169992 20260316092629.0 doi 10.1108/JBIM-04-2025-0303 sideral 148510 ART-2026-148510 eng Fehrenbach, David Co-creation in B2B AI sales: buyers’ perspectives from a mixed-method study 2026 Purpose In business-to-business (B2B), artificial intelligence (AI) holds transformative potential but often encounters significant implementation challenges, with many projects failing to deliver value. This study aims to explore the integration of co-creation within the B2B sales funnel as a means to enhance interaction between buyers and sellers. It proposes a framework that enables co-creation in the B2B sales process by fostering iterative collaboration between buyers and suppliers in the context of AI technology. This research explores how buyers perceive such collaboration within the sales process. It examines the factors that drive B2B buyers to engage in co-creation during sales interactions and assesses the extent to which these factors predict buyers’ intention to cocreate. Design/methodology/approach This study uses a sequential mixed-methods design. In the first stage, using a case study approach, the proposed framework was applied in the real-world sales process of a manufacturing start-up. First, in-depth interviews with industrial buyers were analyzed via thematic analysis to identify the key drivers of co-creation. In the second stage, these emergent factors were empirically tested through a quantitative study to assess their predictive power on buyers’ intention to cocreate. Findings The findings highlight three key dimensions that influence buyers’ decisions to engage in co-creation: supplier selection criteria, buyer perceptions of role and readiness and project-specific factors. Buyers’ attitudes and perceptions strongly predict their intention to cocreate, with positive preexisting attitudes, perceived value and willingness to pay driving engagement. Perceived risks, especially technological failure, inhibit co-creation, while traditional supplier-centric criteria, while not entirely irrelevant, are of secondary importance. The empirical results highlight the importance of mindset and value communication in B2B AI sales. Originality/value This study contributes to the understanding of co-creation in B2B sales funnel in the context of AI technology solutions, an area where empirical evidence remains scarce. Unlike traditional supplier-centric models, the study positions buyers as active collaborators, highlighting how attitudes, perceived value and risk perceptions shape their willingness to engage in co-creation. By combining qualitative insights with quantitative validation, this sequential mix methods research offers both theoretical advancement, providing a framework for understanding co-creation in AI-driven B2B sales; and, practical guidance for managers seeking to overcome implementation challenges and foster stronger, value-based buyer–supplier relationships. Access copy available to the general public Unrestricted info:eu-repo/grantAgreement/ES/AEI/PID2024-159398OA-I00 info:eu-repo/grantAgreement/ES/DGA/S54-23R-GENERES Group info:eu-repo/semantics/openAccess by-nc https://creativecommons.org/licenses/by-nc/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Herrando, Carolina Universidad de Zaragoza (orcid)0000-0002-2653-2473 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados (2026), [15 pp.] J. bus. ind. mark. JOURNAL OF BUSINESS & INDUSTRIAL MARKETING 0885-8624 924186 http://zaguan.unizar.es/record/169992/files/texto_completo.pdf Postprint 512998 http://zaguan.unizar.es/record/169992/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:169992 articulos driver 2026-03-16-08:16:25 ARTICLE