AI-driven tools are a fast-growing business. It seems that each year, more and more spectacular new apps hit the Australian market, up-ending old norms and massively enhancing how great teams do business.
When it comes to sales, these apps hold an enormous power. They can parse huge quantities of data, enhance productivity and, in some cases, even talk to customers. But, AI cannot totally replace a great sales team. In fact, with AI running the show your people may be more valuable than ever before.
Here’s why.
How is AI impacting modern sales teams?
Artificial intelligence is changing the game for sales teams across Australia.
These smart tools are enhancing efficiency, enabling personalisation at scale and making it easier than ever to drive leads – and CSOs have taken notice. In fact, Salesforce has reported that 93% of sales teams in Australia have fully implemented or are experimenting with AI.
Examples of AI in sales:
CRM automation: AI saves time by automating data entry in CRM systems, ensuring all information is up-to-date and accurate.
Personalised outreach: Insights generated by AI provide human teams key personal details to create targeted engagement strategies with higher conversion rates.
Chatbots: AI chatbots offer customers real-time support, improving satisfaction and moving through basic enquiries more quickly.
Lead generation and qualification: AI can analyse huge quantities of data in a flash, identifying and qualifying VIP sales leads. This info is like gold to sales teams, who can then focus their efforts on the highest-potential prospects.
Forecasting: Predictive analytics generated by AI can anticipate sales trends, giving sales teams the evidence they need to plan strategically.
Limitations of AI tools in sales
Of course, like any new tool AI isn’t a silver bullet.
In fact, it’s exactly that – just a tool. A powerful one for sure, but only as powerful as its user. It’s important to understand and acknowledge the limitations of AI so that you can build a future-proofed sales team which knows how to balance both the human and the supercomputer.
So, what are the limitations of AI?
Lack of EQ: AI can’t replicate the empathy and nuance of human connections, which really matter when you’re building relationships.
Dependence on data quality: As the old saying goes in data, ‘rubbish in, rubbish out’. AI’s insights are only as good as the data that backs it. If that data isn’t accurate or complete, it can create inaccurate or incomplete results.
Integration challenges: Implementing AI into existing processes takes time and resources – it isn’t always plug-and-play.
Security concerns: Like any digital tool (especially one handling customer data), AI must be taken seriously from a cybersecurity and privacy point of view – to protect customers, and the company’s reputation.
But humans haven’t been replaced – in fact, they’re more valuable than ever
Sales has always been a people-oriented discipline, and it will continue to be. With AI taking the menial, repetitive data jobs, great salespeople can put more of their energy into doing what they’re great at – building relationships.
Human skills remain essential in the current age, and in fact they’re more important than ever. Even customers who love AI don’t fully trust it yet. In fact, while 42% of people believe AI can handle complex customer interactions, 68% would still prefer to pick up a phone (Shep Hyken). And to quote the World Economic Forum, “[AI-loving buyers] still demand human involvement at key moments of their buying journey, even when AI could offer faster or more accurate outcomes.”
Establishing trust, building rapport, negotiating, ethics ... these things simply can’t be replaced by a chatbot. So, when your competitors are outsourcing as much as they can to their AI assistants, your team can seize an opportunity to win business by remembering to stay human.
Things to think about when building a sales team in an AI world
Key sales skills to recruit for in 2025
In today’s sales world, the key skills to recruit for reflect what’s happening in tech – digital experts and emotional experts aren't separate, you must have both.
The top skills to watch are:
AI literacy
Emotional intelligence
Agile thinking
Strategic thinking
Cybersecurity awareness
What do modern salespeople look for in a great role?
Our 24/25 Talent Guide reveals what sales professionals are looking for in their next role, and what factors contribute to them leaving a job.
Top three factors which contributed to leaving their last role:
Lack of career progression |
Salary |
Feeling unfulfilled |
Top three factors which would attract them to a new position:
To a new role | | To a new organisation |
Salary | | Culture |
Flexible working | | Values alignment |
Team | | Stability |
Top three desirable job rewards (after salary):
Flexible hours |
Flexible locations |
Career development |
Putting these insights together...
Salary really matters for salespeople in Australia. 43% say that there’s no job benefit more important than their pay, and you can see that it plays a significant role in both leaving a job and looking for a new one.
Still, even if you can’t offer more than a competitive rate for the best people, other benefits do matter – flexibility and career progression in particular.
How to balance AI and human excellence in your sales team
Building a brilliant sales team in an AI-powered world requires a bit of a balancing act – integrating AI tools into day-to-day workflows to maximise their productivity benefits, while leaving room for human empathy and instinct to build great relationships.
These are some tips to consider to getting that balance right:
Integrate AI thoughtfully: Think of AI as an enhancement, not a replacement. Invest in tools which streamline daily tasks, enhance productivity and complement the human skills which customers and prospects love.
Invest in continuous learning: Offer regular practical training on any new AI tools and how to get the most out of them. When your team understands the tech (and its benefits), they’ll feel more confident maximising its usefulness.
Keep a human touch: Ensure that, for as much as you automate with AI, you ensure that key touchpoints in your buying journey remains human.
Monitor and evaluate the results: Audit what your AI tools do for you and check that they’re producing good results. Use those insights to refine your approach and keep your sales strategy aligned with your business goals.
Build a culture of teamwork: Encourage a culture where your people and their AI tools work together. When people see tech as a partner – not a replacement – they’re more likely to engage with it meaningfully.
In this increasingly AI-driven world, you may need to think about your hiring a little differently. For example, do you have the digital skills in-house to operate these tools, or the cybersecurity awareness to keep your customers, and company, safe?
It's likely you’ll find yourself in need of fresh expertise – someone to lead the charge. That's where we come in.
At Talentpath, we’re experts in building winning sales teams with that perfect blend of digital proficiency and the human touch. Find out more about our sales specialists here, or contact us directly to talk about your unique needs.
