AI for B2B Companies – Christina Pearl, AI Adoption Specialist, on How to Get Started with AI
In recent years, AI has shifted from seeming “very futuristic” to be part of the roadmaps of most B2B companies looking into 2025.
With its potential to enhance business and product development, AI is now a strategic priority for many organizations, including Sunrise.
Leading this shift at Sunrise is Christina Pearl, whose passion for AI has been inspiring both colleagues and clients to embrace its possibilities ever since she started using ChatGPT in 2022 for optimizing her own day-to-day tasks.
We spoke with Christina about how B2B companies can get started with AI, from initial steps to maximizing its potential.
Start by telling us. What exactly does an AI Adoption Specialist do?
Haha, good question!
As an AI Adoption Specialist at Sunrise, I focus on making sure my colleagues feel confident using AI, guiding them on best practices, and keeping everyone informed about the fast-evolving AI landscape, which can be tricky to keep up with. To help with this, I run sessions named “AI o’ clock” during our Friday morning meetings to ensure we all stay updated and speak the same language.
Externally, I help clients integrate AI into their business. And spending more and more of my professional time doing so.
What initially sparked your interest in AI?
I first dove into ChatGPT back in the winter of 2022 as a way to optimize several of my own processes. And very quickly, I could see just how many possibilities this one tool alone gave me. That made me hungry for more tools. But it also fueled my desire to help my colleagues and partners get started with AI.
How would you describe Sunrise’s approach to working with AI?
At Sunrise, we’ve taken three key steps to make AI a natural part of our day-to-day. First, we’re all in – AI has leadership buy-in, a spot in our budget, and a dedicated role (which I’m proud to lead!). Second, I run a bi-weekly session called AI O’Clock during our Friday morning meetings, where I share global AI updates and internal initiatives to fuel knowledge and spark great discussions. Finally, we use an AI roadmap to guide our projects and client events, keeping us accountable and focused on the big opportunities ahead. There’s a lot to look forward to this coming year!
What are some quick ways B2B companies can benefit from AI right now?
Fundamentally, AI’s biggest benefit is freeing employees from repetitive tasks so they can focus on creating new value. Think of it like this: AI should “do the dishes” so we can focus on more creative work—like developing new products, enhancing customer experiences, or optimizing the supply chain. It’s a win-win: AI not only boosts the bottom line but also supports employee growth and job satisfaction by freeing up resources to do the work we love and are passionate about.
Can you give a few examples of how you’ve helped clients leverage AI?
Sure! For example, we’ve helped several clients automate their sales processes, giving them more time to focus on responding to quality leads. We’ve also created AI-powered video avatars and voices for internal training materials, enabling instant translation into 40 languages with a single click.
Personally, it’s been fascinating to watch the shift over the past few years. Initially, there was a lot of uncertainty and concern about AI taking over tasks, but now there’s a growing understanding that this transformation is both massive and inevitable.
Sounds exciting! So how does a B2B organization even start using AI?
Start by forming a small team of 2-5 people who are excited about AI and can act as ambassadors. Then, get a high-level overview of your current AI readiness: assess your organization’s openness to change, cross-departmental collaboration, and any potential challenges.
Next, identify areas to optimize, beginning with manual tasks in a department receptive to AI. Our experience shows that 2-5 small pilot projects help skeptics and leadership see AI’s value, so start where resistance is low.
We also developed a framework to assess the value of AI initiatives, helping us focus on the most profitable solutions. In fact, we’re working on a step-by-step framework specifically for B2B organizations, from initial assessment to AI implementation, which we’ll share on LinkedIn when it’s ready—stay tuned!
What do you see for B2B companies in 2025 when it comes to AI?
I think we’ll see some B2B companies racing ahead with AI advancements, while others struggle to keep up. The pace of change is staggering—ChatGPT’s latest version is reportedly 100 times faster than the previous one and even tested with an IQ above the average human. Waiting on the sidelines is a big risk, not only for competitiveness but also for attracting talent and delivering a superior product at a better price.
So, my advice to everyone: start small, but for goodness’ sake, start.
