While many still are unaware of 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. To give an idea, a survey conducted with 2,000 Americans showed that 65% of them believe that AI knows their consumption habits as well as or better than their closest people, and 53% believe it knows their consumption habits as much as or even more than themselves, according to a study commissioned by UserTesting and conducted by OnePoll.
For campaigns and offers to be successful, AI agents are essential, although for many companies, especially B2B, the human at the end is indispensable to close the deal. The difference between the agents starts right at the identification; the technology analyzes large volumes of data to identify even the slightest behaviors of potential buyers. If you are a business owner, imagine having an employee available 24/7 generating leads, qualifying, personalizing approaches, contacting, and assisting with follow-up.
Everything starts with basic automation — the one you probably already know: capturing data to understand if the lead is within the target audience, personalizing approaches with more relevant messages, and scheduling meetings.
But the true differentiator goes beyond that: using AI to analyze large volumes of data, identify behavior patterns, and prioritize leads with the highest real chance of conversion. Thus, the sales team receives the right contacts at the right time — and the human at the front 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 ceases to be just a one-time resource—like customizing a message—and begins to act directly at the top of the funnel, analyzing interactions, behavioral signals, and qualifying leads through channels like WhatsApp, in a continuous and intelligent manner. "The result is a prospecting process that is increasingly less intuitive and more efficient. It is about connecting the purchase journey to the company's revenue goals," says Arthur Sorelli, CMO of Nuvia, an AI-powered sales intelligence platform.
Much is said about how AI can increase productivity by generating more leads than a human would be capable of. Little is discussed about its true power: driving 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," emphasizes Arthur Sorelli, who before co-founding Nuvia, served as Global Head of Marketing at Omnibees, in addition to stints at Unilever, LATAM Airlines, Rakuten, among others.
Currently, according to a McKinsey study, by the beginning of 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 past 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 accurate they become — learning from each interaction, whether successful or not. The results will speak for themselves," says Arthur.
