BCG’s latest research underscores that AI—particularly generative AI—is poised to transform B2B marketing, sales, and service. But many first movers are stumbling.
According to our survey of 900 marketing, sales, and service executives—across a range of industries, regions, and company sizes—most expect GenAI to enhance key business metrics, with 90% saying they believe it will be crucial to their functions in the next three years. However, nearly half of them lack confidence in their current GenAI strategies. The challenges they face relate to:
- Data quality and knowledge
- Alignment on a starting point
- Security and privacy
- Scalability and the complexity of integrating AI with existing systems
Central to the problem is the fact that deploying AI in isolated pockets isn’t enough. To truly unlock the technology’s potential, leaders need to set a bold, unified AI ambition.
