Research indicates that Generative Artificial Intelligence, Augmented Reality (AR) and Virtual Reality (VR) will transform sales in the next five years
O Gartner, Inc., a world leader in business research and advice, recommends that sales leaders work to recognize, prioritize, and respond to disruptive new technologies that will completely transform the sales model over the next five years. According to Gartner research, these include: Generative Artificial Intelligence (AI), Digital Twins, Augmented Reality/Virtual Reality (AR/VR), Machine Customers, Digital Humans, Emotional Artificial Intelligence and Multimodality.
Noah Elkin, Vice President of the Gartner Sales Practice
“Technology is taking over an even more central role in the sales process. As a result, sales directors need to anticipate a series of innovations that will significantly affect sales strategy, engagement, pricing and enablement,” says Noah Elkin, vice president of the Gartner Sales practice.
“Companies are already feeling the impact of AI in many of the technology solutions they use, but Generative AI in particular will be a breakthrough that will help scale content and sales engagement. Augmented Reality (RA) and Virtual reality (RV) will also emerge as a key sales engine, and the advent of machine customers is expected to create an entirely new target market for sales organizations.”
According to Gartner, the top seven disruptive technologies executives need to prepare for over the next five years are:
Machine Customers – You Machine Customers (Customers | Mmachines, in Portuguese) are non-human economic actors who obtain goods or services in exchange for payments. For many organizations, the idea of selling to these customers is not yet a reality, but now is the time to start planning for the eventuality. Sales leaders must start building sales forces that can effectively meet the challenges of human, machine, and hybrid sales environments. According to Gartner research, one-fifth of a company's total revenue may come from these Machine Customers by 2030. "Enterprises will need to plan for enablement issues and manage the increase in data volume to be able to prepare human and digital salespeople to be able to sell to machines", says the Gartner analyst.
Generative Artificial Intelligence – THE Artificial intelligence Generative learns from existing content to generate new, realistic artifacts that reflect the characteristics of the training data, but do not repeat them. Generative Artificial Intelligence can produce a variety of new content such as images, video, music, speech, text, software code and product designs. By 2025, 30% of outbound messages from large organizations will be generated automatically. “Generative Artificial Intelligence means that sales teams never have to beg for content again,” explains Elkin.
Digital Twins – You digital twins (Digital Twin) is a virtual and dynamic representation of a customer. It ingests data from personas and runs tests for sales messages, sales processes, and marketing campaigns to predict what works and what doesn't for customers. The G-enablement software and services market is expected toemeos Digital reach US$ 150 billion worldwide by 2030, up from US$ 9 billion in 2022.
Augmented Reality (AR) / Virtual Reality (VR) – By 2025, 80% of B2B sales interactions between suppliers and buyers will take place on digital channels, which means that sales organizations need to actively look for new ways to engage with customers. The Augmented Reality (AR) and Virtual Reality (VR) experience, in particular, will be integral as the metaverse grows and the buying and selling of the B2B market goes almost exclusively digital???????? In the next five years, Augmented Reality (AR) / Virtual Reality (VR) actions could become a critical sales channel to use in sales meetings, product demos and even sales training.
Human-Digitals – Digital-Humans are AI-driven interactive representations that display some of the characteristics, personality, knowledge, and mindset of a human. By 2026, half of B2B buyers will interact with a Digital-Human during purchase cycles. Digital-Humans will take on tasks that humans don't want to do, like constantly updating lead contact tables, checking old sales opportunities, or even business contacts that haven't evolved. “The Human-Digital economy will revolutionize the composition of traditional sales teams and grow to become a market that moves hundreds of billions of dollars”, explains the analyst.
Emotional Artificial Intelligence – Artificial Emotional Intelligence technology can help revolutionize salespeople's empathy, changing buyer engagement. It is a system that analyzes, processes and responds to the emotions of users. By 2024, AI emotion identification will influence about half of the online ads shoppers see. It will be able to read faces and emails and determine which ads will work on a given buyer.
Multimodality – Multimodality means that there will be multiple ways for salespeople to record activities, helping sales leaders meet the challenges of managing high volumes of data. By 2025, Gartner predicts that 70% of all seller-buyer interactions in the B2B industry will be logged to extract competitive insights, business information and market data using Artificial Intelligence, Machine Learning (ML) and Natural Language Processing (NLP) ).
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