AI in B2B: Technology is Rising, But Humans Still Orchestrate

The new report by Litium, “The Rise of AI in B2B Digital Commerce” shows just how fast adoption is accelerating across the Nordics. In just a year, AI use jumped from 15% to 24%, with another 32% planning to adopt soon. Marketing (57%), data analysis (55%), and sales optimization (44%) lead the way.

It’s clear that AI is no longer a future concept - it’s already reshaping how B2B companies run campaigns, analyze data, and engage customers.

But here’s the nuance: while AI brings speed, predictions, and personalization at scale, the strategic clarity still has to come from people. Strategy can’t be outsourced.

• AI can tell us which campaigns perform best, but only marketers with vision can decide which campaigns are worth running.

• AI can generate content drafts, but authenticity, brand voice, and trust still depend on human judgment.

• AI can automate workflows, but relationships in B2B are built through empathy, expertise, and dialogue.

As I see it, the winning formula is simple:
AI for scale and speed. Humans for depth and trust.

For channels like email and direct communication, which remain among the most impactful in B2B, AI can optimize timing and targeting, but the why and how must come from people who understand their customers’ real needs.

The report also warns of six key risks, from losing the human connection to generic AI content weakening brand identity. And that’s the key takeaway for me: AI is a powerful assistant, but thoughtful, human-centered implementation is what unlocks real value.