The New B2B Growth Playbook: AI, Trust and Adoption

Unlocking B2B Growth: The Essential Role of Integrated AI, Trust, and Strategic Execution

Juan Martinez, Senior Editor at Harvard Business Review, moderated a panel at Web Summit Vancouver 2026, joined by Shuli Gortler, CEO of SimplyAsk.ai, and Nick Muy, VP Engineering – Platform / CISO at Scrut Automation. The discussion focused on AI’s tangible impact in B2B, emphasizing that its true value comes from deep integration into existing workflows, not standalone applications. Both Ms. Gortler and Mr. Muy stressed the necessity of thoughtful application for specific tasks, as generic deployment yields limited results.

Mr. Muy clarified that advanced AI outputs, like complex code or media, are not generated automatically. They require significant “scaffolding,” “agentic harness,” and contextual data. He cited Mozilla’s experience, where extensive engineering was needed to apply AI for vulnerability detection. The real differentiator for companies lies in this thoughtful engineering and the ability to provide rich, relevant context to AI models.

Initial attempts to foster AI adoption by merely distributing tools or organizing hackathons proved ineffective for Mr. Muy’s team. A more successful approach involved identifying the top three problems faced by internal teams and then tailoring AI solutions to address these specific challenges. This method ensures AI is applied where it can deliver genuine, measurable improvements, moving beyond abstract mandates.

Ms. Gortler stressed that rapid execution is a paramount differentiator in B2B. She used Domino’s Pizza Tracker as an example of how integrating AI into a transparent workflow, providing real-time updates, built immense customer trust and became an industry standard. This illustrates that swift, quality delivery, enabled by AI, is crucial for gaining and maintaining customer confidence in today’s market.

Ms. Gortler highlighted the “golden window” for B2B interactions, urging quick responses to customer interest. Mr. Muy noted that clients often request “AI stuff” without a precise understanding of their needs. Sales teams must guide prospects to define their actual problems, helping them discern how AI can provide targeted solutions. This consultative approach prevents over-promising and ensures practical application.

Both speakers underscored the importance of human teamwork, with Mr. Muy stating that the best AI outcomes emerge from close collaboration among product managers, engineers, and designers. Ms. Gortler reiterated that AI is not a “plug and play” solution, demanding continuous integration and adaptation. Additionally, Mr. Muy, in his CISO role, emphasized that ignoring AI prevents effective security and governance, advocating for embracing it.

Looking five years ahead, Mr. Muy dismissed the notion of widespread job displacement, predicting an increase in professional services roles within software companies to facilitate AI adoption. He emphasized hiring for “agency” and “autonomy.” Ms. Gortler agreed, foreseeing a redefinition of professions, where teams will focus on strategic thinking and business domain knowledge, with AI handling tactical execution.