Artificial Intelligence (AI) has rapidly moved from hype to real business impact in the B2B world. In our earlier report “B2B Commerce in 2025”, we saw clear signs that AI is no longer just a future trend – it's already reshaping digital business.
AI adoption in B2B is accelerating
2024 was the first year we measured how Nordic B2B companies are using AI to develop their digital business and customer experience. When we asked the same question one year later, in 2025, the results were striking:
- 24% of companies already use AI in some form – up from 15% the year before.
- Another 32% plan to adopt AI soon.
- On average, companies identify 2.3 use cases for AI in their operations.
The most common use cases are:
- Marketing – including content creation, translation, and campaign optimization
- Data collection and analysis
- Improving sales efficiency
- Customer Support
- Personalize customer experience
We also saw that larger companies have come furthest, but smaller businesses are catching up quickly – AI adoption has nearly doubled among companies with under €2M in revenue.
New report: AI in B2B digital commerce
To dive deeper, we’re now launching a new report:
“The Rise of AI in B2B Digital Commerce”
Based on insights from over 900 decision-makers across the Nordic region – all from manufacturing, distribution, or wholesale businesses – the report explores:
- How companies use AI in marketing and sales today
- What risks and challenges they see
- What their future plans for AI look like
We believe it’s the first study of its kind in the region, and offers an up-to-date view of how AI is shaping digital commerce in the B2B sector.
Be the first to read it
The report will be released in late August. Want a copy in your inbox the moment it’s live?