AI is a powerful tool – but not without pitfalls. An increasing number of B2B companies are using AI to generate content, analyze data, personalize experiences, and streamline support. But with new opportunities also come new risks.
In our report The Rise of AI in B2B Digital Commerce, Nordic decision-makers share their biggest concerns about using AI in customer interactions. Here are the six most common risks – and how to avoid them.
👉 📥 Download the full report here
1. Risk: Losing the human touch
AI can bring efficiency – but also make communication feel impersonal.
In B2B, relationships are often critical. If your customer interactions feel “robotic,” you risk losing trust, understanding, and emotional connection.
✅ How to avoid it:
Let AI assist – but not replace. Add human tone, empathy, and subject-matter expertise to your communication, especially in complex sales processes.
“A salesperson’s experience and intuition are difficult to transfer to AI.”
– CIO, distributor
2. Risk: Inaccurate or unreliable content
AI can “hallucinate” – that is, produce invented or misleading information.
✅ How to avoid it:
Implement quality control. Review all AI-generated content before publishing. Make sure data is accurate, up to date, and relevant.
“AI can’t always be trusted – it requires human review.”
– CEO, wholesaler
3. Risk: Too much automation, too little control
Overreliance on AI can lead to a loss of competence, judgement, and contextual understanding. It becomes harder to detect errors – or understand their root causes.
✅ How to avoid it:
Treat AI as a support tool, not a replacement. Train your team on both opportunities and limitations – and make sure humans always have the final say.
4. Risk: Generic communication and a diluted brand
When many companies use similar AI tools in similar ways, content can become bland – and your brand may lose its unique voice.
✅ How to avoid it:
Incorporate tone of voice, storytelling, and brand identity into your prompts. Create internal AI guidelines to preserve your brand’s values, form, and expression.
“Our biggest concern is that the content becomes too generic.”
– CMO, manufacturer
5. Risk: AI lacks context
AI doesn’t always grasp the bigger picture – especially in B2B, where relationships are often complex. That can lead to irrelevant suggestions or flawed conclusions.
✅ How to avoid it:
Feed AI the right data – but always combine it with human insight. Use AI for input, but let people make the final decisions.
6. Risk: Exposed customer data
Using AI introduces new challenges around GDPR, information security, and data sharing. Unintentional leaks or misconfigured tools can result in serious trust issues.
✅ How to avoid it:
Establish clear data governance. Ensure that AI systems comply with regulations – and never send sensitive customer data to open platforms.
“The most important thing is that information is not shared without control.”
– CEO, manufacturer
Curious to see how companies are successfully using AI despite these challenges?
👉 Read our previous blog post here
Conclusion: AI requires more than just technology
The answer isn’t to avoid AI – but to use it wisely.
The risks are real but manageable. Companies that act responsibly will not only minimize risk – they’ll also build long-term trust and customer value.
Do these risks sound familiar to you?
🎯 Download the report for more insights, examples, and guidance.
📤 Feel free to share this with someone facing similar AI challenges in their role.