Artificial intelligence in sales is on the rise—and it’s easy to see why:
- Today’s sales and revenue leaders at mid-sized and enterprise companies alike are tasked with hitting ambitious growth targets amid tightening budgets and rising buyer expectations.
- Their account and business development representatives spend the bulk of their days on busywork—notably, joining meetings, sending follow-ups, navigating endless stacks of content.
- By ‘blending’ artificial intelligence in sales processes effectively, these go-to-market (GTM) leaders can optimize their sales strategies and empower sales reps to deepen customer relationships.
Despite the high (and growing) number of sales and revenue leaders to embrace AI in sales, though, improved sales performance remains elusive.
Look at any B2B go-to-market team today, and you’ll see much of the same:
- Sellers are overwhelmed, barely finding time to analyze and engage their pipeline.
- Managers are stretched thin, pulled between big-picture planning and coaching.
- Marketing and enablement efforts feel disconnected from revenue outcomes.
This is the reality many enterprise sales departments—likely even yours—face today.
Now, picture this:
- Your sales representatives begin each day armed with personalized selling insights tailored to their pipeline, progress, and role, empowering them to do more of what works at scale and fix what doesn’t.
- An AI-powered sales assistant provides just-in-time guidance to every rep, based on each of their latest selling activities, ensuring they have the precise messaging and materials to move deals forward.
- Your sales managers leverage real-time, data-driven coaching suggestions to support their teams, reinforcing winning behaviors, eliminating bad ones, and steadily improving rep performance.
- Enablement and marketing teams know exactly which content and initiatives drive the desired outcomes, helping them scale successful strategies across the organization with confidence and precision.
This vision isn’t just aspirational.
It’s something your go-to-market function can realize with next-generation sales enablement technology that has purpose-built AI capabilities for each GTM team member.
Highspot’s State of Sales Enablement Report 2025 found companies that use such a solution experience a 24% increase in rep quota attainment and a 22% boost in average deal size.
So, the question isn’t whether artificial intelligence in sales will reshape your GTM success. Rather, it’s, “Are you prepared to leverage AI to truly elevate your go-to-market strategy?”
Why artificial intelligence in sales (and other GTM teams) is on the rise
The use of AI in sales is increasing because recent market trends have shown the emerging technology can effectively utilize structured and unstructured historical sales data to enhance sales organizations’ efforts to connect with and convert leads and prevent each sales team member from having to tackle repetitive tasks:
- Conversational intelligence can analyze sales calls and other buyer engagement data to learn how reps can improve their cadence and pitches when speaking with leads.
- Some AI sales tools with machine learning can use lead scoring and sales intelligence to predict customer behavior, enabling reps to improve the customer experience.
- Natural language processing (NLP) technology can help give sales reps actionable insights into what content to share with prospects and which assets influence deals.
It’s certainly now clear that AI in sales can completely transform for the better—even if that means taking away some sales tasks from reps and account executives.
“Artificial intelligence is going to make a better sales world that is less reliant on humans, but that isn’t a bad thing,” sales expert Max Greenwald recently wrote for Inc. Magazine.
And he’s right.
The tasks that do remain on BDRs’ and AEs’ plates, though, can be dramatically improved with artificial intelligence. Here are some notable AI-for-sales examples and use cases.
Sales reps can improve customer interactions
Best-in-class go-to-market tools offer AI sales role play for reps
This puts reps in realistic scenarios they may encounter with leads, helping them build confidence with their talk tracks, objection-handling, and buyer conversations and enabling them to better master your particular sales methodology, whether it’s SPIN, MEDDIC, Challenger, or another popular framework.
“Whether they’re learning new messaging or adapting to a new persona, AI role play helps reps build the muscle memory they need before a live call,” Highspot’s 5 Ways to Help Sellers Win with AI Role Play guide notes, adding that the technology helps reps “prepare for imminent challenges.”
Continually ingesting and analyzing data from your reps’ sales calls only makes the AI -powered role play functionality in your AI sales tools more impactful for your reps.
Sales leaders can scale rep coaching programs
Putting sales tools with generative AI and machine learning in the hands of sales leaders means you can put some (if not most) of their sales coaching for reps on (relative) autopilot.
Some AI tools provide managers with real-time visibility into recent rep conversations, enabling them to see what their sellers say, show, and send prospects, then share guided feedback leveraging AI to help them improve their pitches.
Highspot, in particular, offers automated feedback on reps’ tone, clarity, and pacing.
With our AI sales coaching solution, managers no longer need to listen to dozens (or hundreds) of recent calls to identify areas for improvement and offer rep-specific recommendations. Highspot’s AI can handle this previously labor-intensive task for them (most of the time, at least).
“Sales coaching is experiencing a transformation thanks to AI,” Highspot’s Ultimate Guide to Coaching for Revenue Teams explained. “Look for every opportunity to streamline your coaching and feedback with AI and automation—from AI-generated meeting feedback to automated assessments.”
Revenue leaders can better forecast future sales
Your revenue leaders can rely on a mix of market trends and competitor data in your business and sales intelligence tools, along with insights from AI-powered sales forecasting platforms, to conduct more accurate predictive analysis tied to team performance.
In turn, your Chief Revenue Officer and revenue operations leaders can improve their data-driven decision-making with sales funnel assessment and anticipating future sales.
“By pairing the right combination of tools, RevOps and Sales Enablement teams can work together to set their teams up for success—driving consistent performance while spending less money on wasted tools,” per Highspot’s The Essential Revenue Tech Stack eBook.
Artificial intelligence in sales: 3 examples of AI in action
The value of cutting-edge AI tools that provide predictive analytics, evaluate customer interactions, and pinpoint sales process problems is evident.
However, we also know it’s equally valuable to see the best AI sales tools in action to help sales leaders like you envision implementation on your own team.
With that, we’ve compiled examples of enterprise companies making the most of AI for sales—and, in adopting the tech, modernizing their sales organizations’ infrastructure.
1) Visa: Leveraging AI tools to offer coaching to reps, saving sales managers time
Running Visa University, which helps Visa employees across departments learn all about the digital payment leader’s products and services and how to best help its customers, is tough for Visa Global Head of Sales Training Niyati Parikh.
Training sales reps, in particular, can be time-consuming.
Enter Highspot’s AI-driven sales coaching capabilities, which have helped Visa’s sales managers scale seller education with automated insights tailored for and delivered to each rep via AI role plays.
“We’ve seen really great results when using AI to give sellers a practice environment,” said Visa Global Head of Sales Training Niyati Parikh. “I’ve been able to watch people practice live and see, over the course of 30 minutes, how they’ve enhanced, refined, and felt more confident about their pitches.”
Since onboarding Highspot, sales feedback loops are tighter and more effective, and sellers have more confidence and are more engaged (17% increase compared to before onboarding Highspot), Parikh said.
2) Qualtrics: Streamlining the selling process by incorporating AI for sales
In the midst of overhauling its entire sales process, experience management software provider Qualtrics recognized a need to infuse AI in enablement to level-up rep and field seller productivity and better achieve key metrics tied to sales and marketing campaigns.
Helping to lead the charge using AI for sales, Qualtrics Global Head of GTM Training and Enablement Betsy McCormick asked, “How can we stop our teams from doing core content creation, have AI build the bones, and then leverage our expertise to make it next-level?”
The answer includes using sales AI tools that streamline and strengthen sales teams’ work and lead to more impactful sales operations that influence revenue growth.
Given Qualtrics has a global sales force, onboarding scalable AI tech that made it easy for reps and partner sellers to quickly find content for customer engagement was a must.
In this respect, Highspot checked all the boxes.
Now, Qualtrics sellers can automate repetitive tasks, send personalized messages to high-value prospects, and get sales funnel insights leveraging our purpose-built sales AI tools.
3) Acosta Group: Establishing an AI-focused customer engagement effort
Starting its enablement program from scratch, retail and food-service solutions provider Acosta Group decided utilizing artificial intelligence for sales efficiency and tracking marketing content effectiveness would ultimately help its entire GTM team better contribute to revenue growth.
Once its enablement function was live, Acosta leadership turned its attention to the sales AI space to see what software could seamlessly sync with its CRM and other existing sales technologies and enable more intelligent content governance and pipeline engagement.
Specifically, the company wanted to empower its sellers to react in real-time to changing customer behavior by sending leads bespoke, personalized collateral across the sales cycle.
Utilizing proven AI tools like Highspot has helped Acosta’s sales team curate buying experiences using features like AutoDocs and Digital Sales Rooms.
What’s more, Highspot Copilot acts as an AI sales assistant, providing answers to reps’ questions and guiding next-best actions in their sales strategies.
“We have all the AI features available in Highspot right now turned on for our users,” said Acosta Group VP of Sales Enablement Paul Wright. “I’m a firm believer in letting AI do the things it can do so that I can do the things it can’t.”
The future of AI in sales: What’s next?
“While AI-driven sales solutions promise efficiency, many fall short due to rigid workflows, outdated insights, and disconnected data sources,” AI and data science market research firm AIM Research recently wrote regarding the future of AI for B2B sales teams.
“That leads sales teams to be left with more noise than value, making meaningful engagement nearly impossible,” AIM continued.
The good news is AI sales technology leaders are distinguishing themselves from laggards.
This makes it easy for your CRO, VP of Sales, and other C-level GTM leaders to ensure the addition of any AI innovations in sales improves processes and leads to tangible results.
By onboarding a sales enablement platform, syncing historical customer data with it (and across the rest of your go-to-market tech stack), and leveraging that data to inform your GTM efforts, this is what you can expect the future of AI sales to look like at your business:
More intelligent customer relationship management
The use cases are expanding, as B2B business needs emerge and evolve
That said, as of today, the use of artificial intelligence in sales (and marketing) provides:
- Predictive customer insights that pinpoint the best time for buyer outreach
- Personalized content recommendations, based on real-time buyer behaviors
- Automated follow-ups tailored to each customer’s specific interactions
- Instant answers that suggest timely responses to buyers’ questions
- Advanced sales forecasting using more accurate pipeline predictions
- Just-in-time sales guidance for reps using custom search prompts
With AI-driven, actionable insights, specifically, your sales reps can proactively connect with buyers at critical moments, taking the guesswork out of customer engagement.
Instead of simply reacting to customer signals, your sales team can use predictive analytics to shape conversations, increase customer satisfaction, and close more deals.
Given your sales function has enough on its plate trying to attain quotas, automating routine tasks like these can give them the bandwidth to boost sales engagement and conversion.
More improvements to conversation intelligence
Advancements in conversational intelligence are empowering B2B sales professionals to sharpen their interpersonal skills.
For example, the enhanced dialogue analytics in Highspot (tied to sales call data) can pinpoint nuanced buyer sentiments. This enables sellers to deliver personalized follow-ups.
Ongoing innovation by AI technology leaders in NLP also empowers sales representatives, managers, and leaders alike to gain deeper comprehension of customer intentions. This, in turn, better equips reps to align deal discussions precisely with prospect expectations.
Highspot continues to evolve and advance our sales artificial intelligence capabilities to ensure data-tied sales calls can aid managers and reps in their respective day-to-day.
“Conversational intelligence allows for optimized rep performance and better coaching, which, in turn, gives sellers the power to increase win rates and expand revenue growth,” according to Highspot’s 3 Keys to a Successful Product Launch Strategy guide.
More generative and agentic AI use cases for GTM
Your sales representatives certainly benefit a great deal from emerging AI tools. But don’t forget your marketing and enablement teams affect your overall sales performance too.
New AI tools will continue to enter the market every month (if not every week).
That makes it vital to routinely review the return on investment your go-to-market software provides and, for solutions failing to provide value, upgrade those platforms to streamline workflows, eliminate inefficiencies, and enable a better customer experience.
“The teams winning today aren’t rushing to deploy,” Highspot’s GTM Performance Gap Report noted. “They’re choosing informed AI that delivers the right insights, context, and expertise—AI that’s embedded in their GTM motion. Because in a noisy market, it’s not the loudest tools that win, it’s the smartest.”
The future of AI for sales enablement lies in agentic AI solutions that offer AI sales agents that can assist all GTM teams. If you’re tech stack is missing such a solution, that means your go-to-market teams can’t easily or capably:
- Deliver trusted, role-specific insights and surface next-best actions quickly, like when to schedule a call or send a follow-up email to certain prospects
- Uncover opportunity-specific insights tied to each buyer, stage, and motion and recommend real-time recommendations for your sales representatives, specifically
- Know which sales collateral works based on asset engagement, including granular data tied to which sales-pitch slides stakeholders at key accounts view most
- Get foundational visibility into your sales professionals’ content adoption, usage, and engagement to understand what’s landing and how it ties to business outcomes
- Accelerate your sales reps’ development by utilizing automated, AI-powered sales tools that offer personalized feedback on practice videos and training submissions
Put another way?
Your GTM tech stack needs an AI-powered extension of your team that is built to unlock the potential of your people and turn every signal into actions that drive performance.