Chapter 1: An reality check on AI in B2B
Summary
Our survey reveals that most organisations are still in the early stages of AI implementation. Thirty-one percent are currently selecting AI technologies, while 29% are testing solutions. Only 1% have fully implemented AI, and 1% do not have an implementation strategy in place.
Respondents identified data analytics (38%), process streamlining (35%), and predictive analytics (34%) as the top three areas where they anticipate AI to provide the greatest benefits.
However, European B2B leaders have expressed concerns about the potential challenges of AI implementation. Data protection and security are paramount concerns.
Leaders worry about the risks of data breaches and compliance issues when handling sensitive information. Additionally, there are doubts about the reliability of AI-generated content and its ability to adapt to rapidly changing market conditions.
Many fear that over-reliance on AI could diminish the value of human insights and interpersonal connections in decision-making. Ethical considerations also weigh heavily on the minds of B2B leaders.
They are concerned about the potential for AI to perpetuate biases or misalign with company values. While B2B organisations recognise AI's potential to drive efficiency and innovation, they remain cautious about its risks and implications.
At what stage is your organisation at in its AI implementation strategy?
Technology selection
Testing
Training
Scaling
Proof of concept
Implementation
We do not have an implementation strategy
It is already fully implemented
At what stage is your organisation at in its AI implementation strategy?
Technology selection
Testing
Training
Scaling
Proof of concept
Implementation
We do not have an implementation strategy
It is already fully implemented
"There can be a temptation to jump into a solution because it's shiny and new, but it is important to identify the correct use cases and understand how AI is going to fit into current processes. In our case, we are in the testing phase, and many areas of ABB are identifying different pilots before selecting the right technology. To consolidate all of the various pilots, we are building a centre of excellence for AI."
Liliana Torres, Global Head of Marketing, ABB
What are the top three capabilities you hope to achieve from AI solutions? (Respondents were asked to select 3 options)
Streamline processes and automation
Data analytics
Predictive analytics
Product development
Data collection
Fraud detection
Cost reduction
Enhanced customer experience
Risk management
Content creation
Other
"I am surprised to see content creation so far down in the results here, as it's one of the use cases we would like to use it for - particularly in our marketing efforts and internal communication. For us and I can imagine for other companies, streamlining processes using AI to identify inefficiencies, and adding in RPAs for automation, could be a real game changer."
Tanja Tschech, Digital Transformation Manager, Roehm
