Don't expect an AI agent to invent a successful sales process. First, have your human team identify and document what works—effective emails, scripts, and objection handling. Then, train the AI on this proven playbook to execute it flawlessly and at scale. The AI is a scaling tool, not a strategist from day one.

Buyers now use AI to arrive with a full research dossier on your product, pricing, and competitors. This changes the GTM role from persuading customers with clever messaging to enabling their decision-making. The new focus is helping buyers quickly experience your product's value on their own terms.

As buyers increasingly use AI as a research partner, the uniquely human aspects of a brand—trust, relationship, and service—become the most critical competitive advantage. When AI can compare features and pricing, the human experience is what will ultimately sway the decision.

Don't worry if customers know they're talking to an AI. As long as the agent is helpful, provides value, and creates a smooth experience, people don't mind. In many cases, a responsive, value-adding AI is preferable to a slow or mediocre human interaction. The focus should be on quality of service, not on hiding the AI.

Instead of fully automating conversations and risking sounding robotic, use AI to provide real-time suggestions and prompts to a human sales rep. This scales expertise and consistency without sacrificing the human touch needed to close deals.

Beyond booking meetings for high-value deals, AI agents can be empowered to handle the full sales cycle for lower-priced products. They can answer questions, provide discount codes, and conduct follow-up, creating a significant, automated revenue stream with no human sales involvement.

As buyers use AI for initial research, they progress further on their own. To convert them, companies must intentionally inject high-value human elements like personal stories, one-on-one meetings, and community to build trust where AI cannot.

To replace a technical expert in a sales process, an AI's value isn't just its data. It should be prompted to explain concepts through storytelling, visualizations, and 'future scaping.' This shifts the AI from a mere information-dispenser to a persuasive communicator that resonates with a buyer's emotions.

A powerful framework for the human-AI partnership: AI provides the "intellectual capacity" (data, options, research), but the salesperson must serve as the "intellectual activator." Their irreplaceable role is applying strategic judgment and critical thinking to activate the information AI provides.