The Future of B2B Jobs: Analyzing the Impact of GenAI on Sales Roles and Skills

Anatolii Vyacheslavovich Blazhkovskii, Timur Muratovich Mukayev, Irina Andreevna Bukhtueva and Ekaterina Andreevna Fomicheva
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Anatolii Vyacheslavovich Blazhkovskii: Tver state university, Tver, Russia
Timur Muratovich Mukayev: University of Bristol, Bristol, United Kingdom
Irina Andreevna Bukhtueva: Lomonosov Moscow state university, Moscow, Russia
Ekaterina Andreevna Fomicheva: State university of management, Moscow, Russia

Russian Foreign Economic Journal, 2026, issue 02, 16-28

Abstract: This article examines the impact of GenAI on the transformation of labour activities in B2B sales. It analyzes shift s in professional roles, business process structures, and qualification requirements amid ongoing digitalization. Particular attention is given to the development of new competencies, including digital literacy, interaction with AI tools, and strategic thinking. The theoretical section explores emerging professional specializations related to the implementation and maintenance of intelligent systems. The practical section presents an experiment in which two respondent groups performed typical B2B sales tasks – one using GenAI and the other without it. The results demonstrate a reduction in task completion time from 32 to 18 minutes, along with improvements in content quality and personalization. The study concludes that hybrid human–machine collaboration models should be developed to enhance not only operational efficiency but also sustainable competitive advantage in the B2B sector.

Keywords: GenAI; B2B sales; digital competencies; profession transformation; human-AI interaction; competitive advantage; labor market (search for similar items in EconPapers)
JEL-codes: L81 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:alq:rufejo:rfej_2026_02_16-28

DOI: 10.64545/2072-8042-2026-2-16-28

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