Despite surge in AI adoption, sales teams say the tech is failing them

Although workplace adoption of artificial intelligence tools is accelerating, only 28% of sales and revenue leaders say it improves revenue-driving sales performance, according to a Sept. 9 report from Highspot, an AI-based platform for go-to-market performance.

In particular, organizations that lack the systems to turn insight to action — dubbed “AI Leapers” — appear to have widespread breakdowns in execution, effectiveness and alignment, the report found.

“Our new research reveals how organizations are stuck between strategy and execution when it comes to AI and sales enablement,” Robert Wahbe, CEO of Highspot, said in a statement. “These ambitious ‘AI Leapers’ have invested in AI tools but lack the systems to act with precision. The truth is AI only works when it’s aligned with people, process and performance.”

In a survey of 463 senior sales and revenue leaders in the U.S., Europe, and Asia Pacific, 96% reported strain from shifting priorities and stalled deals. In addition, 80% said they faced burnout, stress or attrition among their teams. However, fewer than 1 in 4 companies said they’re investing in systems to help. 

AI system usage at work is increasingly common. Nearly 7 in 10 companies use AI for work-related purposes, according to an OwlLabs survey of knowledge workers. About a quarter of workers said their employers are strongly supportive and supply tools and training.

However, amid workplace efforts to integrate AI, about 1 in 5 workers say they feel pressured to use it in situations they’re unsure about, and 1 in 6 say they sometimes pretend to use AI, according to a survey from Howdy.com. HR teams can reduce the pressure by helping workers build AI fluency and skills, as well as create tailored career pathways.

In addition, among U.S. desk workers who use AI at work, only 1 in 5 say their employer actively monitors their AI use, according to a report by business advisory firm EisnerAmper. Employers have an opportunity to establish a comprehensive AI strategy, communicate it to teams and offer training on how to integrate AI responsibly and effectively, an EisnerAmper leader said.