Future implications of AI-powered sales automation on customer satisfaction compared to traditional sales methods in the B2B sector

Abstract

This paper examines the impact of artificial intelligence (AI) on the sales process, particularly in the business-to-business (B2B) sector. It explores the various ways in which AI is transforming sales across various steps of the sales funnel fueled by adoption of new or improved models and checks the viability of each technology within a sales environment. Lead-generation and other aspects such as content personalization or features within sales-interactions are highlighted. A comprehensive review of existing literature is gathered and contrasted with qualitative insights gathered from six semi-structured interviews with experts in AI, sales, and ethics. Further implications on customer satisfaction are discussed. The findings reveal that AI is highly likely to revolutionize the sales landscape by automating repetitive tasks, enhancing efficiency, and enabling more personalized customer interactions. AIpowered tools like chatbots and voicebots are becoming increasingly sophisticated, while machine learning algorithms are improving traditional analysis methods and forecasts including lead-scoring and customer churn prediction. Great advantages can be noted when employing AI tools, however, the adoption of AI in sales also presents challenges, including customer perception and trust issues, ethical considerations, and the need for human oversight. While several tasks are bound to be automated, human interactions are likely to still reign supreme over AI-fueled interaction underlining the need for emotional approaches and tailor-made solutions for customers which can differ greatly from one-another. The study concludes that the future of AI in sales lies in a collaborative approach, where AI augments human capabilities rather than replacing them entirely. By strategically integrating AI tools and prioritizing transparency and ethical considerations, businesses can harness the power of AI to drive sales growth, enhance customer experiences, and achieve long-term success within an evolving sales landscape while harnessing the historical trust gathered through long-standing relationships between sales personal and inidividual customers.

Date of Award	2024
Original language	English
Supervisor	Valerija Muravjova (Supervisor)