B2B sellers and sales managers are increasingly relying on AI sales tools to meet sales quotas. AI and automation are becoming essential in helping organizations reach their goals by providing valuable information and enabling autonomous actions.

However, the success of AI initiatives depends on thoughtful adoption, connecting business data, and implementing practical use cases. Why? Not all AI tools deliver on their promises.

How can sales integrate AI sales tools?

One of the biggest emerging trends is AI agents in B2B sales. Currently, there is a lot of hype around this topic. But the future potential is real. Companies that recognize this potential and plan will give their sales teams a competitive edge.

If you’re not familiar yet, AI agents are basically programs that are capable of making logical decisions and taking independent actions. It does so by engaging with its environment, data and other influences.

Promoters of AI agents say that benefits include:

• Increased efficiency and time management
• Improved lead generation, sales forecasting and outreach
• Churn prediction
• Enhanced output from data
• Elevated customer experiences

Forbes reports that “82% of organizations plan to integrate AI agents into their business operations within one to three years.”

While these AI sales tools aren’t widespread yet, technology will drive adoption.

As Jessie Johnson writes in Forrester, “…today’s AI assistants are rapidly evolving into tomorrow’s agents, with increasing levels of autonomy and adaptability.”

“Within three years, agentic AI will impact every area of the business for both buyer and seller…,” she adds.

Quality will determine success

Sales managers and sellers who adopt AI sales tools will reap the benefits only if they generate quality results. This is particularly the case for generative AI.

Nearly 70% of sellers say they’ve used generative AI and will continue doing so, SalesFuel found.

But, as Forbes points out, leveraging the data from generative AI is key.

“As long as data is high-​quality and connected, AI algorithms have more to draw from to provide more valuable outputs.”

It’s advised that B2B sales adopt generative AI for use cases that enhance seller effectiveness or reduce effort. Forbes goes on to explain that these use cases can be grouped into two categories:

Generative content: This type works well for email creation and call scripts, tailored to each customer’s preferences.

Generative insights: These use cases are valuable when tailored to business needs, like opportunity highlights or account summaries. Success relies on data, implementation and oversight.

Generative AI is becoming crucial for all businesses, and it’s important to adopt it as its capabilities rapidly improve. McKinsey's Steve Reis advises sales managers and teams to not be afraid of adopting this tool.

“Given the exponential curve with which gen AI capabilities are improving, it’s important to be in the game no matter what the business is,” he notes.

Sales should still contain a human element

The use of AI sales tools is speeding forward, but the human touch is still a vital component of success. Sellers must continue to use emotional intelligence to create meaningful connections with buyers. Relationships, trust and credibility will continue to be the foundation of every sale.

And he advises management to keep the overall focus on people. 

"For every dollar a company spends on technology, it needs to be spending the same, if not more, on the people side."

While these tools offer significant benefits, their success relies on thoughtful integration, quality data and practical use cases. As AI continues to evolve, companies must adopt it wisely while maintaining the human touch that is essential for building lasting relationships. Embracing AI with the right approach will give sales teams a competitive edge and drive future success.

Photo by ThisIsEngineering