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How AI Will Change the Way Lubricant Buyers Buy
The lubricant industry, like many B2B sectors, is facing a seismic shift as artificial intelligence (AI) becomes an increasingly powerful tool in how products are researched, evaluated, and ultimately purchased. Historically, purchasing lubricants was a highly consultative process, involving back-and-forth between buyers and suppliers to solve specific industrial needs. Now, AI is reshaping that journey, enabling buyers to diagnose their challenges, explore solutions, and connect with suppliers more efficiently than ever before. This article delves into three ways AI is revolutionising lubricant buying, empowering buyers with immediate solutions, seamless supplier discovery, and better preparation for interactions with sales representatives.
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1. AI Empowers Buyers to Identify Solutions Independently
One of AI’s biggest impacts on the lubricant buying process is its ability to function as an independent problem-solver for buyers. Previously, if an engineer noticed increased wear on machinery—like conveyor belts frequently wearing out in a food manufacturing plant—they would contact a supplier or industry expert for advice. With tools like ChatGPT, the engineer can input their specific issue and receive instant recommendations, without waiting for a supplier’s response. This can mean suggested solutions like synthetic food-grade lubricants or other tailored products to address their precise situation.
The rise of AI as a problem-solving tool signifies a shift in power toward the buyer, who can quickly access solutions tailored to their needs. Unlike search engines, which offer a range of possible resources, AI-generated answers are streamlined and context-aware, making it easy for buyers to identify appropriate solutions without sifting through unrelated results. This access to immediate, relevant information not only saves time but also allows buyers to make more informed decisions early in their buying journey.
2. AI Simplifies Supplier Discovery and Selection
Once buyers have identified potential solutions, AI can help them take the next step: discovering suppliers who meet their specific needs. Imagine a buyer based in Sheffield, UK, who now knows they need a food-safe lubricant. They can ask an AI assistant to find nearby suppliers specialising in food-grade lubricants for industrial use. Within seconds, the AI can provide a curated list of suppliers in the area, such as Pennine Lubricants, a local provider of high-temperature chain lubricants tailored for food manufacturing applications.
This AI-enabled supplier discovery allows buyers to move seamlessly from problem identification to finding the right provider without needing to spend hours on web searches. AI narrows the options by considering location, specialisation, and industry-specific requirements, providing buyers with a targeted shortlist of relevant suppliers. This streamlined process means buyers can move faster through their decision-making journey and engage suppliers only once they’re confident in their choice, fostering a more efficient buying process.
3. AI Equips Buyers with Strategic Questions for Sales Meetings
AI doesn’t stop at recommending products and suppliers—it also prepares buyers for productive conversations with suppliers. Once a buyer has identified potential suppliers, they can use AI to determine the critical questions to ask in a sales meeting, ensuring their needs are met precisely. For instance, an AI assistant might suggest questions about lubricant durability, compatibility with existing equipment, or maintenance schedules. This way, when the buyer meets the supplier, they are equipped to have a focused, productive discussion rather than a broad or generic one.
This preparation stage marks a significant evolution in the lubricant buying process. Buyers are no longer coming into meetings with limited background knowledge or questions to ask. Instead, they can engage with suppliers as informed decision-makers, ready to drill down into specifics and make efficient use of their time. This results in a more transparent, trust-based relationship between buyers and suppliers, with both sides fully aware of the buyer’s expectations and the supplier’s capabilities.
In Summary
AI is fundamentally changing the way lubricant buyers approach their purchasing journey. By acting as an on-demand problem-solver, AI enables buyers to self-diagnose issues and identify suitable products without waiting on sales representatives. It also simplifies supplier discovery, making it easier for buyers to find qualified providers in their area with the right product specialisations. Finally, AI equips buyers to engage more effectively with suppliers, preparing them with strategic questions that result in more productive interactions.
Practical Takeaways for Buyers and Suppliers
1. For Buyers: Use AI to identify and research potential solutions early in your buying process. AI provides fast, reliable recommendations tailored to your needs, helping you get clear on potential solutions before engaging suppliers.
2. For Suppliers: Optimise your online content for AI accessibility. Ensure your website and digital profiles highlight your location, specialisations, and industry applications. This will increase your chances of appearing in AI-assisted searches and being shortlisted by buyers.
3. For Both Buyers and Suppliers: Embrace transparency and technical knowledge in discussions. Buyers, come prepared with questions generated by AI, and suppliers, be ready to provide in-depth answers. This fosters trust and expedites the decision-making process.
The future of lubricant buying is here, and AI is leading the charge, empowering buyers with autonomy, insight, and efficiency. Both buyers and suppliers who adapt to these changes will be better positioned to thrive in an increasingly AI-driven landscape.
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