Most organizations investing in artificial intelligence for sales are not seeing improved results, according to new research that suggests companies are rushing to adopt AI without the proper systems to support it.
Only 28 per cent of companies report that AI is improving their sales performance, despite widespread adoption of AI tools, according to a study released last week by Highspot, a Seattle-based sales platform company.
The research surveyed 463 senior sales and revenue leaders across the United States, Europe and Asia Pacific between June 5 and 26, according to the company.
Widespread team strain reported
The study found that 96 per cent of leaders report strain from shifting priorities and stalled deals, while 80 per cent say their teams are experiencing burnout, stress or employee departures they regret, according to Highspot.
Despite these challenges, fewer than 25 per cent of companies are investing in systems designed to reduce workplace friction, the study found.
“These ambitious ‘AI Leapers’ have invested in AI tools but lack the systems to act with precision,” said Robert Wahbe, CEO of Highspot. “The truth is AI only works when it’s aligned with people, process, and performance. Otherwise, you’re flying blind and burning out your teams in the process.”
The company coined the term “AI Leapers” to describe organizations that have adopted AI tools without establishing proper supporting systems.
Successful companies take different approach
Companies that report better results with AI follow three key practices, according to the research.
High-performing teams align on specific outcomes and shared metrics rather than focusing only on strategy presentations or campaign goals, the study found. CRIF, a company cited in the study, reported a 26 per cent increase in pipeline and 66 per cent improvement in marketing efficiency using this approach, according to Highspot.
Successful organizations also embed AI directly into daily work processes instead of running separate pilot projects, the research suggests. McKinsey research shows that fewer than 10 per cent of AI pilots reach full scale, according to Highspot.
The third practice involves integrating content, training, coaching and analytics into a single system, the study found. Companies surveyed that use Highspot’s platform report an average 50 per cent increase in go-to-market efficiency and 55 per cent boost in seller confidence, according to the company.
The study’s conclusions match recent findings from McKinsey and S&P Global showing that AI often fails to deliver expected results when deployed without proper structural preparation or workflow integration, according to Highspot.
The research was conducted by Dynata, a market research company commissioned by Highspot.
