Applied AI: Where Distributors Are on the Journey—and Where They’re Headed

Artificial Intelligence (AI) isn’t a future topic anymore—it’s already reshaping how distributors quote, price, and serve customers. To better understand how ASA members are engaging with this fast-moving technology, the ASA Applied AI Task Group conducted its first member survey in September. The results reveal an industry that’s curious, cautiously experimenting, and ready for guidance.
 

Nearly three in four ASA members say their companies are already experimenting with AI. About 38% reported that they’re exploring use cases, 34% are piloting one or more AI tools, and another 19% have moved into implementation across parts of their operations. While full-scale adoption remains rare, the findings confirm a growing appetite for practical, results-driven innovation among ASA members.
 

When asked where AI could create the most value, respondents pointed to customer intelligence and CRM enhancement (58%), forecasting and predictive analytics (55%), and sales enablement and process automation (42–55%). Many see AI as a way to make smarter, faster decisions and free up employees for higher-value work.
 

The most common challenges members hope AI can help solve include data quality and integration (63%), manual, repetitive tasks (88%), and customer insights and personalization (47%). These numbers show that the opportunity isn’t only about innovation—it’s about solving long-standing inefficiencies that impact productivity and growth.
 

At the same time, respondents remain mindful of the risks. The most cited concerns were data privacy (66%), cybersecurity (46%), and integration with legacy systems (45%). Many noted that internal education and clear governance are essential as companies begin experimenting with these technologies.
 

“Distributors aren’t asking what AI is anymore—they’re asking how to use it,” said Ian Heller, Chair of ASA’s Applied AI Task Group. “Our role is to help them take that next step with confidence.”
 

The Applied AI Task Group, part of ASA’s Embracing the Future Council, was created to make AI accessible and actionable for distributors. Its members are focused on education, change management, and real-world business value—not theory. Over the coming months, the group will introduce new online resources under the Innovation section of ASA.net, collaborate with ASA University to develop training modules on AI fundamentals and best practices, and begin publishing case studies that show how members are starting to apply AI in their operations.
 

Members who want to get involved, share use cases, or learn more about upcoming webinars and resources can contact innovation@asa.net. The survey findings will help shape ASA’s future content and training opportunities throughout 2026, continuing the association’s effort to help the PHCP and PVF industry embrace technology responsibly and effectively.