform-agnostic, certified
We are platform-agnostic and recommend what fits your business. We hold a certified partnership with every one of these technologies. We run agents wherever it fits your architecture: for example on Vercel, directly in Snowflake or Databricks, with n8n or in your own cloud on AWS, Azure or Google.
Where do you stand?
Four maturity levels to the agentic enterprise
Hardly any company starts from zero, and hardly any is already at the top. We meet you at your level and plan the next leap.
Stage 1
Accessible
Systems and data are accessible via APIs and MCP servers. Agents can read and transact.
Stage 2
Assisted
Agents prepare and recommend, people decide. The first KPIs start to move.
Stage 3
Autonomous
Agents act within approved boundaries, for example in order entry, reordering or service.
Stage 4
Agent-led
Core processes run through agents. The organization leads through goals, rules and KPIs.
In the Impact Check, we determine which level your company is at.
References
Projects on the way to the agentic enterprise
A company becomes agentic step by step. The journey often starts with a commerce or data platform that makes systems and data accessible. The agents build on top of it. Our references show retailers and manufacturers at different points along this journey.
Industry and manufacturers
A Clear Course for the Direct Channel
The goal: to turn a leading international coffee brand’s own D2C channel into a true growth driver—with customer loyalty that extends beyond established marketplaces. foobar Agency analyzed the entire e-commerce journey, identified action items, prioritized them for implementation, and established structures that enable the company to independently manage and expand its direct-to-consumer business.
Direct-to-consumerStrategy & consulting
Retail
From Legacy to Composable Commerce
Since 2019, foobar Agency has accompanied porta Möbel on its path to digital market leadership: from legacy analysis via incremental headless commerce to a full composable commerce architecture on MACH principles.
Composable commerceSearch & discoveryOmnichannelStrategy & consulting
Retail
How HSE Knows Which Marketing Pays Off
How many new customers a campaign brings was always measurable at HSE. What those customer relationships would still be worth in future could only be estimated. Today HSE steers its marketing budget by the actual value of entire customer groups.
AI & forecastingData platformsStrategy & consulting
foobar Labs
We’re working today on the autonomy of tomorrow
In foobar Labs, we conduct applied AI research together with universities and industry partners, with public funding. What emerges there flows into our tools and into your projects.
Industry and circular economy
ViscoCircle
AI readjusts injection molding on its own.
An AI model detects viscosity fluctuations in plastic batches, especially in post-consumer recyclates, and adjusts the injection molding process autonomously. Autonomy right at the machine, with people supervising – and with the goal of making recyclates reliably processable.
Funded by the German federal ZIM program, with BKW Kunststoff and Aalen University
Healthcare and clinical decision support
KIONET-AI
AI that supports therapy decisions for children with cancer.
When standard therapies fail, doctors have to find evidence for individual treatment options in hundreds of studies, usually under heavy time pressure. An AI system searches the literature, rates the evidence and links every statement to the passage it comes from, so everything can be checked in minutes. The decision stays with the doctor.
Funded by the German federal KMU-innovativ program (BMFTR), with TUM Klinikum, running from March 2026 to February 2028
From the Labs into practice
AI-assisted development processMCP server building blocksAgent evaluationfoobar Agency
The consultancy for the agentic enterprise in the DACH region.
We advise. We build. We research.
For large enterprises and upper mid-sized companies in retail and industry. Strategy, platforms, data and agents sit with one team at foobar Agency. Retailers and manufacturers such as ABUS, porta Möbel, Segmüller and HUK Autoservice have worked with us for years.
In-house AI research in foobar Labs
1st place E-Commerce Germany Award
Top Agency 2026
Certified partner of every platform we use
Matthias Dietrich
Co-CEO
Philipp Krueger
Co-CEO
Perspectives
What we learn from implementation
Agentic Commerce: What Retailers and Manufacturers Should Prepare Now
A year ago, shopping was supposed to move into ChatGPT. What became of agentic commerce, where revenue and savings lie today and which five steps pay off now.
Gartner Magic Quadrant 2026: What It Means for Your Platform Decision
Gartner has changed the rules of the Magic Quadrant for Digital Commerce. What that means for evaluating your commerce platform, and six questions to ask now.
From Snowflake to AI: Predictions and LLMs on the Commerce Data Model
Three maturity stages — from deterministic calculation through probabilistic prediction to LLM-driven service co-pilots. What Snowflake Cortex delivers today and which prerequisites need to be in place first.
Semantic Search and Agentic Search in B2B: When Vector Embeddings, When LLM Agents?
Vector embeddings, hybrid search, agentic LLMs: which AI search stage actually delivers in B2B — and which becomes an expensive pilot. Four decision questions, architecture options, honest limits.
FAQ
What executive teams ask before they start
With the Impact Check. In two weeks, we assess your maturity level, identify the problem areas and design the blueprint for your first agent. Then we implement it.
Many existing systems can be made accessible to agents via APIs and MCP servers. We only renew where a system blocks the value lever.
Through the human-in-the-loop principle: for each agent, you define which steps a person reviews and approves and where the agent acts on its own within defined boundaries. Every step is traceable, and the data stays within your company.
The baseline is set before the start; after the start, the impact flows into your reporting, net of the agents’ costs. What doesn’t work, we adjust or switch off.
Agents need operations: monitoring, evaluation, cost control and further development. We take this on until your team can carry it themselves, and enable them along the way.
Agentic commerce means AI agents research, compare and buy on behalf of customers. It has already begun: consumers and buyers research and compare in AI assistants, while purchases still happen in the shop. As soon as agents also close the purchase, only those who provide assortment, prices and availability in machine-readable form will make the shortlist. We prepare your commerce stack for this, so it serves people and agents alike.
Platform-agnostic. We work with what you already run and only recommend something new if it fits your business. We hold a certified partnership with every platform we use.
Consulting, implementation, operations and research sit with one team. What we research in foobar Labs flows into our tools and into your projects.
Getting started
The Impact Check: the blueprint for your first agent in two weeks
Two weeks, at a fixed price. For executive management, CIO and CDO. Afterwards, you know where your company stands, what is holding back the use of agents today and what your first agent could look like.
What you get
- Maturity assessment with an evaluation matrix for your company
- Problem-area analysis along the four hurdles: processes, data, system access, operations
- Blueprint for your first agent
- Outlook on the next steps
Prefer to talk first?
Get in touch
We look forward to your enquiry.
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