The sales revolution: how AI is fundamentally changing how we work

By Sean Evers, VP of Sales at Pipedrive

The use of Artificial Intelligence (AI) increased by 45% in just one year. The efficiency rate was 30% higher. Training time was cut in half. The sales sector is currently undergoing one of the most profound digital transformations in its history. What was once considered an experimental tool is now indispensable for successful sales teams.

The era of traditional sales, based primarily on personal relationships, is changing. In modern sales, the intelligent use of data-driven processes optimized by AI is increasingly determining business success. By utilizing these tools correctly, small and medium-sized enterprises (SMEs), in particular, can secure significant competitive advantages and do so with fewer resources than their larger competitors.

AI usage grows by 45%

At the beginning of 2024, only 35% of sales professionals actively used AI technologies. Today, 80% of salespeople use AI tools or plan to implement them immediately, an increase of 45% in one year. AI in sales has long ceased to be an optional tool and has become a necessity.

More strategy, less routine

Studies, such as the State of Sales and Marketing (2024) and the AI in Sales Workload Management (2025), both from Pipedrive, show that with the support of AI, sales professionals can dedicate significantly more time to strategic activities. The focus is shifting towards high-value customer interactions and revenue-generating activities, rather than administrative tasks.

Approximately 60% of sales professionals are already delegating routine data entry and administrative tasks to AI systems, leading to a fundamental redistribution of the workload with measurable results.

In the new status quo, AI acts as an assistant, not as a replacement for expertise human intelligence. Repetitive tasks are automated, while people focus on their core competencies: making complex decisions, building relationships, and developing solutions creatively.

SMEs as AI pioneers

Surprisingly, small and medium-sized enterprises are leading the way in implementing AI solutions. Research show that 42% of companies with fewer than ten employees already use AI tools, while only about one in four companies with more than 100 employees has taken this step.

This trend is mainly explained by the greater flexibility and faster decision-making in smaller companies. In SMEs, employees often perform multiple roles simultaneously. It is in this context that AI offers particularly valuable efficiency gains.

Agility is often more important than budgetary strength when introducing new technologies—a factor that now offers small and medium-sized enterprises a significant competitive advantage.

Rethinking sales practices

AI in sales is not a vision of the future; it is already happening today with measurable results. Here are the four most important application areas where AI is demonstrably transforming day-to-day sales:

1. Automatic sales memory: AI systems capture data from customer conversations, emails, and meetings and independently update CRM systems. In practice, this means automatic transcription and extraction of key points from customer conversations, direct integration into the CRM, and suggestions for next steps. Consequently, the time saved by the sales team is significant;

2. The AI lead prospector: A study by Harvard Business Review shows that the use of AI in sales can increase the number of qualified leads by more than 50%. Advanced algorithms analyze customer behavior, social media activity, and previous interactions to identify the most promising leads;

3. Predictive sales strategies: According to Predictions from the management consultancy Gartner, 75% of all B2B sales organizations will expand traditional sales playbooks with AI-driven solutions by 2025. These analytics systems process historical data and market trends to generate accurate forecasts and strategic recommendations; 

4. Efficiency increase: You Current industry data shows that AI increases sales efficiency by an average of one-third, cuts sales development representatives' training time in half, and increases conversion rates by more than 40%.

Engine of economic growth

AI strengthens the performance of sales teams rather than replacing them. A 2023 McKinsey analysis estimates the potential productivity gains from generative AI in sales and marketing at approximately one trillion euros, in addition to the gains already achieved through traditional analytics.

Sales in digital transformation

Companies must address concrete implementation now – a strategic necessity for future competitiveness.

In the future, sales professionals will be evaluated not only on their interpersonal skills but also on their competence in effectively using digital tools.

In conclusion, it can be said that companies that combine human expertise with AI-supported processes will be successful. The ideal time for these investments is now. 

• Sources: All key information mentioned was taken from the State of Sales and Marketing (2024) and the AI in Sales Workload Management (2025), both from Pipedrive.