Last week, I gave you my wild guess on how AI is changing Finance.

This week, it’s time to focus on Sales. Contrary to last week, I know a bit what I am talking about, as I've worked on Sales for a few years.

And it's a hard job. Sometimes plagued by a lot of back-office work, which doesn't really allow us to spend time listening and building with customers.

That's why Generative AI has so much potential in this field, in 2 ways:

1. Real-Time Content Personalization

We’ve all received generic sales emails—and let's face it, ignored them. Generative AI is enabling sales teams to craft TRULY personalized messages at scale, based on the interaction with a specific customer or consumer.

• What this looks like: Sales professionals can use Generative AI to create tailored emails, proposals, or follow-up messages based on a prospect’s industry, pain points, or recent activity/comms. For example, “Draft an email for a prospect in manufacturing highlighting how our solution reduces operational inefficiencies.”
• Why it matters: Personalized communication drives higher engagement, we know that. Again, by saving some of the manual effort of crafting each message from scratch, we are getting a head start. And in turn spending that time with customers or feeding back to our product teams.

2. Sales Enablement on Demand

Generative AI is also transforming how sales teams access and utilize resources. Need a quick answer during a pitch? Want to refine a proposal? Generative AI provides instant support, on the spot:

• What this looks like: Sales reps can ask AI tools for real-time help, such as, “Summarize our product’s key benefits for a retail client,” or “Create a slide explaining how our service impacts cost savings.” These tools can pull insights, generate materials, and even adjust messaging for specific audiences. Canva for instance has an incredible feature called "Magic Switch", which you can use to turn a pitch deck into a sales email - and many more.
• Why it matters: Generative AI acts like a sales little helper, enabling reps to respond faster, pitch smarter, and deliver materials tailored to the moment. This reduces prep time and allows reps to focus on building closer relationships

Why This Matters to You (Even if You’re Not in Sales)

By helping sales personalize outreach and access enablement resources on demand, AI empowers them to focus on what they do best: building trust and closing deals.

And let’s face it, a stronger sales team benefits everyone in the organization. They have a hard job, but such an important one - building your top-line, so you can keep delivering great products.

Even if you’re not in sales, understanding these possibilities also helps you understand what is possible in customer engagement. And maybe even give you some ideas for your own internal employee engagement...which we will discuss next week.

I'll see you next week.

Hey, I’m Marco. I write, speak, train and advise on #marketing and #ai

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