AI in sales examples: 15 proven use cases for reps

Sales reps: Breathe easy. Artificial intelligence isn’t coming for your job.

That said, it is coming for your CRM, calendar, tabs, and workflows to amplify and accelerate your team’s sales prospecting and buyer engagement efforts.

If you’re a B2B seller, it should be clear by now that this new(-ish) era of AI in sales isn’t about replacing you. It’s about upgrading you. Your inbox? Triaged. Your prep? Auto-handled. Your follow-up? Drafted before you finish the call.

This is no longer science fiction. In fact, using AI in sales is becoming the norm at B2B GTM orgs across industries today—from healthcare and life sciences companies, to financial services providers and manufacturing firms—as they can:

• Automate repetitive sales tasks like manual data entry that took up time
• Get instant sales intelligence tied to active opportunities they’re working
• Use summaries of real-time and historical data to augment their selling
• Better recognize buyer intent signals to adjust their outreach accordingly
• Deliver more timely, compelling, and personalized messages to prospects
• Make intelligence, data-driven decisions in minutes (or seconds), not hours

Cutting-edge AI sales tools are already enhancing managers’ sales coaching efforts, allowing marketing teams to craft more high-converting content, empowering enablement specialists to better reinforce messaging with sellers, and helping revenue operations analysts make sense of all these activities.

But at the end of the day, it’s BDRs that must execute. That means taking advantage of AI for sales in their daily efforts is now essential (and expected).

If you’re a rep—new or experienced—who’s curious about how you can best capitalize on the innovative artificial intelligence solutions that go-to-market operations so kindly added to your sales tech stack, you’ve come to the right place.

We pulled together can’t-miss, should’ve-used-this-yesterday, AI-in-sales examples that show exactly how the tech is helping B2B sellers like your close faster, write less, prep quicker, and show up like they’ve been briefed by a team of 10.

Using AI in sales: 15 ways that B2B sellers are winning with the technology

“Rather than replacing human sales professionals, AI is positioned to amplify their capabilities by eliminating the administrative burden that has historically consumed their time,” Forbes Technology Council’s Zornitza Stefanova wrote.

Instead of listening to the (unfounded) noise about artificial intelligence replacing reps outright, lean into AI as a strategic selling partner that can not only help you in your day-to-day, but also give you a path to promotion and career growth.

When it comes to getting going with AI in sales, examples like these around real-life use cases can give you the confidence and clarity to utilize the tech.

1. Lean on real-time deal intelligence tied to buyer activity to spot risks and close faster

You don’t need another dashboard. You need an AI sales agent.

Highspot Nexus, our AI and analytics engine, includes the Deal Agent, which tracks buyer activity across emails, decks, rooms, and meetings and flags what matters today. Think, “They stalled after the pricing doc,” or, “They re-watched the demo”—exactly the kind of signal that tells you where to focus and why.

When you and other sales reps on your staff tap into this kind of hyper-aware deal intelligence, you can all skip the hunches and go straight to what wins.

2. Get instant answers to questions reps have regarding content, products, and deals

When you utilize artificial intelligence for sales, you can avoid Ctrl+F marathons just to find that one insight from the last discovery call or product demo.

Using an AI-powered sales enablement platform like Highspot, which offers context-aware search functionality that uses natural language processing, you can ask questions like, “What’s the difference between X and Y pricing tiers?,” or, “Do we have a digital leave-behind specifically for security and IT teams?”

Our solution gets you what you need in seconds and ensures you and other BDRs only ever access approved, up-to-date content. Ask Highspot for anything, anytime. The only thing it won’t do is make you scroll through 17 outdated decks first.

3. Leverage AI-powered sales technology that auto-surfaces winning plays and content

With AI in your corner, you walk into every meeting with early-, mid-, and late-stage leads with your A+ game locked and loaded. Consider Highspot again.

Our tech AI agents for sales teams are what helps countless selling organizations close deals faster and smarter, as it automatically surfaces relevant collateral and guidance for whatever selling motion you’re running.

It’s like having a rep whisperer who already knows what resonates with buyers and which particular enablement assets give you the competitive edge.

4. Practice with AI sales role play tools to boost confidence in key buyer conversations

Using AI in sales activities, BDRs such as yourself can now rehearse like they’re live, and without needing to block anyone’s calendar to practice.

An AI sales role play tool gives you lifelike scenarios that flex by persona, product, objection, or stage. One minute, you’re fielding a technical hold-up from procurement. The next, you’re navigating a budget freeze with the CFO.

Instant scoring tied to your conversations with AI avatars, like those in Highspot, breaks it all down, so you see what clicks and what flops before it’s game time. Call it dry runs with teeth, tailored for how you sell and who you sell to.

5. Summarize sales calls with machine learning to extract next steps and key objections

You joined the call. You ran the deck. You answered the curveball question. You handled that product-related objection. But … you forgot to write down key highlights from the call that can inform next steps in your sales cycle for the deal.

The good news? Your AI sales tool with machine learning did.

These kinds of solutions listen, learn, and drop you a tidy breakdown minutes after the call ends. That includes top questions, pushback, follow-ups, and—most importantly—what leads care about, as it relates to their B2B buying journey.

It’s not about having a word-for-word transcript. (That’s what legacy sales call recording software is for.) Instead, it’s about having the information and insights that matter on hand and on-demand, minus the timestamps. Skim it once. Take action fast. Your future self and CRM system will thank you later.

6. Customize content fast with automated sales content creation that factors in CRM data

Forget stitching together decks with a dozen open tabs and two versions of the prospect’s company logo. Certain automated sales content creation tools, like Highspot AutoDocs, analyze historical data from your CRM, giving you and other sales reps tailored, branded materials in less time than it takes to microwave lunch.

Customer name? Champion name and job title? Deal value? Sales cycle stage?

They’re all pulled in automatically. Talking points match the stage. Visuals hit the right vertical. Everything aligns (and yes, marketing pre-approved it).

Having an AI tool that factors in sales data from across your GTM ecosystem and feeds it into your enablement tool of choice to generate these assets means you have more time to sell—and don’t have to spend a couple hours just to format PowerPoints that get opened once by buyers and die quietly.

7. Share smarter with AI-personalized digital sales rooms that boost buyer engagement

Digital sales rooms give B2B buyers one clean, unified, branded place to explore materials associated with vendors (read: your organization) on their own time.

In just a few clicks in Highspot, you can construct DSRs that reflect a given lead’s vertical, business model, pain points, use cases, and priorities. That includes hand-picked decks, product overviews, FAQs, and even mutual action plans.

In Highspot, each digital sales room pulls from approved materials only, so you and other members of your sales organization never ‘break the story’ and have guardrails around your prospective-customer engagement efforts.

A bonus: Using Highspot’s AI tools, you can track which buyers are interacting with assets most often, coming back a second time, what collateral they’re clicking, and which content they skip. This makes every follow-up tighter, faster, and more relevant, since you have access to this real-time customer behavior data.

8. Guide meetings better using conversation intelligence surfaced from prior call data

Top-performing reps don’t rely on memory. They rely on patterns in sales data.

More to the point, they use AI technology that is purpose-built for sales teams and gives each rep a consolidated summary of recent meetings with buyers to inform the next would-be-customer interactions (that is, next-best actions).

Conversation intelligence shows what was asked in calls, what messaging and proposals hit the mark, and where talk tracks veered a bit too far off-course.

With Highspot, you can see how objections played out, what topics took over the call, and which parts of the pitch held attention. Think of conversation intelligence as knowing how the last meeting ran so you can show up better for the next.

That’s how you realize your desired level of sales efficiency: how quickly you’re able to advance discussions with target accounts to the finish line.

9. Turn manager feedback into action with AI-assisted skill coaching and next steps

Sales manager feedback hits different when it’s consistent, specific, and tied to what you’re working toward. Skill coaching pairs your inputs—training completions, call recordings, pitch practice—with a skill model built for how you sell.

As it pertains to AI in sales, an artificial intelligence solution with native, AI-powered sales coaching tools shows where you’re ahead, where you’ve plateaued, and what alterations you should make to part of (or your entire) sales cycle so you have more meaningful customer conversations and boost conversions.

With this kind of AI tool at your disposal, your sales team gets clear direction, while sales leaders stay focused on the bigger picture (as they should).

Remember: Sales growth doesn’t happen in a vacuum. It happens through steady inputs and short, targeted reps. This is the rep-driven version of that.

10. Get AI support to strengthen customer relationship management with timely follow-ups

Every call, deck, and touchpoint creates a thread. The hard part is keeping all those threads connected. Well-timed, personalized communications remind buyers you’re around and signal you’re organized, attentive, and one step ahead.

Using generative AI for sales teams, you can craft follow-up emails that basically write themselves based on meeting recaps, email and PDF clicks, open questions, and shared docs. You’ll never have to rely on memory or sticky notes again.

11. Translate complex product specs into prospect-friendly language using AI assistants

Some sales representatives (you?) inherit decks built for engineers, not BDRs. Others are selling across personas with wildly different comfort levels.

Proven AI tools for sales organizations make those awkward moments disappear.

Take a paragraph of tech jargon—“asynchronous data transfer across federated endpoints”—and get a clean version a buyer will actually read. The best AI sales tools modify this language while ensuring the end message ultimately stays accurate and relevant to a given prospect’s wants, needs, and challenges.

This isn’t about dumbing things down. It’s just that making smart content easier to absorb, faster to respond to, and far more likely to earn a second look is what will move the needle with your deal discussions and negotiations.

12. Optimize your sales strategy using AI insights from CRM, email, and engagement tools

With AI technology that analyzes customer data from your CRM, sales engagement platforms, and business and revenue intelligence tools, you can see how leads respond to certain collateral and outreach—and how that impacts revenue growth.

Which specific buyer personas move quickest through the sales funnel? Which content formats close deals faster? Which segments and company sizes love client data testimonials and ROI success stories over technical specs?

Insights like these used to take weeks (if not months) to assemble. Now, they show up in dynamic sales dashboards, real-time Slack alerts, and manager recaps in 1:1s, giving you a better way to plan your next move before the quarter’s up and helping your sales team identify ways to adjust your GTM approach.

13. Tap AI tools to prioritize daily tasks based on pipeline stage and buyer behavior

Your calendar doesn’t know who just opened your deck. Your inbox doesn’t care that your best prospect reads the pricing page at 6 a.m. Highspot does.

Go-to-market teams at B2B orgs like yours use our direct Salesforce integration to route rep time where it counts—across stages, personas, and interest signals—so the first task in their queue isn’t random, but rather the one most likely to matter.

Specifically, the Highspot-Salesforce connection helps sellers connect CRM fields with sales data tied to content views, rep actions, and meeting insights. This gives reps a running start on their day with tasks ranked by buyer intent, deal timing, and past activity instead of a blank screen and a blinking cursor.

That makes every hour a little more targeted, and every win a little closer.

14. Launch the right play at the right time with AI-powered triggers inside your CRM

Timing makes or breaks a deal. Thankfully, sales tools with AI-powered triggers can easily track buyer movement—repeat views, form fills, webinar attendance—and auto-activate high-converting sales plays that match the moment.

You don’t have to remember which play matches which stage. The ideal AI sales tool—like Highspot’s sales enablement solution—meets you at the account, prepped and aligned with the prospect’s last move (and likely next one).

Whether it’s an outbound reheat, a late-stage assist, or a tech validation volley, best-in-class AI technology that syncs with your CRM and other business-critical GTM tools becomes more than a tracker. It becomes a launchpad.

15. Receive alerts to revisit cold prospects when buyers re-engage with past assets

Not all re-opened deals start with a call. Sometimes, it’s a click.

Maybe a lead returned to your pricing slide. Maybe a buyer watched the video demo embedded on your DSR again after three weeks of silence. You get the notification in your CRM and/or comms app, and—just like that—you’re back in the game.

Highspot catches these buying signals—spoken, shared, and shown—and queues you up to re-engage while the timing feels natural. No digging or CRM spelunking required. Just a brief reminder that a quiet deal started making noise again so you can rev up your AI sales prospecting engine and meet leads where they are.

Next steps: Apply these AI-in-sales examples with best-in-class AI software

“The leaders breaking through and realizing value from AI are redesigning how growth happens by integrating AI agents into their workflows,” a trio of McKinsey & Co. senior partners recently explained. But it’s not just agents, of course.

As noted, using AI in sales means taking repetitive tasks off BDRs’ plates, assessing internal customer data and external market trends on behalf of sellers, ID’ing sales funnel issues that decelerate deals, and offering a number of other actionable insights that help not just reps but also other GTM teams.

Whether you want to have savvier sales conversations, see which website visitors turned into MQLs, or leverage predictive analytics to forecast future sales, it’s vital to work with your go-to-market and revenue leadership to:

Step #1: Audit your technology stack to see how it aids (or deters) strong sales performance

Take a 30,000-foot view of your go-to-market tech ecosystem, and ask one question: “Do these tools make selling faster or just louder, easier or more scattered, smarter or simply busier?” This will inform your future sales investments.

If the platforms in question slow reps down, swap out those inefficient solutions for ones that have native AI technology built in (not bolted on) so you and other sellers on your sales team can cut busywork instead of multiplying it.

TL;DR: Start clearing space for tools that actually do the work with you.

Step #2: Coordinate with sales operations to research AI tools that can replace legacy tools

Partner with sales ops to evaluate AI sales tools that can handle tasks ranging from lead scoring to sales forecasting, with sales automation capabilities as well, ideally cutting the noise without forcing a new platform learning curve.

There’s (likely) no need to rip and replace everything.

Just focus on the tools and apps that steal your team’s precious work hours and give back little in return by onboarding AI-powered sales automation systems that streamline workflows and remove needless manual effort entirely.

Step #3: Ensure your team’s AI readiness and maturity is high to make the most of the tech

Your BDRs’ AI maturity level matters as much as the tools you secure. Even the best technologies won’t help if reps skip training or avoid new workflows. To take your sales strategy to new heights, pick tools that not only reinforce winning selling behaviors but also embed them into everyday GTM execution.