In industrial B2B trade, one of the most time-consuming and painful processes is to understand the customer’s wants, needs and restrictions well enough. When talking about huge investments into complex machines and tools, there’s pressure on both sides of the table to meet the requirements and, in the best case scenario, surprise your customer positively. This is why the sales processes are long and tedious, and one might argue, lots of time wasted. How could we use AI-driven tools to gather and consolidate the customer’s needs, wants and specific design details to speed up the process and increase the quality of the first proposals? What kind of new tools would be helpful to map the current situation and the vision of the customer’s future? How might we visualise the offering and highlight the available customisation opportunities? The aim is to create a tool (or set of tools) to speed up the gathering of requirements, wants and needs of the customer, and visualise the potential options for them. The goal is not to create ”online store for complex industrial machines”, but to help with the first step of the purchasing process.