GenAI in B2B Product Configuration

A Showcase Demonstrates What’s Already Possible

Product configuration is the heart of many B2B sales processes – especially for highly customizable, complex, and technical products. It’s the moment where deals are won or lost: does the customer receive a fast, technically sound offer, or drop out of the process?

Generative AI (GenAI) brings a new dimension to this: it can interpret natural language inputs, apply complex rule sets, and generate a complete, buildable configuration within seconds. Studies predict that by 2026, around 30% of large B2B companies will integrate GenAI into CPQ and e-commerce systems – with measurable gains in efficiency and revenue.

In this article, we explore how GenAI can already be realistically applied in product configuration today – and what is needed for successful implementation.

eCC 2025 SHOWCASE – FROM WIND TURBINE TO QUOTE FILE

Generative AI does not stop at the B2B sales of complex products. But what does that mean in practice for manufacturers whose configurators still rely on static inputs and complex rule sets?

To make this tangible, Byron Wells (Solution Manager, 4PACE) and Dominik Schmitt (Head of Web Products & Software Developer, 4PACE) presented a live showcase at eCC 2025 on product configuration. The goal: to show how GenAI not only supports technical configuration logic but also the entire sales workflow from customer inquiry to final quote.

GenAI showcase at the eCC 2025

At the center were the solutions 3PQ® and CADClick® N3XT, which together enable an end-to-end process: from inquiry to configuration to finalized CAD data.

Using a wind turbine with variable components, the live demo illustrated:

Natural language inquiry – The customer freely states their requirements in a chat interface.
Automatic configuration – GenAI interprets the input and passes it into the 3PQ® configuration logic.
3D visualization – The configured turbine appears as an interactive model. Any changes are shown in real time.
CAD data generation – CADClick® N3XT creates matching CAD models and links them to the configuration.
Quote creation – All data flows directly into the quoting process – without media disruptions or manual work.

The eCC 2025 showcase made it clear how GenAI can be seamlessly embedded into the B2B sales process – from natural language inquiries to visual validation and automated CAD data generation. This proves that GenAI isn’t just experimental anymore – it delivers real, tangible value to sales teams and customers in the form of faster processes, more precise quotes, and intuitive interactions.

That said, GenAI won’t solve all sales challenges – and it does not replace the expertise of sales professionals. To understand the realistic potential and limitations, check out our follow-up article.

REQUIREMENTS FOR SUCCESSFUL GenAI DEPLOYMENT

For GenAI to be applied effectively in complex B2B product sales, you need more than a clever language model. At its core, AI doesn’t “guess” configurations – it relies on your company data and embedded rule sets in the CPQ system.

How does this work in practice?

Training and reference data: GenAI uses quote and customer data – e.g., which discounts led to successful deals, or which offer texts converted best.
Rule-based configuration logic: GenAI doesn’t decide if a variant is technically viable – that’s up to the product logic in 3PQ®. GenAI simply translates customer requests into valid inputs.
Data linking: With CADClick® N3XT integration, the AI can automatically generate CAD data and link it to configuration rules – producing technically accurate, visually validated results.

Core requirements include:

Clean product data: Complete, current, centrally maintained info in PIM/PLM systems
Consistent rule sets: Clear logic for dependencies, variants, and pricing
Data quality assurance: Regular checks for duplicates, outdated info, or contradictions
Structured history data: Past successful quotes, discounts, and copy form the basis of learning

GenAI is only as good as the data it can access. The showcase proved: AI can dramatically accelerate configuration and quoting – but only if the foundational data is solid.

IS GenAI YOUR MUST-HAVE OR A SHOW-STOPPER?

Generative AI will transform B2B sales – but how fast and how effectively depends on two factors: technological maturity and data quality. Studies show that companies already using integrated AI report major gains – like faster quote cycles and smarter product recommendations.. But in practice, many initiatives stall due to poor data, unclear processes, or security concerns.

WHAT MANUFACTURERS OF COMPLEX PRODUCTS SHOULD DO NOW:

Plan strategically: Identify the processes that benefit most from automation – no need to revamp everything at once
Secure data quality: A clean, centrally managed product and rules base is non-negotiable
Launch pilot projects: Start with clearly defined use cases – like language-based configuration or automated document generation – to achieve fast, measurable results
Engage your team: Sales teams remain essential. GenAI handles the repetitive tasks so they can focus more on consulting and customer care

Generative AI isn’t a show-stopper – it’s a powerful tool, as long as it’s used correctly. Companies that now begin building the right foundation and taking first steps will see measurable competitive advantages in the coming years: faster decisions, higher win rates, and a more modern customer experience.