Analysisgenerative aib2b digital commerceforresterpersonalization
B2B Vendors Adopt AI To Transform Commerce
8.2
Forrester publishes a new report advising B2B suppliers to apply AI across digital commerce, noting fewer than a third of C-level B2B marketing leaders actively use generative AI in operations. It highlights practical use cases — smarter product search, virtual assistants, hyperpersonalized recommendations, and automated operations — and urges leaders to pilot, tie investments to business outcomes, and upskill teams to scale responsibly.
Key Points
- 1Reports fewer than a third of C-level B2B marketing leaders use generative AI operationally.
- 2Identifies product search, virtual assistants, personalization, and automation as high-impact B2B commerce use cases.
- 3Recommends piloting, tying AI investments to KPIs, ethical practices, and upskilling to scale solutions.
Scoring Rationale
Actionable, credible Forrester guidance with broad B2B commerce relevance; limited breakthrough novelty beyond established use cases.
Sources
Public references used for this report.
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