Generative AI is a highly useful tool for growing B2B companies — if they learn how to apply it in their business by personalizing web content to customers’ interests, Forrester asserts in a new report.

Since GenAI surged in the business world in 2022, B2B companies have scrambled to use it to personalize commerce and marketing. But today, Forrester says many sales, marketing and product teams struggle to produce AI-driven results.

Forrester cites a lack of diligence for AI projects

Forrester ties the AI struggles to “a lack of diligence in resource allocation in foundational areas like data, skills and adoption.”

For example, Forrester says that sales professionals must log sales-related interactions as a requirement for creating GenAI value. “Yet pipeline analysis from our activity studies shows this initiative has failed, with sellers logging interactions for only 20% of opportunities,” it says in the report, “Predictions 2025: B2B Marketing, Sales and Product.”

Forrester adds that many companies “underestimate data challenges and upskilling, slowing the adoption required to realize [AI’s] potential.”

Instead of targeting results by “making superficial changes,” Forrester advises that B2B organizations muster “the courage to focus on long-delayed moves,” including resetting strategy around customer needs, increasing operational efficiency, and leveling up talent to “blend human and machine competencies.”

Forrester: GenAI must align across technologies

Among several GenAI-related predictions Forrester makes for 2025, it asserts that “more than half of GenAI personalization efforts” won’t achieve a return on investment.

While nearly all B2B organizations will invest in GenAI to  personalize marketing or sales activities in 2025, “technology investment alone won’t produce the desired return,” it says.

Forrester says achieving a GenAI ROI requires understanding how to connect GenAI’s capabilities  to develop “a more complete buyer’s journey that delivers content tuned to buyer needs.”

But it contends that “marketers will fall short due to accumulated technical debt that leaves them with seven to 10 disconnected technologies,” adding, “GenAI must align across all technologies to achieve its personalization potential.”

Forrester says successful companies will resist layoffs

“Most organizations won’t solve personalization effectively in 2025 but focus on connecting technologies to provide personalization across the buyer’s journey to have the best chance of seeing investment pay off,” Forrester says.

It adds, “Successful organizations will use 2025 to address infrastructure challenges and realign resources while resisting the urge to lay off headcount to satisfy the pressure for financial returns.”

Paul Demery is a Digital Commerce 360 contributing editor covering B2B digital commerce technology and strategy. paul@digitalcommerce360.com.

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