UK business leaders to boost tech investments by 23% next year

New research from Seismic reveals that business leaders in the United Kingdom are planning significant increases in their technology investments, driven primarily by advancements in artificial intelligence (AI). The study surveyed over 400 full-time managers and senior leaders in roles spanning sales, marketing, enablement, and customer success. The findings indicate that UK Go-To-Market (GTM) leaders expect their tech stack budgets to rise by 23% within the next year.

A substantial 91% of surveyed GTM leaders cited AI as a critical factor influencing their decisions to escalate tech investments. The data further revealed that 87% of respondents foresee an average 27% rise in revenue over the next five years, largely credited to the increased integration of AI within their GTM strategies.

Paige O'Neill, Chief Marketing Officer at Seismic, highlighted the growing importance and influence of GTM enablement teams within organisations. "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," she said. O'Neill added that businesses failing to adopt enablement technology to enhance their buying cycles and meet customer expectations risk falling behind.

The majority of GTM leaders (75%) agreed that AI literacy is essential and will transform their industry within the next five years. These leaders are already focused on building AI competency across their teams, with 97% acknowledging the need to acquire new skills to keep pace with AI advancements. Notably, 72% have implemented AI-focused training programs for existing employees, and 68% offer such training to new hires.

The study also identified a number of barriers to adopting AI-powered solutions. Financial constraints were noted by 49% of respondents as a significant hurdle. Generational leadership differences were another challenge, with 61% stating that these differences make it difficult to secure buy-in for new technologies. Additionally, 66% reported that the term "AI" carries a stigma, resulting in 48% avoiding the term in official communications despite using AI solutions.

Despite these obstacles, there is considerable optimism about the future of AI in the workplace. A significant 92% of respondents anticipate increased acceptance of AI across all generations within the next five years. Among younger leaders, the push for new technology adoption is particularly strong, with 93% of Generation Z GTM leaders advocating for it within their companies, compared to 66% of Generation X leaders.

Romain Brun, Director of Business Operations at CybelAngel, emphasised the strategic value of AI for enablement professionals. "AI decreases time on tactical and time-consuming tasks for enablement professionals to focus more on being strategic partners for the business," he said. Brun also noted that the evolving landscape of enablement technology is now seen as a comprehensive and strategic driver for results across organisations.