How AI Will Impact the B2B Industry

Think about the last time you bought something online. 

Maybe you discovered the item while scrolling through TikTok, then went to Amazon to scroll through some images and browse some customer reviews before ultimately heading directly to their eCommerce site to purchase the product and pick it up at the big box retailer down the road from you.

Now, imagine you’re in charge of a company and you’re looking to purchase industrial equipment or raw materials for manufacturing. You’d expect the purchasing process to look a bit  different, right? 

While B2C is often characterized as spontaneous and driven by quick decisions, B2B purchasing is typically a more complex and deliberate process that involves multiple stakeholders, thorough research, and a formal approval process. Each step is scrutinized because the stakes are higher – the equipment or materials you choose directly impact your company’s productivity, safety standards, and bottom line.

Because of this, B2B sales have historically relied heavily on in-person meetings, printed catalogs, and phone calls with knowledgeable sales reps. Yet B2B buyers today aren’t just decision-makers at work; they’re also consumers accustomed to those digital, omnichannel experiences in their personal lives. They shop for groceries online, buy clothes with a few taps, and rely on personalized recommendations through digital means, and they’re beginning to  expect similar convenience in their professional buying experiences. 

Today, nearly 85% of B2B companies have some digital sales strategy in place, and 90% plan to ramp up their digital sales efforts in the next two years, especially among larger enterprises.

This shift toward a B2C-like experience is essential as the industry faces new demands and challenges. Let’s take a closer look at what’s fueling this change—and how AI is helping B2B companies meet the moment.

The State of B2B

The traditional B2B buying process is often a lengthy, structured journey that involves multiple stages and decision-makers. It typically begins with identifying a business need or problem, which prompts a team to start researching potential solutions. This research phase is meticulous, as B2B buyers aim to find options that align with their company’s goals, budget, and requirements. 

After initial research, the team narrows down potential vendors and seeks detailed information through consultations, product demos, and sometimes trial periods. Throughout this process, various stakeholders—such as procurement, finance, IT, and end-users—may have specific needs and influence over the final decision. 

Once all evaluations are completed and a preferred vendor is identified, negotiations around price, contract terms, and customization often ensue before the formal purchase and onboarding processes are carried out, and the relationship often continues post-purchase to typically include ongoing support, feedback, and sometimes renegotiation. This complex, multi-layered process is designed to reduce risk and ensure long-term value for the organization.

For decades, this approach worked well because buyers relied on seasoned sales reps to help them navigate complex product specifications and make informed purchases. Detailed print catalogs and in-person interactions were the norm, but today’s B2B buyers want the speed and convenience they get from B2C retailers. After all, they’re shopping in their personal lives on platforms that are intuitive, personalized, and highly responsive. So, when they switch to the role of a professional buyer, they’re expecting the same level of ease and customization.

Transitioning to digital as a B2B organization, however, isn’t as simple as flipping a switch. One of the biggest hurdles these companies face is handling vast amounts of product information. Unlike B2C, where products are often simple and straightforward, B2B products tend to be highly specialized and complex; imagine managing product data for thousands of industrial components, each with unique specifications, usage instructions, and compatibility details. Keeping all that information organized, up-to-date, and accessible across multiple platforms is no small feat.

Our recent survey of B2B business leaders found that 99% reported facing at least one major product information challenge. These issues range from missing data fields to inconsistent product descriptions across platforms to outdated technical details in product catalogs. The sheer volume and complexity of B2B product data make it nearly impossible for human teams alone to manage effectively. 

And here’s where technology, specifically AI, can make a meaningful impact.