Navigating the Impact of AI on Partnership Professionals in B2B Tech: Insights from a Roundtable Discussion

By Jessica Baker, CPO of AchieveUnite and Dina Moskowitz, CEO of PartnerOptimizer

In the ever-evolving landscape of B2B tech, artificial intelligence (AI) has become the buzzword of the decade. Like "Cloud" was a decade ago, AI is shaping the way businesses operate, innovate, and collaborate. To delve deeper into how AI is impacting partnership professionals and teams in the workplace, we recently hosted a roundtable discussion at the 2023 AchieveUnite Next Gen Partnering Summit. The insights gathered from this discussion, and shared here, shed light on the current state of AI adoption, challenges, and the outlook for the future.

The Evolution of AI Buzzword to Business Norm

As observed during the roundtable, AI is currently in a state of flux, much like the term "Cloud" was a decade ago. It means different things to different people, and there is a sense of novelty surrounding it. However, it's important to recognize that AI is on a trajectory to becoming an accepted norm and a foundational element of many business solutions and practices. The journey from buzzword to business norm may involve challenges, but it is inevitable as AI continues to mature and deliver tangible benefits.

Limited Use of Generative AI So Far

Interestingly, most participants indicated that they have not yet embraced generative AI tools in their day-to-day operations. However, one company stood out by creating its own version of generative AI, which their company approved for internal use. This highlights the cautious approach many organizations are taking when it comes to implementing AI, often relying on custom solutions to address specific needs. 

The Challenge of Trust and Wariness

One recurring theme among the participants was the issue of trust. Many individuals expressed reservations and wariness when it came to AI. This lack of trust could stem from concerns about bias, privacy, or simply the fear of the unknown. Building trust in AI systems is a crucial hurdle that the industry must overcome to ensure the widespread acceptance and adoption of AI technologies. 

The Rise of Prompting as an Essential Job Skill

In the ever-evolving landscape of professional skills, the ability to engage with generative AI tools through "prompting" is fast becoming an indispensable asset. While some may be hesitant to embrace this shift, it is essential to recognize its significance across various job domains. This transformation will particularly influence roles within marketing, sales, and human resources, but its relevance extends to virtually any position that relies on email and other communication tools.

The advent of certification courses tailored for early adopters underscores the urgency of acquiring this skill. Failing to do so could place your career in jeopardy as the professional landscape continues to evolve. Embrace the change, or risk becoming obsolete in the workforce.

AI Integration in Products and Solutions

Participants revealed that they work for companies that are actively involved in creating and selling products and solutions that incorporate AI. This underscores the widespread recognition of AI as a transformative force in B2B tech. As AI continues to advance, businesses are finding innovative ways to leverage its capabilities to enhance their offerings and stay competitive in the market.

The Absence of Comprehensive AI Policies So Far

One striking revelation from the roundtable was that only a handful of participants reported that their companies had established comprehensive AI policies in place for the entire organization. While AI is rapidly becoming integrated into various aspects of B2B tech, it seems that many companies have yet to formalize their approach to AI governance. This lack of standardized policies can create uncertainties and potentially hinder the responsible use of AI technologies in the workplace.

Conclusion

Our roundtable discussions surfaced valuable insights into how AI is impacting partnership professionals and teams in the B2B tech sector today. While AI is still in the process of transitioning from a buzzword to a business norm, it is clear that its influence is pervasive. The absence of comprehensive AI policies, limited use of generative AI, and the challenge of trust are areas that organizations must address as they navigate the evolving AI landscape. Ultimately, AI's integration into products and solutions will continue to drive innovation, and as trust is built, it will become an integral part of the B2B tech ecosystem.

About the Authors

Jessica Baker is the CPO of AchieveUnite, the Partnering Success Company, and is passionate about the AI-driven channel, building partnership-centric mindsets, transformational partner ecosystems and maximizing Partner LifeTime Value®  

Dina Moskowitz, is the CEO and Founder of PartnerOptimizer and a leading Partner Data Futurist. Dina is a recipient of the 2023 Women in Cloud’s “Top 100 Women B2B Tech Founders”. PartnerOptimizer is an AI SaaS platform with proprietary data mining that is setting the new standard for partner discovery, partner program optimization and acceleration of partner-led sales. For more information visit PartnerOptimizer.com

Editorial credit to #ChatGPT. 

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