Not using AI agents will get you out of the sales game soon

While many are still unaware of or do not apply the use of Artificial Intelligence agents, those who already use them are making the sales cycle much more precise and faster. To provide some context, a survey of 2,000 Americans indicated that 65% of them believe that AI knows their consumption habits as well as or better than their closest people, and 53% believe that it knows their consumption habits as much as or even more than they themselves do, according to a study commissioned by UserTesting and conducted by OnePoll.

For campaigns and offers to be accurate, AI agents are essential, even though, for many companies, especially B2B, the human at the end is indispensable for closing deals. The difference with AI agents begins at the identification stage: the technology analyzes large volumes of data to identify subtle behaviors of potential buyers. If you are a business owner, imagine having an employee available 24/7 generating leads, qualifying them, personalizing approaches, making contact, and assisting with follow-up. 

It all starts with basic automation—the kind you are probably already familiar with: capturing data to understand if a lead fits within the target audience, personalizing approaches with more relevant messages, and scheduling meetings.

However, the true differentiator goes beyond that: using AI to analyze large volumes of data, identify behavioral patterns, and prioritize leads with the highest real chance of conversion. This way, the sales team receives the right contacts at the right time—and the human at the end can focus on what they do best: closing deals.

In this new scenario, the sales team already accesses enriched databases to identify even the ideal timing for contacting each prospect. AI ceases to be just a specific tool—such as personalizing a message—and starts acting directly at the top of the funnel, analyzing interactions, behavioral signals, and qualifying leads via channels like WhatsApp, continuously and intelligently. “The result is prospecting that is increasingly less intuitive and more efficient. It's about connecting the buying journey to the company's revenue objectives,” says Arthur Sorelli, CMO of Nuvia, an AI-powered commercial intelligence platform.

There is much talk about how AI can increase productivity by generating more leads than a human could. But little is discussed about its real power: boosting conversion. The issue is not scheduling more meetings—it's scheduling the right meetings, those where the chance of closing a deal is very high,” highlights Arthur Sorelli, who before co-founding Nuvia, served as Global Head of Marketing at Omnibees, in addition to roles at Unilever, LATAM Airlines, Rakuten, among others.

Currently, according to a McKinsey study, by early 2025, 72% of global B2B companies had already adopted at least one sales automation tool. In Brazil, a survey by RD Station shows that 58% of businesses that invested in marketing and sales automation managed to increase the generation of qualified opportunities in the last year.

The executive believes that as more companies adopt AI agents, the performance gap compared to those that do not use the technology will become increasingly evident. “The use will not be inevitable just because it is a current trend. But rather because the more these agents are used, the smarter and more precise they become—learning from every interaction, whether successful or not. The results will speak for themselves,” says Arthur.