Aussie firms lead AI shift with strong digital literacy push

A recent survey conducted by Seismic has revealed that Australian businesses are notably well-prepared for an AI-led shift in the marketplace.

Over 200 management-level professionals across sales, marketing, enablement, and customer success roles contributed to the research. The study highlighted that Australian firms are prioritising AI literacy more than their counterparts in the United States, the United Kingdom, France, and Germany.

Nine out of ten organisations have prioritised AI literacy for their current workforce. Moreover, 86% of Chief Revenue and Sales Officers reported that they have implemented AI-focused training programmes for existing employees. These initiatives underline a strategic shift towards integrating artificial intelligence across essential business processes.

Paige O'Neill, Chief Marketing Officer at Seismic, discussed the implications of the findings. She stated, "Enablement teams have become increasingly influential, driving strategic change and leveraging AI to optimise their processes and initiatives within their organisations – earning them a seat at the table with their GTM leadership and C-suite. The data is clear: if businesses are not looking to enablement technology to shorten the buying cycle and keep pace with customer expectations, they will be left behind."

The research anticipates a substantial technological investment increase, with GTM leaders preparing to boost technology investment by nearly 20% by 2025. The investment impetus is likely fuelled by new AI features that allow organisations to demonstrate a clearer return on investment, with 87% of respondents acknowledging this aspect.

A significant portion of GTM leaders, 83%, expressed belief that AI would transform their sector within the next five years. Concurrently, 77% of Australian firms have already deployed AI training programs for their current employees, while 76% extend these programmes to new hires. This proactive approach is an effort to maintain competitiveness in a rapidly evolving business landscape.

Romain Brun, Director of Business Operations at CybelAngel, commented on the trend, "This data certainly confirms the vision of enablement becoming a more strategic function. AI decreases time on tactical and time-consuming tasks for enablement professionals to focus more on being strategic partners for the business."

Nonetheless, the survey identified barriers to AI adoption. Financial constraints were cited by 41% of respondents as a significant hurdle, while generational differences in leadership proved challenging in securing buy-in for new technologies, with 50% acknowledging this obstacle. Additionally, the term "AI" carries a stigma for some, whereby 43% avoid using it in official communications.

Despite these challenges, optimism about AI integration remains high. A significant 91% of GTM leaders believe that AI incorporation could increase revenue by 21% over the next five years. There is also an expectation of growing AI acceptance across generations, with 88% predicting increased acceptance and 69% foreseeing a continued rise in reliance on AI within the coming year.