Demystifying AI: The What, Why, and How of Artificial Intelligence

Artificial Intelligence (AI) isn’t just a trend for tech giants; it’s a powerful tool that has been quietly driving growth and innovation for decades. Recently, there’s been a surge in media coverage around AI, much of it focused on Generative AI (GenAI) — a type of AI that can create new content, like text, images, and even music. And while GenAI is an exciting advancement, it’s just one piece of the broader AI landscape.

Understanding AI

AI is the process of using machines to recognize, analyze, and take action on patterns in data, a concept that has been around far longer than you may realize. It encompasses a range of technologies, including machine learning, natural language processing (NLP), and computer vision. While AI is often misunderstood as a futuristic, autonomous entity, it’s actually a set of tools designed to enhance human capabilities — tools that many of us have already been using for years.

Take Optical Character Recognition (OCR), for example. OCR is a form of AI that has been in use since the 1950s. OCR technology allows machines to read and interpret printed text, making it easier to digitize and search through vast amounts of information. This was one of the first widespread applications of AI, and it’s something we continue to rely on today.

Another familiar example is predictive text, a feature that first appeared on mobile phones and later became a staple of smartphones like the iPhone. Predictive text uses AI to anticipate what you’re going to type next, making communication faster and more efficient. This type of AI doesn’t replace human input; it simply makes everyday tasks easier.

The Business Benefits of AI in Sales

One of the significant benefits of AI in sales is enhanced productivity. Just as predictive text saves you time while typing, AI in sales can automate repetitive tasks such as follow-ups, appointment scheduling, and data entry. This automation frees up your sales team to focus on what they do best — building relationships and closing deals.

AI also plays a crucial role in categorization and search functionality, enhancing how businesses manage and retrieve information. With AI, large volumes of data can be automatically categorized, making it easier for sales teams to find the information they need quickly. For example, AI can tag and organize customer interactions, content, documents, or product information, ensuring that relevant information is just a search away. This improved accessibility not only saves time but also empowers sales teams to make informed decisions based on readily available data.

Personalization is another area where AI excels. AI can turn customer data into actionable insights, helping sales teams create tailored approaches that resonate with individual customers. This isn’t something entirely new — marketers have been segmenting audiences and personalizing messages for decades. AI simply makes the process more precise and efficient.

Real-World Applications of AI in B2B Sales

AI in B2B sales has revolutionized how companies approach sales, marketing and customer engagement. Here are some examples of who is leading the charge…

Mondelēz International uses AI-driven sales strategies to enhance revenue growth management by leveraging data from promotions, distributors, and loyalty cards — tools that have been around for decades but are now more powerful thanks to AI.

Coca-Cola’s use of AI in marketing campaigns shows how AI can take personalization to the next level. By employing generative AI and digital twin technology, Coca-Cola maintains hyperlocal relevance and significantly improves engagement. But even before AI, Coca-Cola was pioneering personalized marketing with strategies like its iconic “Share a Coke” campaign.

Overcoming Barriers to AI Adoption

While the benefits of AI are clear, some businesses hesitate to adopt it due to concerns about job displacement and data privacy. These fears are valid and deserve careful consideration. It’s essential to recognize that AI is a tool designed to complement human efforts, not replace them — just as OCR didn’t eliminate the need for human readers, and predictive text hasn’t replaced the need for human writers.

When it comes to data privacy, businesses should work closely with trusted vendors who can provide legal assurance, in writing, that their data is handled securely and only used with active consent. Once it’s established that a software partner is taking the right steps to protect your data and prevent it from being co-mingled with any other entities, there’s no reason not to leverage the transformative benefits of AI technology.

When choosing AI solutions, it’s crucial to focus on factors such as scalability, ease of use, and vendor support. Given the rapid pace of AI advancements, support should extend beyond basic technical assistance. Look for vendors with deep knowledge of risk management frameworks, industry expertise, and overall market familiarity. The right partners will be flexible, prioritize customization, and build solutions on an agnostic foundation — avoiding blind allegiance to any single large language model (LLM) provider. This approach ensures that your AI strategy remains adaptable and aligned with your business needs as the technology evolves.

Steps to Get Started with AI

To start transforming your business with AI, assess your business needs and identify areas where AI can have the most impact. Ensure your data is well-organized and accessible, as this will be the foundation for any AI initiative. Start with pilot projects to test AI’s potential, choose the right tools that align with your goals, and invest in training and support for your team.

Regular monitoring and optimization will ensure that your AI strategies continue to deliver results aligned with your objectives. And if you want to find out more about how AI can impact your business, watch our webinar: The Secrets of Intelligent Sales Reps: AI-Powered Sales Apps.