67% of B2B ecommerce companies are using artificial intelligence (AI) and machine learning to drive growth, a new report found.

And 90% see AI as critical to their long-term strategy, Algolia’s annual B2B Ecommerce Site Search Trends Report shows. The report, produced with data analytics firm Escalent, highlights that only 41% of companies have fully integrated AI. But investment is expected to rise, with 66% planning to increase AI spending within the next two years.

AI in B2B: Past the hype stage

The research shows that AI is becoming a key tool for handling complex sales cycles, large orders, and customer-specific terms in the B2B sector. Michelle Adams, president of field operations at Algolia, said AI search has moved beyond the hype stage. It’s now essential for enhancing customer experience and driving business growth.

“Amid economic uncertainties, the B2B ecommerce sector is harnessing the power of AI search and discovery to elevate customer experience and drive business growth,” Adams said. “Our findings show that 67% of respondents are not only excited about AI technology, but also believe we’ve passed the hype stage. AI search has now become a foundational requirement for any B2B ecommerce strategy.”

The report identifies a shift in focus from sales growth to customer experience. Of those surveyed, 37% are looking for technology that improves customer experience. Meanwhile, 36% are focusing on business growth and scalability. And AI use for site search and discovery increased by 7% year over year. 44% of companies are prioritizing these capabilities over traditional ecommerce features.

AI search is seen as a critical component of improving customer experience, with 84% of respondents stating that AI has moved from a nice-to-have to a necessity.

“The latest B2B Ecommerce Site Search Trends Report highlights a shift towards AI technology,” said Erin Smith, vice president of global technology operations at Escalent. “Respondents are seeking solutions that address specific business challenges and deliver tangible results, reflecting a more strategic and intentional approach to AI implementation.”

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