POV: B2B Decision-Making Will Never Be the Same Post The AI Revolution

I recently had the incredible opportunity to participate in a MasterB2B’s Mythbuster session, Myth or Reality: AI Will Revolutionize (not Evolutionize) Human Decision Making in B2B e-commerce¹, where the hot topic was AI's impact on human decision-making in B2B ecommerce.

While my fellow panelists, Brian Beck and Andy Hoar, MasterB2B, presented compelling arguments for an evolutionary shift, I found myself firmly in the "revolution" camp. And for those who missed it, let me tell you, it was a lively debate! I'm here now to double down on my conviction: Agentic AI isn't just an evolution; it's a fundamental revolution that will reshape how B2B businesses operate within the next three to five years.

Let's dive into why I'm so convinced.

Agentic AI: The Action-taker, The Communicator

First off, we need to be clear about what we're talking about. We're not just talking about AI that analyzes or writes copy. We're talking about agentic AI, which is all about taking action. But I'd push that definition even further: agentic AI can also communicate with other agents. Imagine the power of a digital agent not just making a decision, but then requesting more information, acting on it, and even coordinating with other AI entities across companies and industries. While it may seem like automation,  it's really about intelligent, interconnected action. This is why Google's new A2A (Agent-to-Agent) protocol is so significant; it's standardizing how these agents will "talk" to each other.

Dynamic Pricing and Hyper-personalized Merchandising

Consider pricing. My counterparts might argue that human expertise is irreplaceable in optimizing prices. But how many "rubber-stamp" decisions are we making today, approving price adjustments based on clearly documented business rules? Agentic AI can take those rules, historical data, and even external market trends (like that unexpected weather storm in the Northeast needing specific safety gear for trucks!) and dynamically adjust pricing in real-time. This means moving beyond static price lists to genuinely dynamic pricing that maximizes every sales opportunity while adhering to contract terms.

And when it comes to merchandising, forget generic recommendations based on broad demographics. In three to five years, merchandising will be hyper-specific. Agentic AI, constantly processing real-time data, including news feeds and economic indicators, will be able to promote a specific item to a particular customer at the exact moment. More than just displaying products, the goal is to anticipate customer needs precisely.

Goodbye Browsers, Hello Efficiency!

Perhaps the most radical thought I shared was about the future of the web browser. I truly believe that within the next few years, we should be designing to kill the browser. With the rise of voice interfaces like Alexa and Google, and the increasing sophistication of agentic AI, the need for a traditional browser for many B2B interactions will diminish. Why be confined to a square screen when agents can communicate and transact directly, or through more intuitive interfaces? My philosophy for our development team at HCLSoftware is always to design as if you want to kill the browser.

The Generational Imperative: Adapt or Be Left Behind

Now, Brian and Andy raised a valid point: B2B companies are often slow to adopt new technologies. They're more risk-averse, generally acting as fast or even slow followers. But what's going to force them to change? The answer is simple: the next generation entering the workforce.

Our kids, who grew up with smartphones in their hands and are now learning with tools like ChatGPT in school, are digital natives in a way no previous generation has been. They're accustomed to instant gratification, seamless digital experiences, and doing more with less. They don't want to make manual decisions based on spreadsheets or talk to a human on the phone for every query. They are going to expect agentic AI in their workplaces.

These younger generations will gravitate towards B2B organizations that embrace and leverage these technologies. The 10% of companies that revolutionize their technology stacks and fully adopt agentic AI within the next three to five years will grow exponentially. Those who cling to outdated paradigms will simply go away. It’s an evolution of technology, yes, but for organizations, it must be a revolution in adoption.

We have an opportunity to fundamentally reshape how we do business – to do more with less, work more efficiently, and provide unparalleled customer experiences.

Want to Learn More About Agentic AI? We Have a Playbook Ready for You.

Download our playbook “Agentic AI: The Autonomous Assistant Managing B2B Commerce, One Workflow at a Time“, and dive deeper into how Agentic AI can revolutionize your e-commerce strategy.

Reference:

1. Myth or Reality: AI Will Revolutionize (not Evolutionize) Human Decision Making in B2B e-commerce