Some 73% of B2B businesses believe AI will be a high priority for marketing and sales activities in the next two years, according to research.
The Future is Now: Technologies Shaping Commerce report – conducted by Hanover Research for PROS – examined perceptions of technology and how digitisation is changing the buying experience.
It found 48% of respondents currently view AI as a top priority but this is set to rise.
Celia Fleischaker, CMO at PROS, said artificial intelligence is driving significant changes in how organisations operate. “Although the majority see these technologies as advantageous, mastering personalised customer experiences and offering real-time dynamic pricing across channels will be key to unlock their revenue-generating potential.”
The report also revealed businesses are currently in the transformation process.
Approximately 41% of respondents are planning digital transformation projects, in addition to the majority who currently have projects in progress. This left less than 1% who had no plans for digital transformation.
The results reflected the importance of digital for respondents; seven-out-of-10 regard it as either very or extremely important.
Despite this, the majority admitted they had not implemented all the technologies they feel are necessary for transformation. Although around two-thirds stated their organisation was above average or excellent in their use of tech.
The research surveyed 700 B2B businesses.
