Bay Supply is the first customer to go live through the Rapidflare and McFadyen Digital partnership. Its new Product Assistant helps buyers navigate a complex catalog and gives Bay Supply’s sales and marketing teams a clearer view of what customers are trying to solve.
San Jose, CA. November 10, 2026: Rapidflare and McFadyen Digital today announced the first production deployment of their joint AI agent for industrial B2B e-commerce.
The Rapid Product Selection Agent is now live on Bay Supply’s website as the Bay Supply Product Assistant, giving customers 24/7 access to interactive product guidance. Buyers can describe their application or requirements in their own words, find suitable products and alternatives, build a quote-ready product list, and submit a qualified request for quotation.
Compatibility questions, specification checks, and application-fit questions that once required a human specialist can now be answered in the conversation. For manufacturers selling complex products online, this gives buyers a way to get technical guidance as they research, helping move more buying journeys toward an RFQ.
Bay Supply Product Assistant in action.*
Turning product discovery into qualified demand
Buyers don’t need to know a product name or part number to get started. The Bay Supply Product Assistant can begin with a problem, application, requirement, or constraint, then narrow down suitable options by checking them against Bay Supply’s catalog of nearly 200,000 products and their specifications.
Recommendations link back to their source data, so buyers can see the information behind each answer. The assistant can then assemble a quote-ready product list and route a qualified inquiry to Bay Supply’s sales team.
Every conversation is a buyer signal
A conversation with the assistant captures what a buyer is trying to solve, which products they’re comparing, and where existing content may not answer their questions. That gives Bay Supply’s sales and marketing teams a different view of buyer intent than clickstream analytics alone, and can help them improve product content and create more relevant collateral.
“Most distributors can tell you what customers clicked on. Very few can tell you what they were trying to solve,” said Jeff Mikos, Head of Strategy at McFadyen Digital. “A conversation captures the application, the constraint, the comparison a buyer was weighing. That is a feedback loop into product content, assortment and sales coverage, and it compounds every month the assistant is live.”
Built together by Rapidflare and McFadyen Digital
The deployment follows the previously announced partnership between Rapidflare and McFadyen Digital, and brings together what each company does best.
McFadyen Digital, Bay Supply’s Adobe Commerce partner, brought deep knowledge of Bay Supply’s commerce stack, product data and buying workflow. McFadyen Digital led the implementation, connecting the agent to Bay Supply’s ERP, commerce catalog and CRM so recommendations reflect live product, inventory and pricing data. Rapidflare brought its product intelligence platform, structuring Bay Supply’s catalog of nearly 200,000 products into a knowledge graph so the agent reasons over real specifications such as material, diameter and grip range. Working as one team, the two companies embedded the agent in Bay Supply’s storefront, set up quotes, inquiries and live handoff to sales, and took it through testing and rollout together.
“Industrial commerce requires more than a searchable catalog. Buyers need guidance that reflects their applications, technical requirements, and commercial context,” said Umapathy Gandhi, Senior Vice President of Global Delivery at McFadyen Digital. “This deployment shows how AI agents bring that expertise into the digital channel and create a more direct path from product discovery to revenue.”
“Buying a deeply technical product online should feel as informed as speaking with a specialist,” said Prush Palanichamy, Co-Founder and Chief Revenue Officer at Rapidflare. “Domain-aware agents make that possible, helping buyers find the right products with confidence, and giving industrial businesses the ability to serve more of the demand already coming through their digital channels.”
Rapidflare and McFadyen Digital plan to bring the Rapid Product Selection Agent to additional manufacturers, distributors, and marketplace operators with complex catalogs and technical buying journeys.
To learn more or request a demo, visit rapidflare.ai/contact or mcfadyen.com.
About Rapidflare
Rapidflare is an agentic AI platform for technical sales and support in electronics, semiconductors and other industries with complex, spec-heavy product catalogs. Its product intelligence layer turns datasheets, catalogs and application notes into structured product knowledge, and AI agents built on it handle product selection, cross-reference, RFQ responses and technical support, with every answer cited to its source. Rapidflare works with companies including AMD, Qorvo, Amphenol and Taoglas, is SOC 2 Type II certified, and is headquartered in Silicon Valley. Learn more at rapidflare.ai.
About McFadyen Digital
McFadyen Digital is a global commerce systems integration agency that specializes in applying AI for B2B manufacturers, distributors and marketplace operators. The company helps clients close the Commerce Gap: making product data, pricing and commerce infrastructure ready for AI buyers and agents. With 300+ clients served and teams in the United States, Brazil and India, McFadyen Digital delivers strategy, implementation and managed services across Adobe Commerce, Mirakl and composable platforms.
Media Contact
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* Simulated demo showing the full capabilities of the agent. Features live on baysupply.com may vary. Products and pricing shown are examples.