How Boston Scientific uses AI search to transform B2B commerce + boost conversions

The future of B2B commerce is increasingly being shaped by a single, unignorable force: relevance. Customers today expect the same speed, personalization, and precision in their business transactions as they do in their personal lives — and forward-thinking companies are looking to AI to meet those needs.

A global study by Harvard Business Review Analytics Services found that 70% of respondents believe AI is essential to the future of e-commerce. However,  common barriers to success include data privacy concerns, talent shortages, lack of executive alignment, and difficulty measuring ROI, according to Alex Clemente of HBR Analytic Services

“AI isn’t the strategy—it’s a tool to deliver on strategy,” Clemente said. “To succeed, organizations must align their technology decisions with real customer and business needs.”

It’s exactly that clarity of purpose that sets Boston Scientific apart.

Boston Scientific’s transformation goals

Over the past four years, Boston Scientific, a $17B leader in medical devices, has been undergoing a digital transformation to align with how today’s B2B buyers want to work. The company’s e-commerce site, launched in response to shifting buyer expectations, has quickly become a core channel for both customers and sales reps.

But their goal wasn’t just to digitize transactions. It was to drive meaningful outcomes: better search, easier discovery, smarter self-service, and stronger rep support.

“We weren’t seeing the search performance we needed. Customers couldn’t find what they were looking for, and that was costing us opportunities,” said Deidre Peters, Head of Digital Experience at Boston Scientific.

To fix that, Peters and her team turned to Coveo’s AI-search platform. They integrated Coveo into their SAP Commerce Cloud stack to enable personalized search results, relevance tuning, and behavior-based recommendations.

The impact was immediate and measurable:

• Search conversion rates increased by over 20%
• Customers began discovering new products and bringing them up with their sales reps
• Reps started using the platform as a sales enablement tool, especially on mobile

AI-driven site search: All about the intent box

Boston Scientific followed Coveo’s guidance to rethink traditional site structure. Instead of splitting chat and search functions, the company embraced the concept of an “intent box”—a single intelligent entry point for finding answers, content, and products.

“That insight alone changed how we thought about digital interaction,” said Peters. “Customers don’t want multiple channels. They want fast, accurate responses wherever they are.”

Peter Curran, GM of Commerce at Coveo, agreed.

“The companies that win in B2B commerce are those that close the experience gap,” he said. “It’s not just about building a search bar — it’s about understanding intent, delivering relevance, and reducing the friction that slows down the buyer.”

AI and e-commerce: Benefits, challenges, and power that business leaders need to understand

AI and GenAI have tremendous benefits for e-commerce, but implementing these technologies is complex, and few companies can navigate it alone. That’s where partnerships come in.

Better customer experience improves business outcomes

Boston Scientific’s strategy is firmly grounded in results, both for the user and the business. And that’s what makes their transformation a standout example in the B2B space.

They aren’t just tracking revenue—they’re connecting digital engagement to customer lifetime value, retention, and reduction in service costs. For example:

• E-commerce users have a significantly higher retention rate than those who don’t engage online
• Search improvements reduced inbound customer service calls around product findability and order tracking
• The platform has become a lead-generation engine, as buyers discover new products on their own and loop in reps for follow-up

Clemente said that this reflects the kind of long-term value organizations need to surface as they move beyond pilot programs and toward enterprise-wide AI implementation.

Lessons learned, real-world impact 

Boston Scientific’s journey with SAP and Coveo is a reminder that successful AI transformation in B2B isn’t about hype or chasing trends. It’s about solving real problems, improving buyer experiences, and aligning with business outcomes.

Three key takeaways from Boston Scientific’s journey:

1. Start with the problem, not the platform. AI only delivers value when tied to a clear business or customer need.
2. Think in terms of relevance, not channels. Whether it’s chat, search, or generative answering, the goal is fast, frictionless results.
3. Choose partners who can go beyond the tech. Strategy, support, and collaboration make the difference between implementation and impact.

With support from the right technology partners and a focus on real-world business impact, Boston Scientific is showing what the future of B2B commerce looks like: relevant, responsive, and results driven.