Held in London from 6-8 October, the OPI European Forum brought together senior executives from across the business supplies industry for two days of education and networking. Day one opened with a State of the Industry session hosted by Workplace360 CEO Steve Hilleard. The leaders he interviewed acknowledged the ongoing decline of traditional OP – though signs suggest the rate may be slowing.
The message was clear: adapt or be left behind. Collaboration emerged as another central theme: manufacturers, distributors and resellers need to build trust and align around shared goals in order to thrive in the next phase of transformation.
AI for competitive success
AI dominated the programme and was at the heart of Katie King’s keynote address. As CEO of AI in Business, King explored how AI can be harnessed for competitive success and urged delegates to “use AI to augment, not replace”. The RoundTable Rethink Podcast that followed demystified AI and encouraged delegates to take a “crawl, walk, run” approach using “tiger teams” to explore practical applications rather than chasing hype.
The takeaway: AI is already reshaping operations, customer service and growth strategies. From agentic AI to governance frameworks, the opportunities are vast but require active engagement. As host Paddy Donnelly put it: “AI isn’t a spectator sport.”
SMEs, far from being disadvantaged, were seen as well placed to lead if they approach AI strategically – with clear plans, cross-functional taskforces and a culture of learning.
Beneath the tech wizardry ran a consistent human message. Success in an AI-driven world depends as much on tools as the people who use them. Attracting, developing and retaining the right talent was highlighted as critical. Alex Atherton, author of The Snowflake Myth, in this context, offered his take on Gen Z – exploring with humour if they are different and why they are. The upshot: businesses must bridge expectations and working styles.
Interactive roundtables drilled deeper into core themes, allowing attendees to explore challenges specific to their organisations. Benjamin Bonarius’ session on the marketing opportunities of YouTube offered food for thought for those yet to see it as a revenue generator. Cédrik Longin from humanAIze zoomed in on the specific AI opportunities for SMEs.
Double-edged sword
Day two began with a gripping session by Jim Wheeler, Head of Cyber EMEA at Infosys Consulting, on cyber trends, threats and agentic AI. He warned that over 60% of organisations were expected to face ransomware attacks in 2025, with average payouts exceeding £400,000. Despite rising security budgets, many firms remain underprepared due to skill shortages, fragmented systems and low awareness.
His advice: develop a crisis plan, know who to call and collaborate across borders. AI offers huge defensive potential, but it is also being weaponised – a battle that, he warned, “will never truly end”.
The next keynote from Andrew Mawson, founder of Advanced Workplace Associates, who examined ‘AI’s Impact on Work, Jobs, Organisations and the Workplace’. Mawson contrasted AI’s “superpowers” of scale, speed, prediction and limitless energy with qualities that machines cannot replicate: empathy, creativity and emotional intelligence. His message captured the balance perfectly: “AI handles scale, speed and consistency – for everything else, it’s humans.”
The closing panel, chaired by Highlands’ Gordon Christiansen, brought together leaders from across the sector to reflect on lessons learnt. AI again dominated, with panellists sharing their experiences – ranging from early experimentation to structured deployment and, for some, a fair amount of “random” adoption. Workforce dynamics and hiring strategies had also captured the imagination, with reverse mentoring and intergenerational learning hailed as the way forward.
