Written by Sean McPheat | 
AI Sales is gaining traction rapidly, changing how some teams manage lead generation, outreach, and administrative tasks.
But that doesn’t mean salespeople are being replaced. Far from it!
While automation can speed things up, it still can’t match the judgment, trust, or emotional intelligence real conversations need.
This blog looks at where AI Sales fit, where it falls short, and why strong sales training is more important than ever to keep people at the centre of the process, not pushed out by it.
Over the last few years, the use of AI in business has grown rapidly and sales is no exception.
According to McKinsey & Company, 42 percent of companies will be using AI in their sales processes by 2025.
From real time messaging to predictive analytics, AI is already helping sales teams move faster, work smarter and stay ahead of the competition.
AI in sales offers clear benefits. It increases efficiency, removes repetitive admin and frees up sales teams to focus on what actually drives revenue.
Tasks that are ideal for automation include:
Beyond efficiency, AI also gives companies a potential edge. With the right tools, businesses can stay closer to market trends, respond faster to shifts and launch campaigns with more precision.
AI does the heavy lifting too. Chatbots can handle queries, guide buyers through decisions and offer personalised responses at scale. These interactions drive conversions but take serious time when done manually.
The bottom line: AI sales tools are already delivering results. But they still have limits. And that is where human skill makes the difference.
AI in sales is not limited to one type of business. It is now being used across industries where speed, accuracy and customer insight matter most. Such as:
AI supports customer relationship management, predictive analytics and sales automation.
Tasks like proposal generation and follow up are being handled more efficiently.
Even in a people focused sector, AI adds value. From medical devices to pharmaceutical sales, AI forecasting tools help teams focus their time and improve targeting.
Banks, lenders and financial firms are using AI for lead scoring, fraud detection and risk assessment. It improves speed and reduces costly errors.
AI has earned its place in sales.
It works well for admin, data analysis and task automation. But when it comes to real human connection, it still falls short and those gaps can cost you the sale.
AI can process data, run probabilities and deliver instant responses. But it cannot feel. It cannot sense when to shift tone, read a hesitation or offer the empathy needed to win deals.
It also cannot build trust. AI can answer questions and send messages, but it cannot form genuine relationships. Customers are more likely to buy from people they trust, not from code that sounds confident.
Problem solving is another weak spot. When buyers hesitate, it is often emotional. AI cannot understand the full context behind a customer’s doubt or tailor a response that truly connects. That human judgement, the instinct to know when to ask, pause or reassure, is still missing.
Sales is more than product knowledge. It is about reading the room, adapting to each individual and creating value through real conversation.
Think back to your early days in sales. You studied every feature. You knew the offer inside out. But success came when you understood that features alone do not close deals. Connection does. And that is different for every customer.
This is where AI struggles most:
AI cannot fully grasp a customer’s background, pressures or timing. Each sale is different, and understanding the context, along with the customer’s needs, is key to offering the right solution.
Not all customers want the same script. Some need creativity. Others need reassurance or flexibility. Human salespeople recognise and adapt to these cues in real time.
AI cannot read tone, body language or subtle changes in mood. It cannot offer empathy. And in high value or complex sales, emotion matters just as much as logic.
These human qualities make the difference between a response and a real conversation. AI is powerful, but it is not personal. And in sales, that still matters.
There is no substitute for a real conversation with a buyer. Sales success still depends on human strengths – the ability to build trust, create rapport and respond to the customer in the moment. While AI can support the process, it cannot replace the parts that matter most.
Trust is a critical part of any sales interaction. Especially in high value deals, customers want to hear directly from a person why they should choose your business over the competition.
AI can help connect people faster, but it cannot deliver the trust factor. That comes from building relationships, solving problems and responding with empathy.
Trust grows when sales professionals understand customers needs, answer with honesty and create space for two way communication. This is what earns confidence and drives decisions.
AI cannot build rapport. It may deliver fast responses, but it cannot smile, make eye contact or pick up on tone.
Rapport comes from shared understanding. It is built when a salesperson shows they genuinely care about the person they are speaking to.
Some of the human qualities that build rapport include:
These are not things AI can simulate. They are human strengths that make a real difference.
Customers are unlikely to feel connected to a chatbot. But in real sales conversations, relationships are everything.
A trusted relationship can reshape the entire sales process. It leads to enhanced customer loyalty, improves retention and turns satisfied buyers into long term advocates.
Stronger relationships also lead to a deeper understanding of customers needs, a key driver of meaningful interactions and successful sales.
This is how brands grow. Not just through automation, but through people who connect, support and represent them well.
AI cannot read the room. It cannot see facial expressions or hear hesitation in someone’s voice. Human salespeople can.
Being present in the conversation means being able to respond to what is really happening, not just what is being said.
Salespeople with situational awareness can:
In complex or high stakes sales, this ability is essential. AI can support the process, but it still cannot lead it.
It is unrealistic to think AI will not play a role in sales. It already does, and that role is only growing.
The difference is in how you use it. Sales professionals who use AI wisely are already outperforming their competition. The goal is not to replace people but to support them, combining smart technology with human strengths to create better results.
One of the most valuable ways AI supports sales teams is through data.
There is more information available than ever, but without the right tools, it is hard to use. AI helps by processing and analysing that data quickly and accurately.
You can use AI for a variety of critical tasks, including:
Here are just a few ways AI can support your team:
AI can scan the market, analyse your competitors, review past campaign performance and assess your brand’s image. That saves time and sharpens strategy.
AI can help your team focus on the prospects that matter most. By scoring leads based on data patterns, it highlights where time and energy are most likely to pay off.
Sales automation tasks like data entry, CRM updates or scheduling can be handled by AI. That reduces errors and gives your team more time to focus on selling.
Your sales team is most valuable when it is doing what only people can do… building relationships, having real conversations and guiding buyers through complex decisions.
Let AI handle the background work. Free up your team to spend more time with clients, follow up with prospects and manage more interactions that lead to results.
Used well, AI is not a threat to your sales process. It is the tool that helps your people perform at their best.
AI brings huge potential to the sales process. But it only works when people know how to use it.
AI sales software will not deliver results if it sits unused. That is why training your team is just as important as choosing the right tools. Invest time in building the confidence and skills your sales team needs to work alongside AI, not against it.
The goal is not replacement, it is improvement. Sales training should focus on upskilling your team to use AI tools that take care of repetitive tasks and surface useful data.
Give your salespeople the skills to use AI in a way that supports their role, not overwhelms it. With the right training, they can work faster, make better decisions and focus more energy where it counts.
Sales training must evolve with the tools and expectations around it.
It is no longer just about the handshake or the perfect cold email. Training now needs to include hands-on, emotionally intelligent approaches that help people build trust and adapt in real time.
Relationships are still at the heart of sales. The difference is that now, AI can take care of the admin, so your team can focus on what matters most, selling effectively through genuine, human connection..
AI sales are powerful, but people still win deals. To stay competitive, your team needs the selling skills to close them. Sales will always need the human touch, and that means giving your people the tools to thrive in a tech driven environment.
If AI sales are on the rise, your team needs to rise with them. Our selling skills training and in-house programmes help sales teams adapt, stay relevant and close more deals, with or without AI. Not sure where the gaps are? Try our SalesDNA assessment to find out.
Want to learn more? Read our full guide on AI sales tools.
Happy Selling!
Sean
Sean McPheat
Managing Director
MTD Sales Training
Updated on: 17 June, 2025
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