AI in sales: Laying the foundations for future research

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.