商业生成式AI：成功、挑战和未来（英）

Generative AI for Business: Successes, Challenges, and the futureWhat's working, what's not, and what's nextIntroductionGenerative artificial intelligence (GenAI) is revolutionising industries by enhancing efficiency, creativity, and decision-making processes. In marketing and sales, GenAI presents a unique ability to augment human capabilities, transforming routine workflows into highly effective operations. Over the past few years, marketing and sales teams have integrated GenAI into their workflows, leveraging its potential for a wide range of tasks, including content creation, customer support, and lead generation. However, this transformative technology comes with its own set of challenges, risks, and limitations.To gain a better understanding of how GenAI is used in marketing and sales functions, we talked to a number of industry leaders who shared their experiences with us. More specifically, we spoke about why they adopted GenAI in their workflows and for which specific use cases, the benefits and challenges they experience, as well as the risks they associate with this technology.This report is based on qualitative interviews conducted with ten technology industry professionals, five in Europe and five in the US, in January 2025. All participants held leadership roles in marketing or sales within large technology enterprises. Their insights provide a nuanced view of GenAI's practical applications, the barriers faced during adoption, and the strategies employed to overcome these hurdles. For more information, see the Methodology section.Generative AI adoptionMany technology organisations began exploring AI integration in response to increasing industry conversations around its potential benefits. Initially, early adopters saw AI as a competitive advantage, enabling them to optimise workflows, improve customer engagement, and gain data-driven insights. Some initiated pilot programs as early as two to three years ago to test feasibility and scalability. As one Sales Strategy Manager noted, “GenAI became a topic in our organisation ever since OpenAI came into existence, around two years ago, and the world started talking about it.”On the other hand, some others ramped up their initiatives more recently as AI tools became more accessible and sophisticated. Nonetheless, today, AI adoption is no longer just an experimental initiative but a strategic priority for many organisations seeking to stay competitive in an increasingly digital landscape.When did technology companies start using GenAI?Generative AI adoptionThe adoption of generative AI in sales and marketing has been largely driven by the need to improve efficiency, automate repetitive tasks, and enhance decision-making capabilities. In sales, AI-powered tools assist with lead qualification, customer segmentation, and personalised outreach, reducing manual effort and increasing conversion rates. In marketing, AI has transformed content generation, enabling businesses to produce blogs, social media posts,