Artificial intelligence (AI) has officially moved from experiment to execution in the world of B2B revenue enablement.
Every businesses leader surveyed for Allego’s 2025 AI in Revenue Enablement Report — 100% — now uses generative AI tools to support sales, marketing, or customer success. That’s up from just 62% last year, marking a sharp and sudden shift toward full integration.
The findings show that AI is no longer a trend to watch. It’s a strategic foundation for how go-to-market teams operate and grow. Once a tool used on the margins, AI is now embedded across key processes, from content development and coaching to buyer engagement and onboarding.
More importantly, AI technology is delivering significant business impact. Half of respondents say AI has already helped boost revenue. A majority say it’s shortened sales cycles, and a significant share credit AI with reducing ramp time for new hires. The most effective teams are using it to automate tasks, deliver real-time insights, and improve decision-making in the moment.
Last year, the story was exploration. This year, it’s execution.
How AI is helping grow B2B companies’ revenue
AI is becoming a performance catalyst. It’s streamlining workflows, improving team productivity, and enhancing customer experience. Leaders report growing confidence among sellers who use AI in their daily work. That confidence translates to better outreach, stronger buyer engagement, and more closed deals.
Much of that confidence stems from how these companies are deploying AI. Sales teams are using it to generate personalized content on a scale, with 81% of enablement leaders now doing so regularly. AI-driven sales coaching is also on the rise. Teams are leveraging real-time feedback tools, personalized coaching plans, and simulated training scenarios. Companies are now widely using virtual assistants and chatbots, once considered experimental, to handle frontline buyer interactions. 83% of respondents say their organizations rely on AI-powered tools to communicate with prospects and customers.
AI’s growing influence is also reshaping hiring practices. More than a third of enablement leaders now say AI fluency is a must-have skill for go-to-market roles.
This acceleration is fueling even more investment. 91% of respondents say they plan to increase AI spending over the next 12 months. Their top priorities include content personalization, AI-powered coaching, and conversational tools that help reps engage more effectively. Training and skill development are also high on the list as companies work to deepen AI expertise across teams.
How agentic AI fits into B2B operations
But the shift isn’t about adopting new tools — it’s about embracing a new kind of AI. The report points to the rise of “practical agentic AI,” a next-generation approach where systems don’t just respond to user input — they act. These AI agents operate autonomously within defined guardrails, surfacing insights, recommending next steps, and acting in real time. For sales and marketing teams, that means help arrives exactly when — and how — it’s needed, without requiring a prompt or technical skills.
Still, challenges persist. Leaders cite lack of in-house expertise, integration hurdles, and resistance to change as top barriers. Even after deployment, issues like data quality and aligning AI to real workflows can slow progress. But the momentum is clear: most organizations believe the benefits far outweigh the friction, and they’re learning how to scale what works.
The report highlights eight key findings that capture where AI is creating the most value — and where it still has room to grow. Among them: AI is enabling larger deal sizes through personalization, raising rep effectiveness through smarter coaching, and transforming how onboarding happens. Content creation, once a time-intensive task, is now fully mainstreamed and increasingly automated.
One standout takeaway is how AI is shifting the role of revenue enablement itself — from support function to growth engine. As AI systems become more intelligent and more embedded, they’re not just helping teams do more — they’re helping them do better. And as the next chapter unfolds, the focus will be on scaling proven use cases, closing adoption gaps, and aligning AI investments with measurable business outcomes.
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Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at [email protected]. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.
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