AI in sales: Laying the foundations for future research

Colleen Mcclure, Rhett Epler, Laurianne Schmitt and Deva Rangarajan
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Colleen Mcclure: The University of Alabama
Rhett Epler: Old Dominion University, Strome College of Business
Laurianne Schmitt: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique
Deva Rangarajan: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: Artificial intelligence (AI) tools have seen widespread adoption in the sales function. However, the pace of adoption means that sales researchers are often several steps behind the business world. A way to alleviate some of these concerns is to provide a practical, yet up-to-date understanding of AI in sales. Thus, the purpose of this manuscript is to clarify what AI is, the role of AI in sales, and its implications for multiple stakeholders in the sales organization (i.e. salespeople, sales managers, organizations, and customers). To achieve this objective, the authors provide an up-to-date examination of business practices that are interwoven with practitioner and academic literature. Next, based upon exploratory interviews with eighteen practitioners, the authors discuss challenges and opportunities that can arise due to AI adoption. Finally, the authors provide directions for future exploration of AI in the sales domain.

Keywords: Artificial intelligence; sales process; sales function; sales managers; organizations; customers (search for similar items in EconPapers)
Date: 2024-04-17
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Published in Journal of Personal Selling and Sales Management, 2024, 44 (2), pp.108-127. ⟨10.1080/08853134.2024.2329905⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04835906

DOI: 10.1080/08853134.2024.2329905

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