AI is most useful in the preparation work around selling: researching accounts, summarising information, drafting first versions and organising notes. It is least useful when it replaces judgement about who to contact and why, or when it is used to send more messages that look personal but are not. Use it to prepare better conversations, not to increase volume.
Where it genuinely helps
- Account research: summarising what a company does, recent news and likely priorities from public sources.
- Meeting preparation: turning scattered notes and research into a short brief before a call.
- First drafts: producing variations of a message, a follow-up or a proposal section for a person to edit.
- Notes and CRM updates: summarising calls and pulling out next steps so records stay current.
- Pattern spotting: reviewing notes from lost deals or objections to find recurring themes.
I use AI tools such as Claude and ChatGPT for exactly this kind of work: prospect research, account preparation, messaging drafts and proposals. The time saved goes into thinking about the account, not into sending more.
Where it hurts
- Fake personalisation: generated lines like "I loved your recent post" are easy to spot and damage trust quickly.
- Sameness: when many teams use similar prompts, messages start to sound alike, and buyers learn to ignore them.
- Made-up facts: AI tools can state wrong information about a company or person with confidence. Anything used in a message needs checking.
- Replacing targeting: no tool can decide your ICP or which accounts matter. That is a commercial judgement.
- Automated replies: letting a tool respond to buyers without review risks saying something inaccurate at the worst moment.
A simple working rule
AI prepares, a person decides and sends. Anything a buyer will read should be checked by someone who understands the account and is accountable for the relationship.
Data, privacy and platform terms
Check your company's policies before putting client or prospect information into any tool. Respect the terms of the platforms you use, especially around automation on LinkedIn. A short-term gain in activity is not worth a restricted account or a lost client relationship.
How to start
Pick one workflow, such as the research brief before a first call. Define what a good brief looks like, try it with AI support for a few weeks and compare the time spent and the quality of the calls. Expand to the next workflow only when the first one clearly works.
Check this in your own business
- Is every AI-drafted message reviewed by someone who knows the account before it is sent?
- Does anyone check the facts AI tools produce about prospects?
- Are you using AI to prepare better conversations, or mainly to send more messages?
- Do your tools and workflows respect your data policies and each platform's terms?
B2B Revenue & GTM Partner for Technology Companies. 10+ years in business growth, GTM, enterprise sales and solution consulting across India, the US, the UK, Europe and the UAE.