119 RETAIL & CG issues, expectations and emerging trends and an average of 20 per cent improvement in customer retention and satisfaction. Another partner is SymphonyAI, which provides AI software-as-a-service applications that focus on data integration and visibility, collaboration and growth across the entire production and supply chain. The firm’s solutions have helped clients achieve an average of five per cent category sales growth, 11 per cent increase in on-shelf availability and 23 per cent improvement in planogram compliance. While the opportunities for B2B organisations are plentiful, there can be challenges involved with any organisational transformation. According to Forrester’s The State of AI Infrastructure, which was commissioned by Microsoft in 2024, half of executives believe their organisation doesn't have the proper infrastructure to support their desired workloads. To ensure a smooth adoption process, Edmonds says “retail and consumer goods companies need to make sure their current systems are compatible with AI technology, and this starts with having a unified data estate to enable AI use cases that drive efficiencies for sales teams.” The Forrester report also discovered only 33 per cent of leaders believe they have employees with the knowledge and capabilities to use AI effectively, so they must upskill or reskill sales teams. It is also important that organisations maintain a human touch when implementing AI. McKinsey & Company’s B2B Pulse Survey recommends retailers follow the ‘rule of thirds’ to effectively balance automation and human interaction. In short, one-third of customers hope for in-person interactions, one-third want remote communications and one-third prefer digital self-serve options – and organisations should cater to all three. Organisations must also implement robust cybersecurity measures when deploying AI and other technologies to protect sensitive information that could be compromised in case of a cyberattack. “Ensuring the security and privacy of customer data is paramount,” says Edmonds. “However, once B2B organisations have established a strategy for AI adoption and meeting new customer expectations, they are in a prime position for rapid growth and transformation. “Establishing this framework sooner rather than later will help organisations to better adapt to an evolving industry.” XTEL’s Cédric Guyot shares how the company is working with Microsoft to develop solutions that improve operations for B2B retailers Partner perspective “XTEL recently launched MAX AI for enterprise planning in the retailand consumer goods industries, a solution that fundamentally disrupts traditional analytical, transactional and workflow-driven strategy and planning systems. Based on a custom copilot that extends Microsoft 365 and is accessible through Microsoft Teams, MAX AI offers an intuitive, prescriptive, natural language interface to employees across all departments to seamlessly engage with comprehensive commercial plans. They can test strategies, adjust tactics and respond to competitive or external events, while MAX AI evaluates the sales and margin impact at the company level and constructs an optimal, detailed and ready-to-execute plan in real time.” Cédric Guyot Chief Strategy Officer, XTEL
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