Artificial intelligence (AI) is being used across business-to-business (B2B) operations such as sales, contracts, and customer support, changing how corporations operate. It goes beyond simply summarizing emails or compiling meeting notes, with AI handling everything from customer analysis to contract review and customer responses. Kim Kyung-hoon, OpenAI Korea country manager, said, "AI is now serving as an engine that not only boosts productivity but also drives corporate growth."
Kim said this on the 7th at the Remember B2B Sales and Marketing Growth Strategy Conference RE:BUILD 26 held in Gangdong-gu, Seoul. He said, "Many corporations are already using AI to innovate actual revenue and operational efficiency," adding, "If you don't use AI, it will be hard to be a winner going forward."
One of the flagship AI-based B2B support cases OpenAI introduced that day is the "go-to-market (GTM) assistant." It is an AI agent that aggregates scattered customer information across internal systems at once to support sales reps with pre-call research and meeting preparation. In the past, it took a long time to analyze a single customer because staff had to search through multiple materials and documents one by one. Kim said that inside OpenAI, they are consolidating multiple systems—Slack, Salesforce, Inc., Notion, email—with AI to analyze customer information quickly and effectively.
AI can also be used in the process of converting leads coming in after marketing into actual contracts and purchases. OpenAI's "inbound sales assistant" first analyzes customer requests coming in via website inquiries or email, then responds by synthesizing customer attributes, products of interest, past touchpoints, and more. Kim said, "In the past, teams were busy handling inbound inquiries one by one, but now AI analyzes customers to enable a higher level of response."
AI is also taking over critical tasks such as the contract approval process. When the sales organization submits a contract request, AI conducts the first review of the contract and checks for anomalies. Kim said, "Global corporations often faced bottlenecks because approval processes were long, but now AI handles a large share, and the pace of work has sped up significantly." When there are no errors, AI approves directly, and only when additional review is needed do finance and legal step in for final confirmation.
Customer centers are also shifting from simple inquiry response teams to data analysis organizations. OpenAI's "support agent" does more than answer customer questions; it analyzes recurring complaints and demands and relays them to the product organization. In effect, it uses customer support data for market feedback and product improvements.
Kim emphasized that this trend is not unique to specific corporations. According to OpenAI, U.S. B2B sales software company Clay uses AI to analyze prospect data and deliver personalized sales strategies, growing about tenfold over the past two years. In addition, Spanish financial corporation BBVA has all employees using ChatGPT Enterprise and is creating and using more than 3,000 custom GPTs in-house.
Kim said, "AI is already entering the core business workflows of corporations," adding, "Now we need to decide which of our company's tasks to apply AI to first."