The present study introduces a conceptual framework to explore sales professionals’ use of artificial intelligence (AI) in the sales process. The author explores AI’s impact and its relationships with specific outcomes within the sales process. The study first explores the embryonic artificial intelligence literature on sales to measure sales professionals’ perceptions of AI by conducting a content analysis. Based on the results, 79 studies were found on AI and sales, with only 13 specifically looking at the business-to-business sales process. Given the newness of AI, this is a dire need to dive deeper into the use of AI in the B2B sales process. A content analysis from the scant literature and data from 62 sales professionals was performed to conceptually develop a framework proposing AI’s impact on several outcomes: sales process effectiveness, administrative efficiency, and performance with customers.

本研究引入了一个概念框架来探索销售专业人员在销售过程中使用人工智能（AI）的情况。作者探讨了人工智能的影响及其与销售流程中特定结果的关系。该研究首先探索了有关销售的人工智能文献，通过内容分析来衡量销售专业人员对人工智能的看法。根据结果​​，发现了 79 项关于人工智能和销售的研究，其中只有 13 项专门针对企业对企业的销售流程。鉴于人工智能的新颖性，迫切需要深入研究人工智能在 B2B 销售流程中的使用。我们对 62 名销售专业人员的少量文献和数据进行了内容分析，从概念上开发了一个框架，提出人工智能对以下几个结果的影响：销售流程有效性、管理效率和客户绩效。