Valtech, the global experience innovation company, today announced the release of Skip the Data, Chase the Outcome, a new research report produced in partnership with Master B2B, the B2B eCommerce executive community and research publisher. The report draws on interviews with digital executives at manufacturers and distributors to examine how leading organizations are deploying AI without waiting for a perfect data foundation.
The research challenges a common assumption in B2B digital transformation: that AI initiatives must wait on fully cleaned, centralized data before they can deliver value. Instead, practitioners interviewed for the report describe a different pattern — narrowly scoping AI to the specific data a single use case needs, then expanding and standardizing only after value has been demonstrated.
Key findings include:
-
AI value is highly concentrated: the most AI-fit companies represent just 20% of organizations but capture nearly three-quarters of all AI-driven value, according to data cited in the report from PwC's 2026 Global AI Performance Study.
-
High-performing organizations are nearly three times more likely to fundamentally redesign workflows around AI rather than bolt it onto existing processes, per McKinsey & Company research referenced in the report.
-
Despite the opportunity, scaling AI responsibly remains a top concern: inaccuracy, cybersecurity, and regulatory compliance were the three leading barriers cited by respondents with direct responsibility for AI governance.
Executives interviewed for the report — spanning foodservice distribution, life sciences manufacturing, technology distribution, and automotive — describe a four-part approach:
-
Scoping AI to the data it actually needs
-
Using AI itself to close data science and enrichment gaps
-
Focusing initiatives on the needs of channel partners and customers
-
Layering in governance as initiatives scale rather than before they start.
"Perfect enterprise data by itself does not drive outcomes," said Jared Johnson, Head of B2B Strategy, Americas at Valtech. "Rather, what's done with the data drives business results. That's why Valtech partnered with Master B2B — outcome-first thinking is the approach used by B2Bs that are actually growing revenue and profitability. Governance is essential, but it should serve business outcomes like driving revenue through better recommendations, personalization, and experiences. Governance itself is not an outcome."
As Master B2B notes in the report, "Don't wait to make all your data ready for AI. The most successful AI initiatives always start with the outcome in mind."
The full report, Skip the Data, Chase the Outcome, is available for download here:
About Master B2B
Master B2B publishes industry-leading thought leadership research and operates an elite community of B2B eCommerce executives who network and share best practices through peer-to-peer dinners, roundtables, and summits. Learn more at MasterB2B.com.
About Valtech
Valtech, the global leader in experience innovation, exists to unlock a better way to experience the world. By delivering sustainable, human-centric digital solutions that prepare businesses for the future, we empower brands to leapfrog the competition and surpass best practices. Our 6,000-strong team in 24 countries crafts intelligent, personalized experiences that blend crafts, categories and cultures. At the intersection of data, AI, creativity and technology, we touch lives, grow businesses and unlock value in a digitally accelerated world. Our clients include the world’s leading brands, such as AXA, Dolby, L’Oréal, LVMH, Mars, Mercedes, P&G, Santander, Toyota and Volkswagen. See our work at Valtech.com.