Brenntag Technographics
Brenntag Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Brenntag and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 18100 Brenntag employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Brenntag has purchased the following applications: Xoxoday Empuls Employee Experience for Employee Experience in 2022, ServiceNow AI Platform for Generative AI Platforms in 2025, HarePoint Analytics for SharePoint Online for Analytics and BI in 2016 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Brenntag is running and its propensity to invest more and deepen its relationship with Xoxoday , ServiceNow , MAPILab or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Brenntag revenues, which have grown to $18.91 billion in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Brenntag intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Brenntag Tech Stack and Enterprise Applications
Brenntag HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Xoxoday | Legacy | Xoxoday Empuls Employee Experience | Employee Experience | HCM | n/a | 2022 | 2022 |
In 2022, Brenntag deployed Xoxoday Empuls Employee Experience for its APAC HR teams. The Employee Experience deployment was designed to digitize and automate rewards and recognition workflows, increase transparency and drive higher participation in recognition programs.
The implementation configured the Recognition, Rewards and Social Intranet modules of Xoxoday Empuls Employee Experience, operationalizing peer-to-peer recognition flows, reward catalog management and social engagement channels to surface recognition activity. Configuration emphasized automated recognition workflows and reward issuance tied to configured recognition events, with social intranet feeds promoting visibility across teams.
Operational coverage focused on HR and administrative functions within Brenntag’s APAC organization, with HR leading program rollout and governance to standardize recognition criteria and processes. The cited outcomes include a 3x increase in employee recognition and major reductions in HR and administrative effort following the Empuls implementation.
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Brenntag AI Development
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| ServiceNow | Legacy | ServiceNow AI Platform | Generative AI Platforms | AI Development | n/a | 2025 | 2025 |
In 2025, Brenntag implemented ServiceNow AI Platform as its global AI and service orchestration layer, using the application within the Generative AI Platforms category. The deployment established a single, global platform for IT and financial services covering 72 countries and approximately 18,500 employees, standardizing access and visibility for service delivery across the organization.
The implementation standardized IT Service Management and Customer Service Management workflows, deploying ServiceNow IT Service Management for employee IT requests and ServiceNow Customer Service Management for finance operations including Order to Cash and Record to Report processes. The ServiceNow AI Platform was configured to provide self service catalog navigation, automated approval workflows such as firewall access, Agentic AI augmented workflows, and Now Assist guided interactions to reduce manual handling and streamline intake.
Integrations included connectors between ServiceNow and Brenntag's IT management systems to automate routine tasks, plus Microsoft Teams integration to allow ticket submission and resolution without changing applications. The platform was also integrated with Brenntag's custom large language models hosted in public clouds to deliver multilingual ticket translations and AI navigation. Centralized knowledge management created a single source of truth across roughly 600 sites, enabling solutions captured in one region to be applied globally.
Brenntag adopted a step by step modular rollout and a global shared service operating model to harmonize processes and establish consistent measurement of service performance. The company aligned the ServiceNow AI Platform rollout with its AI governance framework, with the Brenntag AI Governance team evaluating ServiceNow AI Control Tower for model oversight and using ServiceNow privacy and compliance controls to support ISO 27001 objectives. Governance and policy controls were defined to guide how Agentic AI and Now Assist are introduced as first line support.
The program includes stated operational targets tied to the ServiceNow AI Platform deployment, including an expected 5% reduction in global service tickets, a 30% expected decrease in mean time to resolve, and a 33% expected reduction in the time users spend searching and submitting requests. Global knowledge sharing and AI navigation are expected to reduce Level 2 and Level 3 resolution times by up to 30%, while automation of routine approvals is intended to free agent capacity for higher value tasks. These outcomes are presented as expected benefits of the ServiceNow AI Platform implementation.
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Brenntag Analytics and BI
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| MAPILab | Legacy | HarePoint Analytics for SharePoint Online | Analytics and BI | Analytics and BI | n/a | 2016 | 2016 |
In 2016, Brenntag implemented HarePoint Analytics for SharePoint Online to measure document and Team Room site collection usage on its SharePoint portal, using Analytics and BI capabilities to support content analysis and migration planning to SharePoint 2016. The deployment focused on usage telemetry collection at the site collection level, capturing document access patterns and Team Room activity to build a baseline of portal growth and content relevance.
HarePoint Analytics for SharePoint Online was configured to provide document-level and site collection reporting, including usage dashboards, trend reports, and content activity segmentation, aligning with Analytics and BI functional workflows for document analytics and portal instrumentation. Configuration emphasized scheduled reporting and retention of historical usage data to support comparative analysis ahead of the migration initiative.
Operational coverage centered on Brenntag's SharePoint portal and its Team Room site collections, with the application surfacing data for content owners and IT migration teams to prioritize content cleanup and migration waves. Integrations were limited to the SharePoint environment where HarePoint collected telemetry directly, enabling analytics-driven decision making for site consolidation and content disposition.
Governance and rollout tied analytics outputs to migration governance, using usage reports to inform which site collections and document sets required retention policy review and migration sequencing. The implementation increased visibility into portal growth, improving Brenntag's ability to scope the SharePoint 2016 migration and plan content remediation, consistent with Analytics and BI objectives.
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Brenntag Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Audio Video and Web Conferencing | Collaboration |
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2017 | 2017 |
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Audio Video and Web Conferencing | Collaboration |
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2021 | 2021 |
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Collaboration | Collaboration |
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2016 | 2016 |
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Survey and Questionnaire | Collaboration |
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2021 | 2021 |
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Brenntag Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application, Web and Enterprise Search | Content Management |
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2020 | 2020 |
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Content Management | Content Management |
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2020 | 2020 |
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Brenntag eCommerce
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Personalization and Product Recommendations | eCommerce |
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2021 | 2021 |
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Brenntag CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Customer Experience | CRM |
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2020 | 2020 |
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Marketing Automation | CRM |
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2016 | 2016 |
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Marketing Automation | CRM |
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2019 | 2019 |
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Sales Automation, CRM, Sales Engagement | CRM |
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2021 | 2021 |
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Brenntag TRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Governance, Risk and Compliance | TRM |
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2020 | 2020 |
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Governance, Risk and Compliance | TRM |
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2020 | 2020 |
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Brenntag PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Transactional Email | PaaS |
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2021 | 2021 |
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Brenntag IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application Hosting and Computing Services | IaaS |
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2014 | 2014 |
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Application Hosting and Computing Services | IaaS |
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2020 | 2020 |
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Application Hosting and Computing Services | IaaS |
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2019 | 2019 |
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Cloud Storage | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2019 | 2019 |
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Brenntag CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Secure Email Gateways (SEGs) | CyberSecurity |
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2020 | 2020 |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2021 | 2021 |
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IT Decision Makers and Key Stakeholders at Brenntag
| First Name | Last Name | Title | Function | Department | Phone | |
|---|---|---|---|---|---|---|
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Data Analyst/BI Developer/Salesforce Administrator | Manager | Marketing | |
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Salesforce Administrator | Manager | Marketing | |
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Apps Being Evaluated by Brenntag Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Brenntag IT executives and key decision makers. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Brenntag digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
|---|---|---|---|---|---|---|
| No data found | ||||||
FAQ - APPS RUN THE WORLD Brenntag Technographics
Brenntag is a Distribution organization based in Germany,
with around 18100 employees and annual revenues of $18.91 billion.
Brenntag operates a diverse technology stack with applications such as
Xoxoday Empuls Employee Experience, ServiceNow AI Platform and HarePoint Analytics for SharePoint Online,
covering areas like Employee Experience, Generative AI Platforms and Analytics and BI.
Brenntag has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as Xoxoday, ServiceNow and MAPILab.
Brenntag recently adopted applications including
ServiceNow AI Platform in 2025, Xoxoday Empuls Employee Experience in 2022 and Cisco Webex Meetings in 2021,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Brenntag’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Brenntag’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Brenntag technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.