{"id":7628,"date":"2024-05-17T18:25:32","date_gmt":"2024-05-17T18:25:32","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/generative-ai-adoption-in-b2b\/"},"modified":"2024-05-17T18:25:32","modified_gmt":"2024-05-17T18:25:32","slug":"generative-ai-adoption-in-b2b","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/generative-ai-adoption-in-b2b\/","title":{"rendered":"Generative AI adoption in B2B"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Ah, there it is again \u2014 the genAI buzz. It\u2019s going to transform B2B sales and marketing, right?<\/p>\n<p>You\u2019ve been on LinkedIn. Like me, you\u2019ve come across a flood of posts waving hands in the air \u2014 AI is a magic pill promising to skyrocket productivity, slash costs and practically do your laundry. But here\u2019s the wet blanket: If AI adoption was as straightforward as these posts suggest, why does nearly everyone find themselves with a case of the hives when they think about it?<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-united-in-hesitancy-and-confusion\">United in hesitancy and confusion<\/h2>\n<ul>\n<li>Boston Consulting Group gives us some numbers that\u2019ll probably make you feel comfortable \u2014 62% of companies are stumbling over a talent and skills gap, 47% can\u2019t figure out where to invest and 42% are scratching their heads over how to deploy AI responsibly. Only a brave 5% claim they\u2019ve got their genAI game on point, scaling and thriving.<\/li>\n<li>According to Gartner, while 90%+ of enterprise organizations are mulling over their AI strategy, only 11% have deployed an AI solution.<\/li>\n<li>For professionals who recognize AI\u2019s significant positive impact on sales performance, 45% still report feeling overwhelmed by the non-stop nonsense of AI tools and applications around them.<\/li>\n<li>Rain Group also found a substantial training gap: 85% of sales professionals do not receive formal training on using AI in their roles.<\/li>\n<\/ul>\n<p>The hype machine has us believing AI can appear and drive success, like pulling the ROI rabbit out of a hat. But here\u2019s where reality rudely interrupts our dream: It\u2019s not easy, and\u00a0much\u00a0of the advice you read is ungrounded. The crypto and EFT experts from 2022 have become AI experts in 2023.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/3-ways-b2b-marketers-can-use-generative-ai\/\" target=\"_blank\">3 ways B2B marketers can use generative AI<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-today-s-options-don-t-seem-reasonable\">Today\u2019s options don\u2019t seem reasonable<\/h2>\n<p><strong>GPTs are like the DOS prompt from the 1980s:\u00a0<\/strong>It feels like the DOS prompt time-traveled to the 21st century and decided to throw a party. It should never have been this complicated.\u00a0<\/p>\n<p><strong>Embedded AI solutions are so generic that they remind boomers to go grocery shopping. <\/strong>All AI solutions have a notably \u201cvanilla\u201d sense of the world. Sure, they can tell you about farming best practices in the Sub-Saharan Desert. Still, they aren\u2019t very effective at understanding how your solutions are better, different or more valuable than your competitors\u2019.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-so-what-s-the-next-step\">So, what\u2019s the next step?<\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-have-a-plan\">Have a plan<\/h3>\n<p>You don\u2019t need to fix something into granite, but you can\u2019t go without an opinion.\u00a0AI\u00a0is evolving fast, so\u00a0you should prioritize flexibility over rigidity and an operating framework over verbose guidelines.\u00a0<\/p>\n<p>Think of your strategy as a sketch, not a blueprint; detailed enough to guide, yet malleable to change.\u00a0Start with clear business goals and initial solution areas to achieve those goals. I typically call out \u201cuse cases\u201d in this part of the dialog. At this point, you need to pull together your current thought leaders without pulling them down in politics.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-starting-small-but-strategic\">Starting small but strategic<\/h3>\n<p>AI technologies will change more and faster \u2014 stay agile, adaptable and always inquisitive. This mindset empowers you to pilot AI solutions that address specific pain points without overhauling your entire system.\u00a0<\/p>\n<p>Identify areas\u00a0where you can\u00a0deliver quick wins, be it enhancing customer service, streamlining operations or personalizing marketing efforts. Use these initial projects as learning labs, gathering insights and data that inform broader strategies.\u00a0<\/p>\n<p>Embrace a culture of experimentation, where successes are scaled and failures are \u201cearned learning.\u201d Stay progressive and grounded, ready to adapt as new advancements emerge.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/examples-ai-in-marketing\/\" target=\"_blank\">AI in marketing: Examples to help your team today<\/a><\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-context-is-king\">Context is king<\/h3>\n<p>Shift from prompt engineering to training data. Today, you might be limited to 4,096 characters in a prompt. But even if that threshold tripled, it wouldn\u2019t solve the obstacle that genAI knows nothing about how you differentiate your business. Train it.\u00a0<\/p>\n<p>GenAI doesn\u2019t understand your market positioning or value propositions; it needs your input to become an asset. Based on the use cases in the prior step, feed it rich, context-specific data that will educate it about what sets your business apart.\u00a0<\/p>\n<p>Call it strategic nurturing or training data. This step transforms genAI from a generic tool into a custom-tuned partner that can help you become more effective \u2014 and then become more efficient.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-productivity-or-performance-what-s-your-choice\">Productivity or performance: What\u2019s your choice?<\/h3>\n<p>This\u00a0is a critical consideration in AI adoption. Prioritizing performance (efficacy) is the foundational step \u2014 establishing the effectiveness of AI solutions in achieving desired outcomes. Without proving AI\u2019s capability to enhance decision-making, customer engagement or any other targeted performance metric, merely boosting productivity (efficiency) is like driving faster because you\u2019re lost.\u00a0<\/p>\n<p>First,\u00a0determine that AI-driven strategies effectively address your business challenges and goals.\u00a0Once this performance, or efficacy, is locked in, leveraging AI to streamline processes amplifies these successes, making efficiency gains\u00a0not just faster but\u00a0fundamentally smarter and more impactful.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/from-efficacy-to-efficiency-2024s-b2b-marketing-revolution\/\" target=\"_blank\"><strong><em>From efficiency to efficacy: 2024\u2019s B2B marketing revolution<\/em><\/strong><\/a><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-people-process-and-technology\">People, process and technology<\/h3>\n<p>AI is\u00a0real;\u00a0it\u2019s here to stay and we all\u00a0need to get over the resistance and understand how this new technology will affect the people and processes around us.\u00a0Find technologies that help you achieve context and are easy to use, and provide your team with specific areas of demonstrable value.\u00a0<\/p>\n<hr\/>\n<hr\/>\n<p>In all cases, plan to train and onboard people to these tools. Perhaps it\u2019s like learning to ride a bike, but falling hurts less when you\u2019re a young kid. You will fall, but get back up and do it again. Be the kid you used to be!<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">here<\/a>.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/cutting-through-the-hype-generative-ai-adoption-in-b2b\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ah, there it is again \u2014 the genAI buzz. It\u2019s going to transform B2B sales and marketing, right? You\u2019ve been on LinkedIn. Like me, you\u2019ve come across a flood of posts waving hands in the air \u2014 AI is a magic pill promising to skyrocket productivity, slash costs and practically do your laundry. But here\u2019s [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7629,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Generative AI adoption in B2B - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/generative-ai-adoption-in-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Generative AI adoption in B2B\" \/>\n<meta property=\"og:description\" content=\"Ah, there it is again \u2014 the genAI buzz. 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