AI can feel like a magic trick. Type a prompt, get a polished answer, and suddenly your Monday feels more mangable.
But in global B2B (especially energy and industrial), “magic” is the fastest way to get disappointed. With long sales cycles, complex products, high stakes claims, and tight data rules, sustainably improving user experience with AI for the long haul requires strategy and patience.
To separate real value from novelty, Arnaud Dasprez, CEO and Founder of HexaGroup, hosted Marco Luciano, Head of AI Studio at BBN, on the HEX-Files podcast. Marco works with global B2B organizations to build AI search, workflow systems, and agent teams, as well as the governance tools that keep it all safe and usable.
Keep reading for Marco’s most practical takeaways: where AI is already improving real marketing and sales workflows, how search is evolving beyond “ten blue links,” how vision unlocks field use cases, and how to invest without lighting your budget on fire.
Listen to the full podcast here.
Many teams use AI only for a few quick tasks. They write emails faster or fix a few slides. These steps save time, but they don’t shift business outcomes. Real impact appears when teams add structure and build clear systems.
A strong setup often includes:
That structure is what turns “AI helped me today” into “AI changed how this team works.” Without it, AI becomes a toy: impressive in bursts, ignored in the real rush of work.
Productive use of AI use requires steady work building the habits that help teams stay focused on high-value tasks.