Lately, it seems we don't have a conversation with prospects or clients in which they don't raise the topic of artificial intelligence (AI).

But when pressed about what they mean by AI, many are at a loss. Do they mean AI in the sales process? Predictive analytics? Embedded in the CRM? Applications in training and enablement?

All of that, or something else entirely?

Certainly, media coverage has contributed to the buzz. But is the excitement surrounding AI grounded in results or is it driven by hype?

To take a pulse on the current use of AI by sales organizations, RAIN Group surveyed 250+ sales leaders, managers, sellers, and professionals across diverse industries globally. Specifically, we wanted to learn how AI is being used to usher prospective buyers through the buying process, the challenges facing sales organizations as they implement AI, and whether they're getting value from its use.

For sales organizations seeking to boost sales performance and productivity, the following research insights shed light on some approaches sales teams are using, the benefits they're experiencing, and the AI-adoption challenges they're facing.

Top 10 Ways Sales Teams Use AI

Just 20% of respondents use AI tools on a frequent or daily basis, according to the survey. Most sales teams are rarely using AI in the sales process (27%) or they have never used it (27%).

However, those who have used AI with any frequency agree or strongly agree that they get value by using AI to...

1. Create content for blog posts, articles, or social media posts (72% agree or strongly agree)
2. Create follow-up emails from sales calls (67%)
3. Create personalized outreach messaging for specific audiences (67%)
4. Integrate with CRM—e.g., data entry, opportunity creation, etc. (62%)
5. Research prospects, current accounts, industries, trigger events, etc. (58%)
6. Generate insights (58%)
7. Tailor custom value propositions (58%)
8. Take notes and summarize meetings (57%)
9. Build target lists (55%)
10. Create upsell/cross-sell emails to customers (55%)

(Note: For additional ways Sales is using AI, check the full chart at the end of this article.)

But are those users of AI seeing an impact on their sales performance and productivity because of their AI use? Yes, they say: 26% reported achieving significant or transformational impact.

And it turns out that those who report the greatest impact from AI on their sales performance and productivity are three times more likely to use AI tools daily or frequently. And that makes sense: You must use the tools and technologies if you're going to get impact from them.

Benefits of AI in the Sales Process

Those sales organizations using AI in the sales process today may be early adopters, but they're already experiencing benefits in five key areas:

1. Refining Client Engagement Through AI-Enhanced Messaging

Sixty-eight percent of respondents strongly agree or agree that AI helps them improve value messaging in client interactions. These users recognize AI's ability to help them craft messages that resonate deeply with clients' specific needs and preferences.

AI allows for a level of customization that strengthens the relevance and impact of messaging and drives the overall effectiveness of engagement strategies.

2. Streamlining Operational Efficiency

Sixty-eight percent of survey participants strongly agree or agree that AI is reducing time spent on manual tasks. Efficiency gains come from automating routine, labor-intensive tasks.

By delegating data entry, scheduling, customer record management, and similar tasks to AI, sales professionals can redirect their focus toward more strategic actions, including relationship building, in-depth client needs analysis, and deal closure.

3. Personalization of Customer and Prospect Interactions