We continue our search for information on the use of AI in businesses, more particularly in commerce, by the Intescia study, European leader in B to B data intelligence, recently made public on the transformation of sales and marketing functions through AI. Study carried out in May 2025 by OpinionWay among 500 B to B commerce and marketing professionals in France.
This study on the integration of artificial intelligence in sales and marketing functions highlights rapid adoption of AI, driven by increased awareness among B to B decision-makers. AI is emerging as a lever for transforming operational activities in the daily lives of teams. After a short period of acculturation, sales and marketing professions have quickly grasped the potential of AI, supported by generally favorable corporate policies. The massive use of generative AI chatbots, notably ChatGPT, plays a key role in this dynamic, endorsing the use of “convenience AI”. But this phase of appropriation and consolidation still reveals structuring obstacles and limits., particularly with more demanding profiles. “The real challenge, especially for publishers, is to offer accessible solutions, efficient and truly activatable, in order to support all levels of maturity. So that AI becomes a real performance lever, it must be natively integrated into business solutions designed by experts who listen to realities on the ground. Its value also depends on the quality of the data it uses. : without a reliable and structured information base, AI cannot produce relevant insights”, explains Yannick Dupuch, CEO Intescia.
A historic shift
The study shows that 70% of B2B professionals use AI tools at least once a week via one or more chatbots like ChatGPT (used by 59%). This adoption is part of a tactical dynamic, with structured use and supported by management. Highlight : 76% of users opt for a paid version, including 57% personally, illustrating the strong perceived value of these tools and the desire to “stay in the race”. AI becomes a business reflex, especially among managers, in a logic of optimizing prospecting and saving time on tasks with lower added value. AI integrated into business tools
The adoption of AI is not an isolated event : 65% of professionals say their company actively encourages the use of these tools, and only 6% are opposed to it. The rules of use are considered clear by 80% of respondents, even if gaps remain among older employees or in mid-sized companies and large groups. AI is also part of business tools : 77% use AI features integrated into their Salestech solutions, and 67% combine these uses with AI chatbots. Daily use becomes widespread, particularly for writing prospecting messages and call scripts (33 %), strengthening the direct impact of AI on business tasks. Finally, declaratively, interest in AI agents (or AI agentique) is confirmed : 46% have already tested them, 69% have heard of it.
Obstacles and perspectives
Obstacles remain : lack of skills, concern about the reliability of the results, privacy concerns, particularly in mid-sized companies and large groups. However, “multi-equipped” users (chatbots + AI integrated into the tools) demonstrate a more advanced and demanding vision of the contributions of AI in terms of ROI and integration within their ecosystem. The benefits are tangible : 92% of respondents believe that AI allows them to save time on high value-added tasks. This efficiency is also accompanied by a significant organizational impact : 33% anticipate a reorganization of roles in their teams ; 26% plan to reduce headcount and sales and marketing budgets.
Four profiles facing AI
The study distinguishes four main behavioral profiles. The pioneers (39 %) : willing to take the initiative to research, test and integrate new AI solutions into their business. The cautious (37 %) : open to using AI when it is integrated or offered in their tools. The undetermined (15 %) : they have not yet really formed an opinion on the use of AI. the reluctant (9 %) : rather opposed to the use of AI, often older employee profiles, less trained and poorly supported. A generational and hierarchical divide thus emerges, calling for better digital inclusion to succeed in this transition.
See also our articles “AI serving humans to sell better” and “AI, ally of independent commerce », in Leader Réunion n° 243 and on leaderreunion.fr.
