B2B buying is changing faster than most manufacturers realize. AI agents are already shortlisting suppliers, marketplaces are capturing transactions, and the companies that don't own their digital customer relationship are quietly losing ground without even knowing it.

In this session, Alexander Graf, Co-founder of Spryker, will show why the manufacturers winning the next decade aren't fighting AI or avoiding platforms, but building owned digital channels that make buying and service so effortless that customers keep coming back.