Where to Begin with AI in B2B

The critical inflection point in AI is well over 20 years in the making. According to Gartner research¹, these technology innovations contributed to AI’s rise and its tipping point today:

  • 2010 – Natural-language modeling utilizing vast amounts of data
  • 2014 – Mastering context, or analyzing the language that surrounds specific words and phrases
  • 2017-2022 – Implementing large language foundations that are fine-tuned over time
  • 2022 – Accessing (and conversing with) a foundation at scale – the launch of chatbot ChatGPT

Alongside technology though, there are real and important questions about humans and machines, and how companies assess risk and deliver benefits for business impact. In a 2023 Gartner¹ webinar poll of 2500 business executives, the top risks and benefits around AI are: 

  • Risks – accuracy, bias, legal (IP and copyright), sustainability and security (particularly cybersecurity and fraud)
  • Benefits – customer experience and retention, revenue growth, cost optimization and business continuity

Where to Start

AI projects are the darling of the day but are really the next step in a digital transformation journey or the process of digitizing B2B operations and commerce. As a next step on the journey, AI use cases create even more efficiency, further leveraging digital. 

A good starting point is automating repetitive tasks using Autonomous Workplace Assistants² (AWAs.) These are intelligent agents, or software robots that assist employees and automate business processes. These can be used in business operations such as:

  • Virtual Sales Assistant support
  • IT Help Desk management
  • Service Worker recruitment

AI helps to embed monitoring, conversation, detection and decisioning without the use of central orchestration³. The systems complete routine tasks, so service professionals can tackle harder problems.

AI is useful in product recommenders as you'll see in our previous blog here. Well-designed ecommerce systems can harness buying behaviors and large product data sets for smart suggestions, powered by AI. B2B buyers can be prompted to consider other complementary products or categories. The smart system can suggest upsells at the point of sale, and also before the anticipated need. Moreover, a marketing system tied to these could extend AI, delivering smart product add-ons when most needed.

AI can also be powered through Visual and Voice Commerce⁴. Thanks to Siri, Alexa, and Google Assistant this technology is becoming more common than ever before. Click through to the Xngage-designed shopping experience where a buyer places items in a cart, receives confirmation from a bot, and places an order directly through the integrated Order Management System⁵ - all using voice-activated technology. 

Accelerate (or Even Start) Your Digital Transformation Now

The world of AI can be cumbersome and confusing. But looking through the lens of digital transformation investments and starting with robust AI use cases can simplify the complex process. Having a partner, and an experienced partner like Xngage, can make the process of harnessing technology and human resources more enjoyable. 

Linked Sources

¹ https://www.gartner.com/en/topics/generative-ai

² Generative AI Owns The Top 10 Emerging Technologies In 2023 (forrester.com)

³ Eleven Top Autonomous Workplace Assistant Use Cases | Forrester

‘Visual commerce’ — a sharp new focus on B2B (digitalcommerce360.com)

VoiceCommerce by Xngage - YouTube


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