The ‘Trusted Navigator': How to Help ERP Customers Navigate in the AI Era

My wife and I recently spent our holidays in Menton on the Côte d'Azur, right next to the border between France and Italy. Being a passionate history explorer, I learned Menton was acquired by the Grimaldi family in 1346, then ruled by the Princes of Monaco for centuries before becoming part of France in 1860. 

In other words, the town survived by navigating between different powers: sometimes under Italians, other times under Monaco's protection, sometimes annexed by France. And despite its many rulers and frontiers it had to cross, Menton managed to keep its unique character and charm. 

Timber companies face a similar navigation challenge. Only, the frontiers aren't political or geographical; they're technological.

AI isn't killing ERP

You've probably heard claims that AI will make ERP obsolete. The reality is more nuanced, and more interesting. 

Deterministic business logic remains the backbone of any timber operation. You need predictable processes for inventory management, pricing calculations, certification tracking, and traceability. While AI excels at processing unstructured data, it cannot match the reliability business processes require for core transactions. The real strength emerges when you combine both: AI handling complexity at the edges, structured systems maintaining precision at the core. 

One example: when a customer orders 500 cubic metres of FSC-certified oak with specific moisture content, your system can't "hallucinate" an answer or get creative with compliance requirements. Timber companies depend on structured processes that execute reliably every single time. 

What's actually breaking isn't the logic itself. It's a fundamental shift in: 

• How we support customers through the transition to new ways of working
• How we interact with ERP systems

What IS Changing: Two critical shifts

1. The Human Side & Change Management 

Technical deployment alone no longer works. And this is not a new trend induced by AI. For years our customer conversations have revealed those 'human' concerns about the adoption of new technology. However, now with AI, these fears and worries about losing control over critical business decisions have intensified. Customers are uncertain about new workflows disrupting operations that have worked for decades. 

What this means for us as their IT partners is that change management and technical expertise carry equal weight. 

Partners can't just install software anymore. We need to become trusted advisors who understand both the technology and the anxiety that comes with transformation. This means helping customers identify: