20/07/2026
AI is changing B2B sales, but human trust still closes the gap.
Today, buyers can use AI to research companies, compare solutions, and shortlist potential partners before speaking with a salesperson.
But when a decision involves real cost or risk, people still want guidance from someone knowledgeable and trustworthy.
After more than 18 years in business development, I see AI as a powerful tool for research, organization, and smarter outreach. But it cannot replace credibility, judgment, empathy, or a meaningful conversation.
The future of sales is not human versus AI.
It is AI-powered research combined with human understanding.
What do you think? Is AI strengthening business relationships, or making outreach feel less personal?