Key findings
The age of artificial intelligence is here
European B2B organisations are following in the foot steps of almost every other industry and are beginning to leverage Artificial Intelligence (AI) in interesting and meaningful ways. Almost all firms have an AI strategy.
Data pain points persist for many firms
Data analytics is a struggle for firms. The majority of our respondents (53%) said a lack of data quality is their biggest challenge, and 51% are challenged by a lack of data-driven culture within their organisation.
Personalisation perception - but are we right?
Personalisation has long been a priority in B2C, but B2B customers crave it too. More than half (51%) of our respondents think personalised sales outreach is what customers want most from personalisation offerings.
Data and tech causing a personalisation storm
To offer customers the personalised experience they expect, B2B firms must have sound data analytics. Our research found that insufficient data quality (47%) and tech stack (44%), as well as an inability to balance automation with the personal touch (42%) are proving to be critical roadblocks toward a truly personalised future.
Concerns remain around AI implementation
The rapid rise of AI over the past two years has brought significant value to both employees and organisations. However, concerns persist. Potential errors, security risks, ethical dilemmas and an overreliance on new tech are all concerns as revealed by our respondents, who candidly shared their biggest worries about AI in B2B.
