Nearly half (48%) of British B2B manufacturers will prioritise strategic investment in Augmented and Virtual Reality (AR / VR) technologies in 2025 in order to meet demands from Business-to-Business (B2B) buyers seeking digital buying journeys that mimic Business-to-Consumer (B2C) experiences, according to research by Akeneo, the Product Experience (PX) Company.
Adoption of mixed reality technologies will be followed by prioritised investment in Generative AI for translations and descriptions (41%), 3D product visualisation tools (41%) and Configure Price Quote (CPQ) software (41%), as B2B sellers increasingly look to offer the seamless, personalised experiences, according to original research in Akeneo’s B2B Survey Report, which surveyed 650 industry leaders and decision makers across the U.K., U.S., France and Germany.
The B2B world is changing, and digital experiences are leading the way. To stay competitive in this dynamic market, B2B organisations can’t afford to delay their digital transformation any longer; evolving to meet customers where they are is the only way to ensure that these buyers aren’t switching to more digitally advanced organisations.
– Kristin Naragon, Chief Strategy Officer, Akeneo
Channels traditionally associated with B2C interactions are becoming integral to the B2B buying process. The most popular channels used by B2B customers prior to purchasing include digital self-serve portals (51%), which provide customers with the autonomy to access information and make decisions without direct interaction with sales representatives, as well as social media platforms (46%) and product marketing websites (45%) – both of which offer the opportunity for engagement, feedback and brand interaction.
To facilitate this digital focus, 52% of B2B manufacturers report they will make more product information available to customers via online sites and product portals to enable self-serve; 43% have already adopted a Product Information Management (PIM) system and a further 40% report reconfiguring their tech stakes to a composable commerce model to give them greater flexibility.
B2B customers now expect interactions that cater specifically to their needs and preferences. Leveraging data and AI, companies can create highly personalised experiences that drive engagement and loyalty, balancing the need to make every interaction meaningful and relevant with scalability.
– Kristin Naragon, Chief Strategy Officer at Akeneo
