Microsoft, Amazon, and Google Race to Use AI to Drive Sales Gains

The role of salespeople is already changing in the era of artificial intelligence—and big tech companies are notching benefits from using these tools, which could be a leading indicator of how the broader industry is set to transform.

At Microsoft, for instance, executives have been touting evidence that custom-built AI tools automating repetitive sales tasks have allowed the company to reduce its sales staff while simultaneously lifting sales revenue. During a gathering of sales teams in Redmond last month, Microsoft sales chief Judson Althoff said rolling out AI tools had improved salespeople’s productivity by lifting revenue per salesperson roughly 10%, according to someone at the meeting.