Oct 7, 2026 · 4 min · 6 segments
Isaac Morey sat down with Aaron Sheehan at Shoptalk Fall in Nashville. Aaron is the VP of Strategy and Partnerships at OroCommerce, an e-commerce platform made for manufacturers and distributors. The…
Aaron SheehanGuestIsaac MoreyAnything standing out in those conversations? Any talk of the town? Any hot takes people have been giving you?
A lot of people, a lot of vendors here are talking about AI as a solution to a lot of problems, but it appears to have not solved very many problems yet for a lot of people in B2B because their challenges are still the same ones they've had for 20 years, which is legacy tech debt, buyers that want to do things a specific way, the way they've always done it.
Think there's potential for AI to solve all this tech debt, or do you think people kind of overapply it and end up digging a deeper hole?
I was moderating some tables yesterday, and the, the questions that I ask and the answers I get are basically AI is being used at a lot of B2Bs.
But they're not pointing it outward at their customers yet because B2B transactions are so often heavily governed by rules, by workflows, by permissions, that there is a real wariness, I think, of letting an agent come in and order on behalf of or approve an order because you mean, you know it's B2B.
And, uh, whether a three pallets of tools get to the right job site on time makes a massive difference.
And so the variability of whether that there's a, an LLM hallucination or simply an unknown sort of exception that needs to be handled, that really incentivizes people to be in the loop on those relationships.
Anything standing out in those conversations? Any talk of the town? Any hot takes people have been giving you?
A lot of people, a lot of vendors here are talking about AI as a solution to a lot of problems, but it appears to have not solved very many problems yet for a lot of people in B2B because their challenges are still the same ones they've had for 20 years, which is legacy tech debt, buyers that want to do things a specific way, the way they've always done it.
Think there's potential for AI to solve all this tech debt, or do you think people kind of overapply it and end up digging a deeper hole?
I was moderating some tables yesterday, and the, the questions that I ask and the answers I get are basically AI is being used at a lot of B2Bs.
But they're not pointing it outward at their customers yet because B2B transactions are so often heavily governed by rules, by workflows, by permissions, that there is a real wariness, I think, of letting an agent come in and order on behalf of or approve an order because you mean, you know it's B2B.
And, uh, whether a three pallets of tools get to the right job site on time makes a massive difference.
And so the variability of whether that there's a, an LLM hallucination or simply an unknown sort of exception that needs to be handled, that really incentivizes people to be in the loop on those relationships.
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