The state of AI in distribution: Insights from SRS Distribution’s CTO

By The Coffee Shops. 

AI is poised to superpower humans and companies alike. 

Editor’s note: This article was written by Copilot based on Karen L. Edwards’ notes from summit presentations. 

SRS CTO Cory Gundberg delivered an insightful presentation on the transformative potential of AI in the distribution industry at the recent SRS Distribution x InstaLILY AI Innovation Summit. His talk highlighted the current state of AI, its impact on businesses and the path forward for leveraging AI as a superpower. 

AI at an inflection point 

Cory began by discussing the significant inflection points in technology, such as the dawn of the internet and mobile phones, which fundamentally changed how society functions. He emphasized that AI is at a similar inflection point, poised to superpower humans and companies alike. Those who effectively harness AI will gain a competitive edge, while those who do not will be left behind. 

The world is ready for AI 

Cory pointed out the rapid adoption of AI technologies, citing the example of ChatGPT, which reached 100 million users in just two months. In comparison, it took Instagram two years and TikTok nine months to achieve the same milestone. This rapid adoption indicates that the world is ready and hungry for AI, and businesses need to figure out how to leverage this technology effectively. 

One of the key areas where AI can make a significant impact is sales. Cory noted that sales representatives spend 40% of their time on administrative tasks such as taking notes, entering data and following up on emails. According to a Deloitte study, AI can free up 20% of this time, equivalent to one day a week, allowing sales reps to focus more on selling. 

AI in action: Real-world examples 

Cory shared several real-world examples of AI in action. For instance, a virtual selling assistant for Heritage Pool can recommend the right pump for a specific pool size, show it to the customer and facilitate delivery within an hour. Another example is Partstown, where an AI chatbot led to a 900% increase in conversions and a 20% increase in average order value. 

Investing in AI 

Large companies like Amazon, Google, PepsiCo are investing tens of millions of dollars in AI. However, smaller companies can also benefit by partnering with AI firms like InstaLILY. By standardizing and digitizing core processes, businesses can reduce employees being overwhelmed while also improving efficiency. For example, an AI assistant can capture notes from phone calls and automatically add them to ERP software for the person answering that call, saving time for them to focus on other things that deliver more value. 

Addressing cybersecurity challenges 

Cory also highlighted the growing importance of cybersecurity. By 2025, 80% of phishing attacks were AI-driven, up from 67% in 2024. Traditional spam filters will no longer be sufficient to stop bad actors. He cited a $25 million deep fake scam involving Arup, where AI impersonated the CEO and CFO on a video call to convince employees to transfer the money. 

The path forward 

Looking ahead, Cory emphasized the need for businesses to move from insight to action. AI agents can take action on behalf of humans, such as sending emails, generating leads, creating estimates and even producing marketing collateral. He encouraged businesses to test and learn, partner with AI firms and be willing to fail fast to achieve meaningful AI integration. 

Cory’s presentation provided a comprehensive overview of the current state and future potential of AI in the distribution industry. His insights underscored the importance of strategic investment, practical applications and continuous learning. As AI continues to evolve, its role in transforming the distribution and roofing industry will only become more significant. 

Watch Cory’s interview with The Coffee Shops COO Karen Edwards below: