Study shows benefit with GenAI for sales

Generative artificial intelligence shows promise for improving sales performance, according to a new study from East Carolina University’s College of Business highlighting the role of AI in transforming sales performance and the critical role leadership plays in its adoption.

“This research positions ECU at the forefront of understanding how AI is reshaping modern sales,” said Dr. Michael Rodriguez, director of the Twilley Academy of Sales Leadership. “It offers practical guidance for organizations seeking to enhance productivity and customer engagement.”

The research, titled “Do Experience and Upper Management Support Matter? An Exploration of GenAI Technology Usage in a Business-to-Business Setting,” by Rodriguez and co-authors, was published in the Journal of Marketing Theory and Practice. The researchers used data from 161 sales professionals at a Fortune 500 B2B firm. The study found that upper management support significantly increases AI usage and that AI use positively impacts sales performance. The results also show that more experienced salespeople are especially responsive to leadership support, though GenAI improves performance across all experience levels.

The findings suggest that organizations must go beyond technology investment and focus on leadership engagement, training and integration of AI into sales processes to realize performance gains.

“As generative AI continues to evolve, its impact on sales will depend not just on adoption, but on how effectively organizations embed it into their culture, leadership practices and day-to-day decision-making,” Rodriguez added.