by Prabhakant Sinha, Arun Shastri, and Sally E. Lorimer

Early in 2023, Microsoft fired a powerful salvo by launching Viva Sales, an application with embedded generative AI technology designed to help salespeople and sales managers draft tailored customer emails, get insights about customers and prospects, and generate recommendations and reminders. A few weeks later, Salesforce (the company) followed by launching Einstein GPT.

Sales, with its unstructured, highly variable, people-driven approach, has lagged behind functions such as finance, logistics, and marketing when it comes to utilizing digital technologies. But now, sales are primed to quickly become a leading adopter of generative AI. AI-powered ...

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