16 January 2025

Why AI is not changing businesses as predicted

Generative artificial intelligence, or generative AI, has been the subject of enormous investment by companies in recent years. However, the results have not lived up to expectations. It is important to understand why this happens and how companies can get real results from their AI projects.

In this article, we will explore the reasons why AI is not changing companies as expected and the need for a solid strategy to do so. The reader will learn how to effectively integrate generative AI into business processes to achieve tangible competitive advantages.

Generative AI: so much investment and no results?

Marketing, sales and service organizations are increasingly attracted to the potential of Artificial Intelligence, particularly Generative AI (GenAI), to revolutionize their processes. However, according to a BCG analysis, many companies are getting limited results from their initial investments, often because they focus on short-term improvements rather than true transformation of their operating models. It is critical that companies adopt ambitious, unified strategies aimed at completely redefining their functions and creating innovative new customer experiences, rather than settling for simple productivity gains. This approach requires significant cultural and organizational change and a long-term commitment from top management. Only in this way will AI be able to truly bring meaningful change to companies.

How to get results from AI projects

As anticipated, to achieve significant results from AI projects, companies must go beyond implementing isolated solutions.AI adoption should be part of a broader strategy involving the reorganization of key processes and the creation of new operating models. It is not just about improving productivity, but about transforming the entire business structure by integratingAI into decision-making processes and at every customer touch point. Only in this way can companies fully exploit the potential ofAI and generate significant value in the long term.

A concrete example of this is some companies that have implemented advanced AI systems to optimize decision-making in B2B sales, achieving significant performance gains and increased predictive capability in business activities.

B2B sales and artificial intelligence

Early applications of GenAI in the enterprise, such as automated content creation in marketing or the use of generative conversational interfaces in customer service, demonstrate the technology's potential. However, to make a significant impact, these solutions need to be scaled and integrated with other tools, such aspredictive AI andadvanced automation.

For example, in a B2B eCommerce context, AI can speed up the response to customer inquiries, optimize pricing strategies based on data analysis, and improve the effectiveness of real-time promotional campaigns, leading to sales growth and a more personalized customer experience. The integration of artificial intelligence into B2B sales offers numerous opportunities to optimize decision-making processes and increase business performance.

To achieve the expected results, the adoption of a B2B eCommerce eXperience Platform can be strategic.

Data security and artificial intelligence

InAI implementation, data security plays a crucial role. In addition to technical aspects, data management and security become crucial in an effective AI implementation.

Adopting a private cloud infrastructure provides greater data protection, especially when it comes to sensitive customer information. In addition, it is crucial for companies to work with reliable partners who specialize in martech to implement advanced AI solutions. Only then will they be able to optimize data usage, mitigate privacy risks, and maximize the value derived from their AI-based digital transformation initiatives.

A concrete example of how AI implementation requires a robust data security strategy is AiAbility: Open Source Artificial Intelligence Models on a Private Cloud , which offers Open Source Artificial Intelligence models on Private Cloud, ensuring a high level of security and control over sensitive data.

Why rely on an AI Martech Company

To make the most ofAI's potential, companies need to collaborate with experienced and reliable partners in martech technologies (Missing Translation). Relying on a company that specializes in AI and technology marketing allows them to implement tailored solutions, minimizing risk and maximizing results. A partnership with an AI martech company like Zero11 can be the key factor in accelerating the success ofAI integration, providing specific expertise and scalable solutions that improve business efficiency and competitiveness."