Facilisgroup (PPAI 493664, Gold), a technology-based business service provider, shared a few updates about its Syncore promo platform with attendees of its annual Supplier Showcase. Among the announcements were new products and capabilities within the realms of compliance and products search. But arguably stealing the spotlight was the focus on AI and its relation to Syncore, emphasized by Facilisgroup announcing a new head of AI.

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  • Liam Conlan will be the company’s new SVP of technology and head of AI
  • In the role, he will oversee research and development, AI strategy and Facilisgroup’s general technology roadmap.


Presented at the Supplier Showcase is what Facilisgroup describes as a “human-centric” approach to AI, in which distributors will not be replaced but assisted to move faster, more efficiently and with industry insights that give them an advantage. This is the AI approach that will be built into the Syncore platform. In 2027, an MCP (Model Context Protocol) tool will allow users to securely connect the Syncore data into the external AI they already use. Eventually, a Syncore Data Suite with AI-powered dashboards will be introduced, and finally Synore’s workflows will have AI built into them.

The best distributors have always won on relationships and expertise. AI doesn’t change that.

Liam Conlan

SVP of Technology & Head of AI, Facilisgroup

“The best distributors have always won on relationships and expertise,” says Conlan. “AI doesn’t change that. What it does is give them back time: less digging for data, more time with clients. That’s the foundation we’re building with MCP, and it’s just the beginning.”

Enhanced Product Search And Compliance Tools

Other coming improvements to Syncore were also announced, including an advanced product search. According to Facilisgroup, Syncore users will be able to filter by:

  • color
  • size
  • price details


A product can be added into a proposal from these filters in one step without switching between supplier sites.

From a compliance standpoint, Facilisgroup is now able to say that it has achieved SOC 2 Type II compliance, meaning distributors can say officially that their data is protected.

SOC 2 Type II compliance isn’t just about protecting data. It’s about opening doors for our distributors that weren’t open before.

Matthew Cromar, Chief Product Officer, Facilisgroup

“Enterprise clients expect this level of security before they’ll even have the conversation,” says Matthew Cromar, chief product officer at Facilisgroup. “SOC 2 Type II compliance isn’t just about protecting data. It’s about opening doors for our distributors that weren’t open before. And as AI becomes intertwined with distributor workflows, that layer of trust matters even more.”