We all know that AI will transform the way we use B2B apps. The question is: how?
I borrowed an analogy from the evolution of GPS:
1st Gen: Basic Navigation
In the early days of GPS, we used it to navigate to unfamiliar destinations. But once we knew the route, we’d stop using it. Moderate usage.
2nd Gen: Navigation with Traffic Updates
Now, even when we know the way, we rely on GPS to find the best route. Usage increased significantly.
3rd Gen: Full Self-Driving
Now, GPS isn’t just a guide—it takes over driving control. Even when traffic isn’t a concern, we rely on it, expanding its usage even further.
The next step is to recommend destinations based on the user's past behavior patterns.
So, how can we bring this same progress to B2B apps?
?? ?? ??
AI offers the opportunity to shift from providing users with static menus, forms and fields —a map, if you will—to proactively understanding their destination and intent, then guiding them through the right steps.
Imagine if B2B software could:
1. Understand what the user wants to achieve
2. Provide the most efficient path to get there
3. Gradually automate the process—starting with the user in the loop
This seems to be the future: moving from reactive systems to proactive, intent-driven solutions that not only help users achieve their goals faster but also redefine how they interact with software.