An Essay on the Evolving Role of B2B Salespeople in the Age of Artificial Intelligence: Challenges and Opportunities.

The integration of Artificial Intelligence in B2B sales is transforming processes, enhancing customer experiences, and reshaping sales roles. This essay examines AI’s impact, highlighting its benefits in efficiency, automation, and data-driven decision-making while addressing challenges such as cultural resistance and skill development. A conceptual model outlines key dimensions of AI-driven sales transformation. The study concludes that the future lies in a "Hybrid Model", where AI and human expertise coexist for innovation and competitive advantage. This essay can serve as a basis for future studies by proposing the conceptual model and suggesting empirical approaches to assess the impacts of AI on salespeople's performance. DOI: https://doi.org/10.54663/2182-9306.2026.SpecialIssueOMS.33-46