05/11/2026
12,000 articles in a product portal mean nothing if neither your customers nor an AI agent can interpret the relationships between them.
Manufacturers across the Nordics are investing in digital self-service, customer portals and international expansion. At the same time, AI-powered search, buying agents and digital assistants are becoming part of how B2B customers find and evaluate products.
Both trends depend on the same foundation: structured product data. Not just stored, but modelled with clear attributes, compatibility rules and product relationships that make a large technical assortment navigable.
When that structure is in place, a few things change:
→ Customers find the right spare part or variant without calling your sales team
→ Sales and customer service focus on questions where their expertise creates real value
→ AI tools have something reliable to work with, not just product names and item numbers
The companies getting this right treat product information as a shared business responsibility across product management, marketing, sales and IT, not as a data project owned by one team.
We put together a guide on turning product knowledge into a digital competitive advantage, covering system roles, assortment structure and AI readiness. The full piece is in the first comment.