Beyond Use Cases: Deploy AI to Enable B2B Go-to-Market Decision Making - Seguridad Mania.com - España y América Latina

With the rise of AI, much of the discussion in business communities has shifted towards the potential of AI-enabled insights. In B2B go-to-market, AI-based solutions are gaining traction and are being deployed to streamline data analysis, workflows and improve decision-making. According to McKinsey & Company’s latest B2B Pulse Survey, 19% of B2B decision makers have already implemented GenAI use cases, with another 23% actively in the process of implementing them. This rapid adoption of AI is prompting a fundamental rethinking of B2B go-to-market strategy. For many business leaders, the path forward remains uncertain, particularly in B2B environments where product complexity, long customer engagement cycles, multi-stakeholder decision-making, and deep business context make the decision making process highly complex. As AI capabilities expand, executives are grappling with key strategic questions: - How do we strategically invest in AI to meaningfully improve decision quality, customer experience and core business outcomes? - How do we reimagine fundamental elements of our go-to-market strategy, including customer segmentation, product offering design, and customer engagement in an AI-first world? - What is the future talent profile for B2B go-to-market, and how can we upskill teams to thrive alongside intelligent AI systems? This session addresses the urgent need to maximize the value of AI in the go-to market and rethink decision making in an AI-first world. I will provide a strategic roadmap for how AI is reshaping the B2B go-to-market landscape and what leaders can do to stay ahead.