Rodriguez co-writes new book on AI and sales  

Published Mar 17, 2026 by
Filed under: Faculty and Staff News, Twilley Academy of Sales Leadership News
Book cover of “Selling with Gen AI” written in large font around the outline of a head with glowing dots and lines attaching those dots inside the head. “Practical Insights for Each Role and Every Stage” is written below the head with the authors names below that, “Dr. Michael Rodriguez, Dr. Stefanie Boyer.”
Dr. Michael Rodriguez’s new book aims to empower sales professionals with the ability to utilize AI in their day-to-day processes. 

Artificial intelligence is changing the world – including sales. To help sellers stay on the forefront of technology and to use AI in innovative ways, Dr. Michael Rodriguez has teamed up with a colleague to write a new book, “Selling with GenAI.” Rodriguez is the director of the College of Business’s Twilley Academy for Sales Leadership and feels this is a timely and practical book that will equip sales professionals, leaders and students with the ability to use generative AI successfully. 

 
“Artificial intelligence is no longer on the horizon of sales work – it is embedded in it,” Rodriguez said. “The advantage now belongs to those who understand how to use it well.” 
 
According to Rodriguez, “Selling with GenAI” offers a grounded, real-world guide to applying generative AI across sales roles and every stage of the sales process. Rather than chasing rapidly changing tools, the book focuses on helping sellers, managers and organizations make stronger decisions with AI. 
 
Rodriguez cowrote the book with Dr. Stefanie Boyer of Bryant University, near Boston. Rodriguez said that the book bridges academic insight with frontline practice. He said it demonstrates how AI can support prospecting, account research, discovery, customer conversations, sales coaching, performance feedback, forecasting, pipeline management, customer success and long-term value creation. Both Rodriguez and Boyer emphasize that AI should strengthen – not replace – the human judgment, ethics and trust that define effective selling. 
 
“This is not a book about automating sales,” Rodriguez said. “It is a book about strengthening how people sell. AI is a powerful tool, but it must be applied thoughtfully. Sellers who learn to integrate AI with judgment and integrity will create lasting competitive advantage.” 
 
With that in mind, Rodriguez said this book is designed for sales professionals who want to work smarter without losing credibility, sales managers responsible for coaching and performance as well as students preparing for careers in sales and faculty teaching modern sales practices. Rodriguez adds that leaders in organizations that want to adopt AI strategically rather than reactively would benefit as well. 
 
“The College of Business is committed to preparing students for the future of work,” said Dr. Mike Harris, dean of the College of Business. “‘Selling with GenAI’ reflects our leadership in sales education and our commitment to equipping professionals with practical, forward-thinking skills.” 
 
As generative AI reshapes business functions globally, Rodriguez said “Selling with GenAI” positions ECU at the forefront of sales innovation by demonstrating how technology and human capability can advance together.