AI – easy to talk about, harder to start using?
You’re not alone. Many B2B companies feel they should get going with AI, but get stuck on questions like:
- Where do we start?
- What’s the right use case?
- How much competence do we need?
In our new report, The Rise of AI in B2B Digital Commerce, Nordic decision-makers offer clear answers – and show that it doesn’t have to be that complicated.
👉 If you want to see how other companies are already using AI in practice, start here.
Step 1: Choose a clear use case
AI delivers the most value when it solves a real problem – not when it’s a side project.
The most common starting points are:
- Marketing (e.g., content creation or optimization)
- Sales (e.g., lead scoring or quote support)
- Customer support (e.g., chatbots or FAQ automation)
Choose an area with high manual workload, accessible data – and a setup where testing yields quick feedback.
Step 2: Test, learn, and iterate
You don’t need a full AI strategy – you need hands-on experience.
- Start small.
- Test a specific AI function in a tool you already use.
- Document what works – and what doesn’t.
“We started by using AI to draft product descriptions. It saved us time – but we also had to learn how to prompt properly.”
– Marketing Manager, manufacturing company
Step 3: Involve the right people
AI isn’t just a tech issue – it’s a competence issue. Success requires collaboration across marketing, sales, IT, and leadership.
✅ Tips:
- Form a small cross-functional team
- Set clear goals for your pilot project
- Let the team share results and lessons learned
Step 4: Build knowledge and digital confidence
AI is powerful – but only if your people know how to use it.
Many companies in our report highlight the importance of internal competence.
“The technology isn’t the issue. It’s getting the organization to understand what it can do – and to dare to use it.”
– CEO, wholesaler
Start simple:
- Let teams test tools like ChatGPT internally
- Share guides, examples, and inspiration
- Talk about when AI should – and shouldn’t – be used
Step 5: Balance technology and people
AI can automate, optimize, and personalize. But it can’t replace human judgement, creativity, or empathy.
This isn’t about choosing AI instead of people – it’s about using AI to amplify what you already do well.
AI also comes with new challenges – from losing the human connection to data security concerns.
👉 Read about the 6 most common AI risks here
Summary: Start where you are
Getting started with AI isn’t about having all the answers.
It’s about asking the right questions – and being willing to try.
📥 Download the report
for more examples, insights, and practical advice from Nordic B2B companies.
Feel free to share this with a colleague who’s on the same journey.