The B2B buyer has moved. The question is whether sales and Marketing organizations have moved with them. BCG’s Federico Fabbri explains what it takes to close the gap between AI adoption and AI impact in commercial functions, from trigger-based engagement to the governance structures that make real customer signals actionable. This isn’t about the technology. It’s about whether the operating model, the trust, and the capability are in place to let it work. Listen in, and consider what your own organization’s readiness looks like. #BCGinCannes