Modern B2B buyers seek the same self-service options they enjoy in their personal shopping experiences, even when buying complex products. Yet, many B2B companies still treat their websites more like static catalogs than dynamic sales engines.

 More and more B2B enterprises are leveraging artificial intelligence (AI) to bridge this gap between outdated ways of selling and current customer expectations. Spurred by technological breakthroughs, like the introduction of ChatGPT, AI is no longer just about automating simple tasks or content creation. It’s now a linchpin for delivering personalized experiences that empower sales teams to operate more efficiently. AI is rapidly becoming an indispensable asset in B2B ecommerce, whether it’s enhancing sales strategies through guided selling or streamlining conversations on price with AI-powered configure-price-quote (CPQ) tools like visual configurators.

In this article, we will explore the transformative role of AI in B2B ecommerce, diving into its impact on customer experience, its practical applications in B2B, and why it’s a game-changer for marketers and sales professionals.

The Rise of AI in Ecommerce

While AI has achieved buzzword status in 2023,  it’s been a transformative force in ecommerce for over a decade. With milestones ranging from chatbots to recent innovations like AI-driven content and supply chain optimization, AI has evolved from a nice-to-have to a necessity in today’s B2B ecommerce landscape.

For example, in the area of ecommerce data management, AI has significantly reduced manual labor by automating the ingestion, cleansing, structuring, and enrichment of product information. This streamlines operations and enhances the customer journey through personalized experiences. AI also enables businesses to gather and analyze customer data more effectively, including the use of zero-party data, to better understand and meet consumer needs. This, in turn, boosts engagement, satisfaction, and…

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