AI is becoming a permanent fixture at the heart of B2B business and marketing strategies. According to a study conducted by Intescia, a European specialist in Data Intelligence, in partnership with OpinionWay, 70% of French professionals in the sector now use AI weekly. This level of adoption indicates a shift towards structured uses, integrated into business practices. However, behind this dynamic, the study also highlights persistent maturity gaps, latent organizational tensions, and still heterogeneous conditions for a true scale-up.
Rapid Adoption Driven by Use
The use of AI in commercial and marketing functions is no longer just an experiment. B2B professionals use it daily, particularly through generative chatbots like ChatGPT, used by 59% of respondents. This regular use of generative AI tools reflects an immediate search for productivity in tasks such as prospecting, writing, or analysis.
Another strong signal: 76% of users have opted for a paid version, with 57% at their own expense. This individual uptake reflects a high perception of the added value of these tools, making them a personal performance lever. AI thus becomes a business reflex, especially among managers, in a logic of increasing efficiency and autonomy.
Companies Generally Supportive
The study highlights active company support in the adoption of AI: 65% of professionals report that their organization encourages them in this use, with only 6% identifying a resistant stance. In the vast majority of cases, usage rules are deemed clear (80%). However, disparities appear, especially in medium-sized enterprises and large groups or among more experienced profiles.
The study highlights active company support in AI adoption: 65% of professionals report being encouraged by their organization, while only 6% perceive a resistant stance. A large majority (80%) believe that usage rules are clear, although disparities remain, particularly in medium-sized enterprises, large groups, or among the most experienced profiles.
Integration of AI into Business Tools
Beyond conversational assistants, AI is increasingly embedded in business software environments: 77% of professionals surveyed use AI features embedded in their Salestech tools, while 67% combine these solutions with chatbots, particularly in writing prospecting messages or preparing call scripts.
The growing interest in AI agents, tested by 46% of respondents and known by 69%, indicates a shift towards more advanced forms of intelligent automation, in line with the market's growing maturity.
Measurable Benefits... and Organizational Change
The perceived efficiency is undeniable: 92% of professionals believe that AI saves them time on high-value-added tasks. But beyond productivity gains, effects on structures are emerging:
- 33% anticipate a reorganization of roles;
- 26% foresee a reduction in staff or budgets related to commercial or marketing functions.
The report also highlights recurring obstacles: concerns about the reliability of results, lack of skills, and data confidentiality issues, particularly in medium-sized enterprises and large groups.
User Profiles: A Diversity to Address
The study identifies four user profiles facing AI:
- The pioneers (39%), drivers of daily innovation;
- The cautious (37%), who follow once the tool is integrated;
- The undecided (15%), still not well-positioned;
- The reluctant (9%), distant from the digital world, often older or less trained.
These results confirm the importance of support and digital inclusion policies. AI maturity does not only depend on tools but also on the ability to train.
Yannick Dupuch, CEO of Intescia, concludes:
"The real challenge, especially for publishers, is to offer accessible, efficient, and truly actionable solutions to support all levels of maturity. For AI to become a real performance lever, it must be natively integrated into business solutions designed by experts attentive to field realities."