While many are still unaware or do not apply the use of Artificial Intelligence agents, those who already use them are making the sales cycle much more accurate and faster. For instance, a survey of 2,000 Americans revealed that 65% of them believe that AI knows their consumer habits equal to or better than the people closest to them, and 53% believe that it knows their consumer habits as much as or even more than they themselves do, according to a study commissioned by UserTesting and conducted by OnePoll.
In order for campaigns and offers to be accurate, AI agents are essential, even though, for many companies, especially B2B ones, human interaction is indispensable to close deals. The difference with agents starts with identification; the technology analyzes large volumes of data to identify subtle behaviors of potential buyers. If you are a business owner, imagine having a team member available 24/7 generating leads, qualifying, personalizing approaches, contacting, and assisting in follow-ups.
It all starts with basic automation – the one you probably already know: capturing data to understand if the lead fits the target audience, personalizing approaches with more relevant messages, and scheduling meetings.
But the real differential goes beyond that: using AI to analyze large volumes of data, identify behavior patterns, and prioritize leads with a higher real chance of conversion. This way, the sales team receives the right contacts at the right time – and the human touch 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 to contact each prospect. AI stops being just a specific resource — like personalizing a message — and starts to act directly at the top of the funnel, analyzing interactions, behavioral signals, and qualifying leads through channels like WhatsApp, continuously and intelligently. “The result is a 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, a commercial intelligence platform with AI.
There is much talk about how AI can increase productivity by generating more leads than a human would be capable of. But little is said about its real power: boosting conversion. The issue is not to schedule more meetings — it is to schedule the right meetings, those where the chances of closing a deal are very high,” highlights Arthur Sorelli, who before co-founding Nuvia, worked as Global Head of Marketing at Omnibees, as well as having worked 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 were able to increase the generation of qualified opportunities in the last year.
The executive believes that as more companies adopt AI agents, the performance difference compared to those not using the technology will become increasingly evident. “The use will not be inevitable just because it is a trend of the moment. But rather because the more these agents are used, the smarter and more accurate they become — learning from each interaction, whether successful or not. The results will speak for themselves,” says Arthur.
