{"id":562855,"date":"2026-04-14T05:15:52","date_gmt":"2026-04-14T05:15:52","guid":{"rendered":"https:\/\/www.capgemini.com\/mx-es\/?post_type=research-and-insight&#038;p=562855"},"modified":"2026-04-14T05:26:27","modified_gmt":"2026-04-14T05:26:27","slug":"dar-un-salto-cualitativo-con-la-ia-agentica-la-nueva-ventaja-competitiva-en-el-comercio-b2b","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/dar-un-salto-cualitativo-con-la-ia-agentica-la-nueva-ventaja-competitiva-en-el-comercio-b2b\/","title":{"rendered":"Dar un salto cualitativo con la IA ag\u00e9ntica: la nueva ventaja competitiva en el comercio B2B"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/B2B-commerce-POV_Dotcom-Banner.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/B2B-commerce-POV_Dotcom-Banner.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/B2B-commerce-POV_Dotcom-Banner.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/B2B-commerce-POV_Dotcom-Banner.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/B2B-commerce-POV_Dotcom-Banner.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/B2B-commerce-POV_Dotcom-Banner.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/B2B-commerce-POV_Dotcom-Banner.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/B2B-commerce-POV_Dotcom-Banner.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/B2B-commerce-POV_Dotcom-Banner.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:91% 93%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Agentic AI<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Dar un salto cualitativo con la IA ag\u00e9ntica: la nueva ventaja competitiva en el comercio B2B<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Leapfrogging-with-agentic-AI-The-new-competitive-edge-in-B2B-commerce.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Abrir en una nueva ventana\"><span>Descargue nuestro punto de vista.<\/span><span class=\"type\">2 MB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"grid-container\"><div class=\"col-12 col-md-2\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1211490\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1211490\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-la-ia-generativa-ha-cambiado-por-completo-la-forma-en-que-los-compradores-b2b-buscan-productos-y-servicios\">La IA generativa ha cambiado por completo la forma en que los compradores B2B buscan productos y servicios.<\/h2>\n\n\n\n<p>Tan solo en los \u00faltimos dos a\u00f1os, el 89 por ciento de los compradores ha recurrido a populares agentes conversacionales impulsados \u200b\u200bpor IA para todo su proceso de descubrimiento de productos, investigaci\u00f3n y toma de decisiones.<a id=\"_ftnref1\" href=\"#_ftn1\">[1]<\/a><\/p>\n\n\n\n<p>Esto ha dejado a los vendedores B2B tradicionales pregunt\u00e1ndose c\u00f3mo pueden ponerse al d\u00eda, cuando resultan invisibles para las mismas herramientas en las que los compradores conf\u00edan ahora para guiar sus decisiones.<\/p>\n\n\n\n<p>La cruda realidad es que ya no es posible competir utilizando los modelos de ventas tradicionales de anta\u00f1o, basados \u200b\u200ben software no personalizable. Para llegar a los compradores all\u00ed donde se encuentran \u2014y ofrecer experiencias m\u00e1s personalizadas, similares a las del entorno B2C\u2014, deber\u00e1 replantear los recorridos del cliente y comenzar a transformar sus procesos de negocio mediante el uso de IA generativa y ag\u00e9ntica.<\/p>\n\n\n\n<p>Adem\u00e1s de personalizar plataformas de software, los l\u00edderes empresariales de hoy en d\u00eda tambi\u00e9n est\u00e1n construyendo procesos din\u00e1micos y orientados a objetivos, para luego potenciarlos con agentes de IA.<\/p>\n\n\n\n<p>Estos agentes pueden percibir, razonar, actuar e incluso colaborar con otros agentes para interceptar las b\u00fasquedas de los usuarios y ofrecer desde cotizaciones y precios hasta la gesti\u00f3n de pedidos y soporte.<\/p>\n\n\n\n<p>Lo sorprendente es que incluso las organizaciones que carecen de madurez digital y de datos percibir\u00e1n, aun as\u00ed, los beneficios inmediatos de la IA ag\u00e9ntica. Y a medida que estos agentes adquieren mayor sofisticaci\u00f3n, no solo pueden ayudar a automatizar tareas rutinarias y repetitivas, sino tambi\u00e9n a coordinar flujos de trabajo m\u00e1s complejos que implican la venta adicional (<em>upselling<\/em>), la venta cruzada (<em>cross-selling<\/em>), el an\u00e1lisis de inventario y la viabilidad de las entregas; todo ello con la intervenci\u00f3n humana.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-curiosa-como-la-inteligencia-artificial-puede-remodelar-su-negocio\"><strong>\u00bfCuriosa c\u00f3mo la inteligencia artificial puede remodelar su negocio?<\/strong><\/h3>\n\n\n\n<p>Lea nuestro <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/04\/Leapfrogging-with-agentic-AI-The-new-competitive-edge-in-B2B-commerce.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">punto <\/a>de vista para descubrir pasos pr\u00e1cticos, beneficios tangibles y c\u00f3mo Capgemini puede ayudarle a recuperar su posici\u00f3n en el sector y hacer crecer su negocio mediante la IA.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><a href=\"#_ftnref1\" id=\"_ftn1\">[1]<\/a> https:\/\/www.forrester.com\/report\/b2b-buyer-adoption-of-generative-ai\/RES181769<\/p>\n\n\n\n<p><a id=\"_msocom_1\"><\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<section class=\"latest-insights layout-odd \"><div class=\"container\"><div class=\"insight-title\"><h2 class=\"latest-insight-title\">Investigaci\u00f3n y perspectivas<\/h2><\/div><div class=\"layout-single-card\">\n                      <div class=\"row align-items-center w-lg-100\">\n                        <div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/ai-generativa-en-comercio-electronico-experiencia-de-compra-personalizada-basada-en-resultados\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/11\/Generative-AI-in-e-commerce-DotCom_Banner_2880X1800.jpg?w=2048&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/11\/Generative-AI-in-e-commerce-DotCom_Banner_2880X1800.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/11\/Generative-AI-in-e-commerce-DotCom_Banner_2880X1800.jpg?w=1024&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/11\/Generative-AI-in-e-commerce-DotCom_Banner_2880X1800.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/11\/Generative-AI-in-e-commerce-DotCom_Banner_2880X1800.jpg?w=1024&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/11\/Generative-AI-in-e-commerce-DotCom_Banner_2880X1800.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/11\/Generative-AI-in-e-commerce-DotCom_Banner_2880X1800.jpg?w=500&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/11\/Generative-AI-in-e-commerce-DotCom_Banner_2880X1800.jpg?w=1000&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/11\/Generative-AI-in-e-commerce-DotCom_Banner_2880X1800.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div>\n                            <div class=\"col-12 col-md-5 col-lg-7\"><\/div>\n                        <div class=\"col-12 col-md-7 col-lg-5\">\n                            <a href=\"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/ai-generativa-en-comercio-electronico-experiencia-de-compra-personalizada-basada-en-resultados\/\" aria-label=\"Comercio electr\u00f3nico 2.0: Compras personalizadas basadas en resultados con IA generativa\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Point of view<\/div>\n                                <h3 class=\"card-title\">Comercio electr\u00f3nico 2.0: Compras personalizadas basadas en resultados con IA generativa<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                     <\/div>\n                    <\/div><div class=\"layout-two-card cards-reversed\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/vendedores-b2b-conozcan-a-su-nuevo-asistente-de-ventas-gen-ai\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/10\/Gen-AI-in-Sales_Web-banner_2880X1800.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/10\/Gen-AI-in-Sales_Web-banner_2880X1800.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/10\/Gen-AI-in-Sales_Web-banner_2880X1800.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/10\/Gen-AI-in-Sales_Web-banner_2880X1800.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/10\/Gen-AI-in-Sales_Web-banner_2880X1800.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/10\/Gen-AI-in-Sales_Web-banner_2880X1800.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/10\/Gen-AI-in-Sales_Web-banner_2880X1800.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/10\/Gen-AI-in-Sales_Web-banner_2880X1800.jpg?w=700&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2024\/10\/Gen-AI-in-Sales_Web-banner_2880X1800.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-md-6 col-lg-4 flex-sm-order-reverse\">\n                            <a href=\"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/imaginar-una-nueva-era-de-atencion-al-cliente-con-la-ia-generativa\/\" aria-label=\"Imaginar una nueva era de atenci\u00f3n al cliente con la IA generativa\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Point of view<\/div>\n                                <h3 class=\"card-title\">Imaginar una nueva era de atenci\u00f3n al cliente con la IA generativa<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/vendedores-b2b-conozcan-a-su-nuevo-asistente-de-ventas-gen-ai\/\" aria-label=\"Vendedores B2B, conozcan a su nuevo asistente de ventas Gen AI\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">Point of view<\/div>\n                                <h3 class=\"card-title\">Vendedores B2B, conozcan a su nuevo asistente de ventas Gen AI<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><\/div>\n                    <\/div><\/div><\/section>","protected":false},"excerpt":{"rendered":"<p>La IA generativa ha cambiado por completo la forma en que los compradores B2B buscan productos y servicios.<\/p>\n","protected":false},"author":440,"featured_media":562856,"template":"","meta":{"cg_dt_proposed_to":[25],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":true,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":551,"primary_term":"Agentic AI","featured_focal_points":""},"tags":[],"research-and-insight-type":[78],"theme":[551],"brand":[],"service":[],"industry":[],"partners":[],"content-group":[],"class_list":["post-562855","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-point-of-view","theme-agentic-ai"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IA Ag\u00e9ntica: Ventaja Competitiva en Comercio B2B | Capgemini<\/title>\n<meta name=\"description\" content=\"Descubre c\u00f3mo la IA ag\u00e9ntica impulsa el comercio B2B, mejorando decisiones, eficiencia operativa y ventaja competitiva sostenible.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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