A new study by Emporix, conducted by Worldwide Business Research, reveals the current state of AI in the B2B sector: goals, expectations, and concerns. In this article, discover the most important B2B commerce trends—AI, personalization, and data-driven strategies.
TL;DR
AI adoption is a key strategy for B2B companies in Europe.
Two out of three companies are currently in the selection or testing phase of AI solutions.
Expectations focus on process optimization, cost reduction, and automation through AI.
The Emporix Commerce Orchestration Platform facilitates migration to AI-based solutions.
B2B decision-makers see personalized sales outreach, websites, and product recommendations as core drivers of customer engagement.
With Emporix, B2B companies establish the technological foundation for agile personalization.
B2B leaders face challenges in digital transformation.
Data analytics unlocks new business opportunities, optimizes processes, and drives growth.
The Emporix Autonomous Commerce Execution Platform supports future-proof data strategies.
In Q3 2024, Worldwide Business Research surveyed 100 European B2B leaders on behalf of Emporix about the current state of AI implementation in their organizations, their business goals, expectations, and concerns.
Key findings:
31% are in the selection phase of AI technologies.
29% are currently testing AI solutions.
Only 1% have fully implemented AI.
1% have no AI strategy at all.
Expectations center around processes, cost reduction, and automation. AI is seen as having almost limitless potential in B2B commerce. Respondents cited process optimization (35%), cost reduction (26%), and automation (25%) as the areas with the greatest benefits.
Process optimization: Automating repetitive tasks, reducing bottlenecks (e.g., inventory management), and improving efficiency with AI features.
Cost reduction: Using AI to lower operational expenses caused by manual, non-value-adding tasks in customer service or returns management.
Automation: Streamlining manual tasks such as inventory management, customer support, and order processing to increase speed and accuracy.
Additional use cases include data analysis and capture, fraud detection, enhanced customer experience, and content generation.
Despite AI’s potential for efficiency and innovation, companies remain cautious—especially regarding data:
Data protection and security remain top priorities.
Data breaches and compliance issues are major risks.
Concerns persist about the reliability of AI-generated content and its adaptability to fast-changing markets.
These concerns are expected to diminish as AI technologies mature. Strong data protection practices and well-trained large language models (LLMs) will build trust, while the benefits will far outweigh the risks.
Emporix provides the technical foundation for agile AI adoption.
Developed according to MACH principles (Microservices-based, API-first, Cloud-native, Headless), Emporix allows fast, agile integration of AI features. With the Emporix Commerce Orchestration Platform, best-of-breed AI services can be orchestrated and tailored to the needs of European B2B companies.
Examples of integrated AI features in Emporix:
AI-powered frontend SDK for agile headless frontend creation.
No-code tenant setup with a chatbot guiding admins through the process.
AI-powered product content generation for names, descriptions, and translations.
Intelligent documentation assistant chatbot for instant help.
AI-driven import to streamline catalog and product integration.
AI-powered process orchestration: describe a process, and AI generates a ready-to-use workflow.
What sets Emporix apart is its unique Process Orchestration Engine (OE), which not only orchestrates but also optimizes business processes—a benefit valued by 35% of surveyed B2B leaders.
While once considered a B2C topic, personalization is now a growing expectation in B2B as well.
A personalized sales approach is cited by the majority of B2B decision-makers as the most important customer expectation, highlighting the continued importance of relationship-building in digital sales.
Key insights:
Personalized sales outreach (51%), tailored websites (43%), and product recommendations (42%) are seen as the strongest drivers of customer loyalty.
Personalization covers a wide range of applications designed to create tailored B2B buying experiences:
Sales personalization: Using customer data to orchestrate relevant offers and messages across all channels (hybrid selling).
Website personalization: Dynamic adaptation of content, layouts, and processes in real time.
Product recommendations: AI-powered suggestions based on buying behavior and preferences.
Seamless omnichannel experiences: Consistent, personalized interactions across websites, apps, email, and sales teams.
Personalized content: Tailoring marketing messages, emails, and ads to customer needs for maximum engagement.
Balancing automation with a “human touch.”
Managing complex customer journeys with multiple stakeholders.
Measuring ROI and proving the business impact.
Data quality issues, lack of infrastructure, skills shortages, and compliance requirements.
Built on MACH principles, the Emporix Commerce Orchestration Platform enables orchestration of best-of-breed tools for seamless hybrid selling.
Key personalization features:
Individual pricing and tailored offers.
Customer segmentation for personalized shopping experiences.
Personalized coupons and targeted promotions.
Multi-site management with local tax and shipping options.
The unique Orchestration Engine (OE) not only orchestrates but also automates processes, making personalization both scalable and efficient.
Data strategies are becoming increasingly critical for B2B success. LLMs emphasize the value of data—without it, AI cannot thrive.
Key insights:
67% see data strategies as crucial for success.
67% are in transformation toward data-driven models.
25% are only at the beginning.
77% struggle with data silos and ROI measurement.
Increasing marketing efficiency through KPI analysis and automation.
Personalized product recommendations via metadata-enhanced product information.
Customer retention by analyzing behavior and feedback.
Precise behavioral insights for refined strategies.
Higher conversion rates through identifying purchase triggers.
Data silos across departments and systems.
Measuring ROI effectively.
Poor data quality, lack of skills, compliance concerns, and limited budgets.
With MACH architecture and its Commerce Orchestration Platform, Emporix allows flexible orchestration of analytics tools, boosting efficiency, customer experiences, and sales performance. Its Orchestration Engine (OE) provides process automation alongside orchestration, a key advantage highlighted by 35% of B2B leaders.
The B2B commerce landscape of 2025 is shaped by AI, personalization, and data-driven strategies. Companies that adopt these trends early gain competitive advantages, improve efficiency, and create meaningful customer experiences.
With its Commerce Orchestration Platform, Emporix provides the foundation to launch AI initiatives, automate processes, and successfully implement data-driven strategies—scalable, flexible, and future-ready.
Act now:
Leverage AI, personalization, and data-driven B2B commerce with Emporix. Start your agile commerce journey today and actively shape the future of your business.