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2027 Business Predictions: AI Strategy, Digital Transformation, and the Future of B2B Growth

2 days ago
6 min read

By Emily Bell-Wootten | Founder & CEO, EBW Consulting


We've spent the last couple of years asking what AI can do. As we head into 2027, I think it's time to start asking what it's actually doing for our businesses, what it's costing us, and whether we're creating more value than risk.


I recently reviewed Forrester's 2027 Predictions: B2B Go-To-Market report, and several of its predictions caught my attention. Some reinforce what I've been seeing firsthand with startups, mid-market companies, and enterprise organizations. Others raise questions about how quickly businesses are adopting AI and whether they're prepared for the changes ahead.


I also had the opportunity to discuss many of these challenges as a panelist at the Official Cybersecurity Summit in Dallas, particularly the need for stronger governance, measurable business outcomes, and organizations that are prepared to adapt to emerging technology.


For business owners and executives, especially those leading growing companies here in Dallas and North Texas, I think these conversations are becoming increasingly important.

AI Business Strategy in 2027: The Accountability Conversation


One of my strongest predictions for 2027 is that we're going to see a shift from AI experimentation toward accountability.


According to McKinsey's 2025 State of AI survey, 88% of respondents reported regular AI use in at least one business function, yet only about one-third said their organizations had begun scaling AI programs.

That tells me something important. AI adoption is moving quickly, but integrating it successfully into business operations is a different challenge.


I've worked with organizations where automation has significantly reduced manual work and improved operational efficiency. I've also seen businesses invest in technology without clearly understanding the problem they were trying to solve.


I think executives need to start asking a few more questions:

  • What business problem are we solving?

  • Are we improving revenue, profitability, customer experience, or operational performance?

  • What does the technology cost to implement, integrate, secure, and maintain?

  • Are employees actually adopting it?

  • Who is accountable for the results?


Saving employees ten hours a week sounds impressive, but what happened to those ten hours? Productivity is a useful measurement, although the business outcome is what ultimately matters.


Why AI Business Strategy Must Start With Business Fundamentals


My philosophy has always been to understand the operations, identify the ideal customer, establish the strategy, and build the right systems before introducing more technology.


AI can accelerate a good business strategy, but it won't automatically fix a broken one.


B2B Go-to-Market Strategy: AI Is Changing How Customers Buy


One of Forrester's more interesting predictions is that agentic AI will play a role in 75% of B2B purchases in 2027.


That doesn't mean AI agents will independently make most purchasing decisions. It means they're becoming more involved in researching vendors, evaluating solutions, comparing information, and supporting procurement decisions.


For businesses, this creates an entirely new set of considerations around digital visibility, customer experience, and trust. We've spent years optimizing websites and marketing campaigns around how people search for and evaluate companies. Now we also need to consider how AI systems find, interpret, and recommend our businesses.


What AI Search Means for B2B Go-to-Market Strategy


I think companies need to pay closer attention to the consistency and credibility of their digital presence.

Can AI clearly understand what your company does? Is your expertise supported by credible information? Are your marketing claims consistent across your website, customer stories, leadership profiles, and other sources?


Forrester also predicts that two-thirds of B2B providers will lose deals because buyers cannot verify their claims.

Whether that exact number materializes remains to be seen, but I agree with the underlying concern. Buyers are becoming better equipped to evaluate what companies are telling them.


This is where traditional SEO, AI search visibility, executive credibility, and customer experience begin to intersect.


Digital Transformation Consulting: Build a Business That Can Adapt


One of the things I've been encouraging boards and executive teams to think about differently is their approach to emerging technology.


Instead of only asking, "What's our AI strategy?" I think they should be asking, "Are we building an organization that can continuously adopt and adapt to emerging technology?"


From 2016 through 2019, while working with Dell and NTT DATA, I spent a great deal of time in enterprise boardrooms discussing AI, IoT, blockchain, and connected technologies. We were demonstrating opportunities to improve operations, reduce costs, and create better customer experiences, although many organizations weren't ready to make those changes.


Then COVID happened, and companies across industries had to accelerate technology adoption and change their operating models.


I've thought about that experience quite a bit lately. We don't know what the next major disruption will be, and businesses shouldn't have to wait for another crisis to modernize.


Why Digital Transformation Consulting Must Include People and Processes


Technology readiness requires more than purchasing software. It means understanding your existing systems, improving data quality, connecting business processes, and investing in employee education.


A company can implement the best technology available and still struggle if employees don't understand it, trust it, or know how to use it effectively.


The goal shouldn't be to become AI-ready. It should be to become change-ready.


AI Governance and Cybersecurity: Protecting Business Growth


Another important part of this conversation is governance.


According to IBM's 2025 Cost of a Data Breach Report, the average cost of a data breach in the United States reached $10.22 million among organizations studied.


That's a significant reminder that cybersecurity isn't simply an IT responsibility. It's a business risk, customer trust, and operational resilience conversation.


As organizations introduce AI into more processes, they need to understand what data these tools can access, who is responsible for oversight, and how vendors are managing information.


Practical AI Governance for Growing Businesses


Frameworks such as the NIST AI Risk Management Framework and ISO/IEC 42001 provide useful starting points, but organizations still need to establish internal ownership, access controls, employee guidance, and accountability.


I believe good governance should help businesses adopt technology more confidently, not simply create another compliance checklist.


For smaller and midsized companies, this is especially important because they may not have the internal resources of a large enterprise, yet they're facing many of the same technology and security decisions.


Let's Continue the Conversation About 2027


There are several additional predictions in Forrester's report that I think deserve more discussion, including how AI will change marketing departments, the risks of relying too heavily on synthetic customer personas, and why human relationships may become even more valuable as AI becomes involved in purchasing decisions.


Over the coming weeks, I'll be sharing my perspective on these topics through my LinkedIn content for EBW Consulting and The Builders, drawing on my experience with enterprise transformation, startups, marketing, customer experience, and business growth.


Some of Forrester's predictions I agree with. Others I think deserve a closer look, particularly when we consider what they mean for smaller businesses that don't have unlimited budgets or resources.


I hope you'll join the conversation and share what you're seeing in your own organization.

Interested in exploring the research?



If you're evaluating your technology investments, rethinking your go-to-market strategy, or preparing your business for its next stage of growth, I'd welcome the opportunity to connect.


Visit EBW Consulting to learn more.


About EBW Consulting & The Builders


EBW Consulting helps startups and mid-market companies grow through business strategy, marketing, customer experience, AI, digital transformation, and practical execution. Founded by Emily Bell-Wootten, EBW brings more than 20 years of experience helping organizations align their people, processes, and technology to drive measurable growth.


The Builders, led by Emily Bell-Wootten and Chuck Dyhre, helps founders and growing businesses move from strategy to scale through hands-on business development, go-to-market planning, and commercialization.

Together, we bring experienced leadership, practical strategy, and execution to businesses ready for their next stage of growth. Learn more: www.emilybellwootten.com


About the Author

Emily Bell-Wootten is the founder and CEO of EBW Consulting and a leader of The Builders. A Dallas-area business transformation executive with more than 20 years of experience, she specializes in marketing strategy, customer experience, AI, cybersecurity awareness, digital transformation, and go-to-market growth. Her work spans more than 70 brands across 17 industries, from Fortune 500 enterprises to emerging startups. Emily also serves as a Board Member and CMO of AITP Lone Star and is a Founding Member of Mind & Machine DFW.

Frequently Asked Questions


What should businesses prioritize in their 2027 AI strategy?

Businesses should begin with clear operational and financial goals, assess existing technology and data, identify practical use cases, establish governance, and measure AI investments against business outcomes.


How will AI affect B2B go-to-market strategy in 2027?

AI agents are expected to play a larger role in supplier research, product comparisons, and purchasing analysis. Businesses will need clearer positioning, verifiable claims, credible digital information, and strong customer relationships.


Why is digital transformation important for small and midsized businesses?

Digital transformation helps organizations improve processes, connect systems, use data more effectively, strengthen security, and prepare employees to adopt new technologies without repeatedly rebuilding their operations.


How does AI governance relate to cybersecurity?

AI governance establishes accountability for technology use, data access, vendor oversight, risk management, and human decision-making. It helps organizations manage AI-related risks within their broader cybersecurity and business operations.


References

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