What does the reality actually look like behind all the AI risks people are talking about in B2B right now?
In our new report, The Rise of AI in B2B Digital Commerce, we highlight six risks that Nordic B2B decision-makers see with AI in customer interactions, from losing the human touch to concerns about sensitive data leaking. To deepen the picture, we asked Jakob Twedmark, CEO of the digital B2B agency Motillo, who works daily with helping manufacturers, distributors, and resellers to develop their digital business.
Fear of data exposure is slowing development
When asked whether he recognizes the six risks identified in the report (including lack of human contact, incorrect conclusions, loss of control, and data leaks), Jakob replied:
"Yes, but in reality mostly linked to ‘Exposing sensitive data through AI’. Not because the problem actually occurs, but because the risk itself creates passivity and a reason not to experiment."
In other words: it’s not the technology that slows things down, but the uncertainty about how to start using it responsibly.
Overreliance on AI creates false expectations
When asked what he sees as the biggest challenge for B2B companies, Jakob says:
"An overreliance on AI solving everything. Success is still about understanding what AI should do better than other technologies, and ensuring that the efforts are about making things better for either the customers or the organization – and ideally both."
Important reminder: AI is a tool, not a shortcut. Success requires a clear purpose and a focus on real business value.
Start small – and embrace failure
Many companies are asking themselves: Where do we actually begin?
Jakob’s advice is clear:
"Find a first, clearly defined area where you can experiment on a smaller scale. Embracing AI is both about technology and organization, and there is absolutely a risk that things won’t turn out as expected right from the start. That’s why it’s important to be able to try in an environment where it doesn’t affect the whole company or all customers."
Small, controlled AI projects can quickly provide learnings – without putting the business at risk.
Want the full picture?
In the report The Rise of AI in B2B Digital Commerce, more than 900 decision-makers in the Nordics share their views on AI – how they use it, and what’s holding them back.
🔗 Download the report here
🔗 Read about the six AI risks here
More information about Motillo and contact details for Jakob can be found here: https://www.motillo.se/