Leveraging Artificial Intelligence in B2B Sales : Challenges and Opportunities
Macagnano, Virve (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052114326
https://urn.fi/URN:NBN:fi:amk-2025052114326
Tiivistelmä
This thesis examines the integration of artificial intelligence (AI) in business-to-business (B2B) sales, with a particular focus on the challenges and opportunities it presents. The research was initiated at the request of the case company, a mid-sized enterprise specializing in sports technology solutions. The objective was to explore how AI can enhance B2B sales processes, as well as to assess the current state of AI utilization within the company’s sales operations.
The study combines an extensive literature review with empirical research conducted through semi-structured interviews. Eight employees and an AI expert were interviewed. The literature review explores the evolving role of AI in digital transformation, its capabilities in sales contexts, and ethical considerations. Special attention is given to the characteristics and challenges specific to B2B sales, emphasizing the growing importance of data-driven decision-making.
The empirical findings highlight that while AI offers substantial opportunities—such as improving customer segmentation, personalizing sales interactions, and enhancing CRM systems—its adoption remains limited by organizational readiness, employee resistance, and concerns about data security. Interviews with sales professionals and an AI expert revealed that successful AI adoption requires more than technical training; it demands strong change management and attention to human factors.
Despite the small and industry-specific sample, the research provides valuable insights that can be generalized to similar companies undergoing digital transformation. The results indicate that fostering openness, addressing ethical concerns early, and providing continuous support are key to maximizing the benefits of AI in B2B sales.
The study combines an extensive literature review with empirical research conducted through semi-structured interviews. Eight employees and an AI expert were interviewed. The literature review explores the evolving role of AI in digital transformation, its capabilities in sales contexts, and ethical considerations. Special attention is given to the characteristics and challenges specific to B2B sales, emphasizing the growing importance of data-driven decision-making.
The empirical findings highlight that while AI offers substantial opportunities—such as improving customer segmentation, personalizing sales interactions, and enhancing CRM systems—its adoption remains limited by organizational readiness, employee resistance, and concerns about data security. Interviews with sales professionals and an AI expert revealed that successful AI adoption requires more than technical training; it demands strong change management and attention to human factors.
Despite the small and industry-specific sample, the research provides valuable insights that can be generalized to similar companies undergoing digital transformation. The results indicate that fostering openness, addressing ethical concerns early, and providing continuous support are key to maximizing the benefits of AI in B2B sales.