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Sales is about time with the customer. Everything that eats into it, such as entering data, following up emails and writing reports, is a candidate for AI. Here are five applications that sales teams use today, with an example tool where relevant.
Taking routine work off your hands
AI can put data from emails and conversations into your CRM, prepare follow-up emails and sort leads. That leaves more time for talking to customers.
Many CRM packages already have this built in. Salesforce , for example, has AI features including lead scoring. If you use a different CRM, check what it already offers before you buy another tool.
Analysing sales calls
Gong records calls, transcribes them and analyses them. It flags coaching moments, risks in open deals and signals from the buyer.
Recording and analysing calls falls under data protection law (GDPR). Tell the customer and write down why you are doing it.
Predicting where to spend your time
Based on past deals, an AI can estimate which leads and quotes are most likely to close. That only works well if your CRM data is in order. If it is full of gaps or duplicates, the score is worth little.
Clari focuses on this kind of forecasting for sales teams. In August 2025 the company announced a merger with Salesloft.
Preparing emails and proposals
Generative AI helps you write a first draft of a follow-up email, a proposal or a call briefing faster. For outbound prospecting there is specialist software, such as Regie.ai, which builds lists, writes messages and carries out tasks.
Read everything that goes out yourself. An AI does not know your customer and makes mistakes with names, figures and commitments.
Practising conversations
You can have a chatbot play the customer. You practise a difficult pricing conversation or an objection without risking a real deal. Give the AI the context: who the customer is, what they want and what they are critical about.
Where to start
Pick the one task that costs your team the most time and try AI on it for a month. Then check whether it really saves time. Only then look at the next step. That keeps it affordable and stops your team ending up with tools nobody uses.
Ready to explore AI applications in your own field? Take the first step by joining one of our trainings and workshops or in-depth sessions to go deeper into AI. See our upcoming events for more information.