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The Impact of Generative AI on Marketing and Sales Strategy

AI and machine learning (ML) technologies are transforming the marketing and sales sector, with generative AI (gen AI) leading the charge. Gen AI is increasingly adopted by sales-tech players due to its innovative capabilities. As businesses operate in an increasingly digital-first world, these technologies have become essential tools. This is prompting businesses to reconsider their operations, customer connections, and services.

Gen AI is expected to disrupt how both B2B and B2C businesses approach customer experience, productivity, and growth. Around 20% of current sales-team functions could potentially be automated thanks to these advancements.

Customer engagement models are evolving as they demand everything, everywhere, all the time. The trend is leaning towards online ordering and reordering. The most successful companies, those increasing their market share by at least 10 percent annually, tend to use advanced sales technology, build hybrid sales teams, and offer hyper-personalized services.

AI technology is becoming easier and less expensive to implement while offering an increasing complexity and speed that outpaces human capacity. Venture capital investment in AI has grown 13-fold over the last decade, leading to a surge in usable data and accessible technology.

Gen AI differs from traditional AI in its adaptability to a wide variety of downstream tasks, including content generation. Traditional AI, on the other hand, needs human supervision and specific data for each new task. Gen AI marks a significant shift in power, sophistication, and utility in artificial intelligence.

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