Rudy Abitbol

I've been on your side of the table.

Most B2B eCommerce consultants have only ever been on the agency side. I've been on both.

As a senior commerce leader at multiple manufacturers and distributors, I’ve run the operations from the inside — managing teams of up to 40 people, digital budgets of up to $8M, and full commerce ecosystems from ERP to storefront. I’ve delivered 52% B2B sales growth, four consecutive years of double-digit online growth, and built the PIM, CRM, and marketplace strategies that made it happen.

I know what it takes to get internal buy-in, manage ERP integrations that nobody wants to touch, and convince a sales team that a digital channel won't replace them. That operator experience is what I bring to every engagement at Human After All.

AI is not new to me.

I've been integrating AI into B2B commerce operations since before it became a boardroom buzzword. While most consultants are still figuring out what generative AI means for their clients, I've already deployed it — in production, at scale, for real business outcomes.

I've implemented AI-powered product data enrichment that cut time-to-market by 40%. I use generative AI for content optimization, demand forecasting, and catalog enrichment across every PIM engagement. I build with AI-native development tools daily — using agentic coding to deliver implementations at a pace that traditional agencies can't match.

More importantly, I understand where AI actually changes the game for manufacturers and distributors — and where it's just noise.

Google's Universal Commerce Protocol (UCP), co-developed with Shopify, is making agentic commerce real. AI agents are already completing purchases inside Google Search, Gemini, and ChatGPT — without the buyer ever visiting your website. OpenAI has Instant Checkout. Microsoft has Copilot Checkout through Shopify. This isn't a 2030 roadmap. It's happening now.

For B2B, the implications are massive. If your product data isn't structured for AI discovery — rich attributes, complete specifications, machine-readable catalog feeds — your products don't exist in the agentic commerce layer. The companies that treat product data as AI infrastructure will capture the next wave of B2B purchasing. The ones running on PDFs and phone calls won't know what hit them.

Generative Engine Optimization (GEO) is how I think about this problem. It's not traditional SEO repackaged — it's a fundamentally different discipline focused on how AI systems evaluate, recommend, and transact on behalf of buyers. I've been writing about it, speaking about it, and implementing it for clients while the rest of the market is still debating whether AI matters.

This isn't a service I bolted on. It's how I think about every project. AI-first means the intelligence layer comes before the platform decision — not after.

Enterprise and global experience

My consulting work extends to some of the world's most recognized brands. I've served as an Akeneo PIM specialist for Goodyear's North American implementation, delivered digital readiness assessments for Tapestry Group (Kate Spade, Coach), and advised Pfizer on CMS modernization.

These engagements reinforced what I already knew from running operations in-house: at enterprise scale, the quality of your product data and the discipline of your integration architecture determine whether your digital channel generates revenue or creates overhead.