Only a small share of B2B companies successfully scale AI, while pressure increases

Amsterdam, April 10, 2026 – Although an estimated more than 70% of companies are experimenting with artificial intelligence, only a limited number succeed in actually applying AI at scale in their operations. This is evident from international research by organizations including McKinsey.

According to Nils Nugteren, VP Business Development & Internal AI at software company AlisQI, the cause often lies not in technology, but in decision-making. He refers to a structural pattern he describes as ‘AI paralysis’.

“Virtually every organization sees that AI will impact sales, marketing, and service. But in practice, it often remains at plans and intentions,” says Nugteren.

Three recurring patterns

According to Nugteren, this paralysis typically manifests in three recognizable behaviors: procrastination, overly ambitious programs that are never realized, and uncertainty about where to start. The result is that organizations come to a standstill, while the pressure to innovate continues to increase.

This pressure is further intensified by changes in customer behavior. Business buyers are searching less actively and increasingly rely on AI-driven interfaces to gather information and select suppliers. This has direct consequences for visibility, pricing, and customer relationships.

From strategy to execution

For many organizations, the challenge does not lie in formulating a vision, but in translating it into concrete applications. AI impacts multiple parts of the organization simultaneously, making decision-making complex.
“Companies often want to get it right immediately: first a strategy, then a roadmap. But precisely because of that, nothing happens,” Nugteren states.
According to him, the key lies in a pragmatic approach, where organizations start with small-scale experiments and pilots. “You don’t have to wait for budget or external parties. Many things can already be tested internally. Those first steps are crucial to building knowledge and determining direction."

Foundation and organization determine success

According to Nugteren, successful application of AI fundamentally requires well-structured data and processes. Without that foundation, applications such as forecasting, lead scoring, and pricing remain limited in effectiveness.
In addition, the role of IT is shifting from supportive to strategic. Organizations where sales, marketing, and IT work closely together are better able to commercially leverage new technology. 

Theme at Emerce B2B Digital

The gap between AI ambition and execution is central during Emerce B2B Digital, taking place  on May 7, 2026, in Rotterdam. The event brings together more than 35 speakers and over 500 professionals around the impact of AI on commercial strategy and organizational design.