In a recent keynote at an industry conference, Co-Founder Bowie Cheung shared thoughts and findings from a recent poll we conducted with distributors on their sentiments and thoughts on AI.

Below you’ll find the presentation in full. Keep scrolling for highlights from the conversation.

Highlights

AI Adoption Amongst Wholesalers Is 4x Where It Was 18 Months Ago

According to data from the U.S. Census Bureau and Goldman Sachs Research, the percentage of wholesalers using AI has quadrupled in just a year and a half. While the wholesale trade industry still lags behind sectors like information and professional services, it now sits firmly in the middle of the pack among all industries surveyed.

This rapid growth is noteworthy. It reflects both a broader trend of digital transformation in foodservice and the increasing accessibility of AI tools. Distributors that were once hesitant are now exploring AI to stay relevant, and the pace of experimentation is accelerating.

The Majority of Sales Reps are Experimenting with AI

This even distribution highlights both early adopters and untapped potential. A full 75% of DSRs are experimenting with AI at some cadence, suggesting that awareness and practical application are gaining ground, even if institutional adoption is still catching up.

Sales and Marketing Dominate Use Cases

While many respondents are still in exploration mode (which is natural for a new and evolving technology), the significant focus on sales enablement and efficiency shows that AI is being viewed as a real lever for business outcomes. Increasing revenue is the ultimate goal, with efficiency coming in slightly behind.

Undercurrents of Concern Drive Adoption

Despite the excitement, there’s also a clear undercurrent of concern. When asked about their feelings toward AI, distributors most commonly expressed:

This signals a growing awareness that standing still isn’t an option. Competitors who lean into AI may gain speed, scale, and personalization advantages that will be hard to match without similar investments. Distributors recognize that not adopting AI could eventually be more costly than doing so.

Majority of DSRs Are Performance Focused or Generally Curious About How to Leverage AI

These numbers tell us that most DSRs are open-minded and performance-oriented - they just need the right tools, training, and leadership to guide the way.

Final Thoughts: Practical Takeaways for B2B SaaS and Foodservice Leaders

Distributors are approaching AI with a blend of curiosity, ambition, and caution. They’re looking for partners who can help them cut through the noise and put AI to work in meaningful ways.

The opportunity is clear: with the right support, distributors can move from AI awareness to AI acceleration. And those who do will be the ones shaping the next chapter of foodservice distribution.

Interested in seeing how Pepper is helping foodservice distributors unlock the power of AI? Request a demo today.