Trust me if you can – A first attempt to critically review obstacles and barriers to implementing AI applications in sales and B2B marketing in Austria

Are Austrian B2B companies ready to trust Artificial Intelligence (AI)? As the European Commission (EC) proposes a risk-based AI regulation, trustworthiness remains a sensitive topic to tap AI’s benefits. As ethical leadership in B2B technologies lacks systematic research, the paper analyzes current literature and both national and regional strategic papers. Findings are supported by in-depth interviews and focus groups involving AI experts, developers, and providers as well as public authorities with the objective to categorize AI applications by use cases. A Social Design Thinking Lab will then showcase AI applications exploring best practices for a successful implementation.