When I talk to B2B leaders about their generative AI (genAI) adoption efforts, I hear a mix of frustration, FOMO, and skepticism. Many feel stuck. They’re unsure whether their organization is behind, and they suspect other leaders have cracked the code. They also field tough questions about the ROI of adoption efforts. But the conversation quickly shifts when they ask the most impactful questions: “What can we do with where we are today? Are there practical steps we can take now to turn possibility into reality — or even a quick win?”

These are the right questions to ask because they shift the conversation from uncertainty to action. Instead of dwelling on what’s missing or feeling behind, leaders start focusing on what’s within their control. That’s where real progress begins and things get exciting. When the focus turns to practical options, the conversations become energizing, opening the door to tangible steps that drive impact.

During my keynote presentation at our upcoming B2B Summit North America, I’ll explore how leaders can turn genAI possibilities into reality by tackling the fundamental challenges that still hold them back. These challenges, once addressed, not only help organizations achieve value today but also help them adapt to whatever genAI advancements come next.

Fix The Engine Before Your Competitors Do

GenAI can’t deliver real business value if a foundation is broken. Too many B2B organizations are trying to layer genAI on top of scattered, siloed, and outdated technologies, data, and processes. As a result, they can’t connect the right insights, automations stall, and teams are unsure of how to apply genAI beyond basic tasks. The B2B organizations that move ahead will be the ones that fix their engine — creating the right mix of technology, data, and processes — before their competitors do.

Close The AI Literacy Gap To Unlock Real Impact

When I speak to leaders, they often assume that their teams will know how to apply genAI to their work, but the reality is very different. Without AI literacy, employees hesitate, unsure of where genAI adds value or questioning whether they’re “doing it right.” As one senior AI operations leader at a leading B2B technology company put it, “Whatever communication, enablement, or change management efforts you think you’ll need, plan on tripling them.” Organizations that succeed with genAI don’t just introduce new tools. They over-communicate, over-enable, and over-invest in change management to ensure that teams have the confidence, skills, and context to integrate genAI into their daily workflows. Prioritize ongoing training and learning opportunities with hands-on experimentation and clear guidelines to accelerate adoption and move beyond surface-level efficiency gains for transformation.

Make Collaboration Your GenAI Advantage

The majority of genAI success stories that I hear aren’t from isolated teams. They’re happening where marketing, sales, product, customer success, IT, and legal teams are collaborating with shared data, shared goals, and a clear genAI strategy. These teams also work closely with their vendors, agencies, tech providers, and partner ecosystem so that they can move faster and do the right things together. Leaders who foster alignment, break down silos, and create a culture of AI-driven innovation across their ecosystem are the best positioned to win.

Choose Progress Over Perfection

The leaders who see real results with genAI aren’t waiting for perfect conditions. They’re fixing what’s in their control today. The good news? You don’t have to figure it out all alone. At B2B Summit North America, I’ll be diving deeper into these challenges and sharing practical strategies to help your organization move forward without getting lost in the hype. Join me in Phoenix, March 31 to April 3, and let’s talk about what’s really working, what’s not, and what you can do right now to stay ahead.