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"New Report: The State of AI in Enablement"

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Talk of artificial intelligence (AI) is practically inescapable these days. That’s because, despite it being around for many years now, the emergence of what’s called generative AI – essentially the ability for AI to generate proactive assistance to users, including contextually aware recommendations and the creation of net-new content, such as text, images, sounds, animation, and other types of media – has opened the door to a host of new use cases that can further streamline or even eliminate manual tasks, leading to unprecedented productivity and efficiency.

This phenomenon is especially true for enablement. For years, enablement technology has leveraged AI for a range of capabilities that drive greater go-to-market (GTM) effectiveness, including intelligent content curation based on a user’s specified interests, smart search via auto-tagged content, immediate bot-delivered answers to any question based on crowd-sourced knowledge from across an organisation, and scalable learning tasks such as auto-scoring quizzes and sentiment analysis of practice conversations.

As generative AI continues to proliferate, it has transformative implications for the future of enablement and GTM more broadly. It will proactively predict and recommend the best next steps for any seller, marketer, enabler, or trainer in any given scenario and, in some cases, follow through on those next steps on the user’s behalf. This potential is exciting but also overwhelming, leading to a lot of uncertainty and speculation as to what exactly this transformation will look like.

The purpose of this study is to take stock of current AI familiarity, expectations, and challenges among organisations that use enablement technology, thereby getting a clear picture of just how fundamental AI is to those organisations’ enablement efforts, how significantly it impacts their overall business outcomes, and how it’s expected to bolster their success in the future.

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