How AI is changing B2B and the workplace – Oscar's reflections on Litium's and Microsoft's latest reports

Litium's report – The Rise of AI in B2B Digital Commerce

As Head of E-commerce at Toxic, I can clearly see how AI is becoming the next big step for B2B companies. The report The Rise of AI in B2B Digital Commerce confirms the picture — already today, 24 percent are using AI and a further 32 percent are planning to introduce it.

Every day I meet manufacturers, distributors and wholesalers who want to get started. Often it's about streamlining product search, automating translations of large volumes of product data or freeing up time in the sales process. This shows that AI isn't a "future trend" — it's a concrete tool for increased profitability and a better customer experience.

The report also highlights the risks, such as losing the human touch or producing overly generic content. Here I share the view that AI should be seen as a smart assistant. It's up to us humans to maintain control, quality and the authentic interaction.

For me, the key is to start small, test and learn. Whether it's AI in CRM, PIM or CMS, it's about finding the right use case that delivers real value. AI shouldn't replace people — it should free up time so we can focus on what we do best: building relationships, creating brands and driving the business forward.

Microsoft's report – Working with AI: Measuring the Occupational Implications of Generative AI

Generative AI is no longer a vision of the future — it's already here and fundamentally changing the way we work. Microsoft's recent report Working with AI: Measuring the Occupational Implications of Generative AI (July 2025) draws on over 200,000 real Copilot interactions and shows how AI is used in practice in American workplaces. The findings offer a clear signal for Swedish companies facing the same digital transformation.

What are we using AI for today?

The report shows that generative AI is primarily used for information gathering and research, writing and editing, and communication and explanation. In other words, AI works best as a knowledge and communication partner that helps people compile background material, write texts, summarise information and explain complex topics.

Which professions are most affected?

The impact is strongest in roles where language, text and knowledge form the core of the work. The report points particularly to sales, customer service, administration, communications, IT, development, analysis and education and advisory roles. By contrast, AI's impact is smaller in professions built around physical work — such as construction, healthcare and transport — where it is instead robotics and machine automation that are driving change.

What does this mean for Swedish companies?

The potential for Swedish companies is enormous. AI can be used to write product descriptions, campaign copy and SEO content. It can help salespeople and business developers create tailored customer pitches and analyses. In customer service, AI can power automated chat solutions, and for developers it means powerful tools for code generation and analysis.

At the same time, this opens up new questions around competence, ethics and responsibility. It's not just about becoming more efficient — it's also about creating a sustainable balance between human creativity and AI support.

Opportunities

At Toxic, we meet companies and organisations every day that are facing these challenges. We see that generative AI isn't about replacing people — it's about freeing up time for more value-creating work. When AI handles heavy, repetitive tasks, people can focus on strategy, creativity and relationships, which is what builds long-term competitiveness.

Conclusion

Microsoft's report confirms what we already see in our day-to-day work: generative AI is a tool for augmenting people's work, not replacing it. For Swedish companies, the time has come to move from experimentation to strategy — to start using AI systematically to strengthen sales, marketing, development and customer experiences.

👉 Want to explore how generative AI can elevate your business within web, e-commerce and digitalisation? Contact us at Toxic — we'll help you find the right way forward.