But as with personalization, the performance divide lies not in interest but in operational depth. Market leaders are embedding AI directly into core workflows and cite gen AI’s primary benefits as efficiency (59 percent), customer experience (53 percent), and innovation (48 percent). They are also working to embed AI directly into core workflows, rather than confining it to isolated pilots, and are more likely to increase AI budgets year over year, reinforcing a long-term commitment to scale. While laggards remain constrained by foundational barriers—fragmented data, legacy technology stacks, and employee hesitation—leaders are more likely to cite risk and legal considerations as their primary constraint, an indicator of greater implementation maturity. The survey data suggest that a reinforcing dynamic is beginning to take shape. Organizations that generate internal enthusiasm for AI see higher levels of usage. Greater usage accelerates implementation across functions. Implementation, when tied to measurable efficiency and revenue outcomes, strengthens executive confidence and justifies further investment. That reinvestment, in turn, expands capability and impact. Think of it as the AI flywheel effect (Exhibit 6). Exhibit 5 Web <2026> Exhibit <6> of <8> Use of gen AI in commercial process, ¹ % of respondents Note: Figures may not sum to 100%, because of rounding 1 Question: “To what degree is your organization currently using gen AI in the B2B buying and selling process?” Source: McKinsey Global B2B Pulse Survey, Dec 2025, n = 3,664; Australia, Brazil, Chile, China, France, Germany, India, Italy, Japan, South Korea, Spain, UK, US AI adoption is shifting from pilots to broader implementation. McKinsey & Company Not currently using and no plans to start Plan to use in the future, but no timeline in place Plan to start using gen AI 1 or more years from now Plan to start using gen AI within the next 12 months Currently in process of implementing, but not used organization wide Currently using fully implemented gen AI for B2B buying/selling 19 2024 2025 23 20 14 16 7 22 30 20 14 9 5 13 The surprising economics of B2B growth: The new survival threshold—and what it takes to thrive