How AI is changing Sales & Marketing
Lets time stamp this
August 2025
It’s been just a short 2.5 years since open AI released ChatGPT.
And there has been an explosion of AI tools, apps, and agents for marketing and sales teams.
It’s the wild Wild West and there is a mad rush to create AI tools that:
Book cold calls
Write ads
create content
Organize email boxes
Design product images and banners
But if you look at what these AI tools do, you’ll see that these AI tools are helping sales and marketing be more efficient.
And that is great.
Who doesn’t like to do more with less?
Who doesn’t like to save money?
But marketing and sales are revenue centers.
At the end of the day, we don’t get measured with how much money we save.
We are measured on the number of new clients we bring in.
And to do that, we need to look at how our buyers are using AI to do their jobs more efficiently.
And once you do that, you start to realize that there are three fundamental shifts in the way our buyers find and research potential vendors.
Finding vendors / suppliers
Buyers are switching from Google search to tools like ChatGPT.
Here’s why:
Google gives you links and requires buyers to spend time clicking on links and reading multiple websites.
AI tools give you answers
Tools like ChatGPT allow buyers
Analyzing vendors / suppliers
Buyers are using AI tools to answer sales questions they have about your offering.
Here’s why:
It saves a boatload of time.
They are no longer limited to analyzing one or two vendors. With AI they can easily compare and contrast a dozen vendors.
Your website is no longer a lead generation machine
These AI tools need external data sources to answer its users' questions.
But, these AI tools can’t just pick up the phone and chat with your sales team to get information.
They rely and use your website content to summarize, compare and recommend solutions to its users - your buyers.
Thats right.
Your website.
That thing you only spent money on every five years when it got so ugly and outdated you were forced to spend money on that annoying online brochure and “lead generation machine”.
But things are different in the Age of AI.
Your website is the data source for AI tools to answer the sales questions of your buyers.
It’s a database for AI tools.
And like the saying goes:
Garbage in, garbage out.
If your website is filled with marketing fluff, top of funnel and commodity content that can be found all over the internet, the answers you give these AI tools will be….well garbage.
Instead you need to think of your website as a database. It’s the source that AI and its buyers use to answer not general educational questions, but specific questions to see if you
Understand their problem
Have the expertise to solve their problem
Are uniquely positioned to be their solutions partner.
And to answer these questions you need to have a deep understanding of your buyer.
And I’m not just taking about demographics, like age, education, industry, or job role.
It’s answering questions like:
What are their specific problems
What are their requirements to solve the problem
How does your product or service solve their problems
Why they should buy from you
But here’s the catch - you need agreement between sales and marketing.l on who you are chasing, what is their problem, how you solve their problem and why they should buy from you.
You can’t have marketing say one thing on your website and your sales say something else.
For those who have tried to get sales and marketing to work together, you all know that it’s not an easy task due to:
Personalities
Egos
Internal Politics
That’s why adapting to AI isn’t just about buying a suite of tools.
It’s a process to change how sales and marketing work together.
It won’t happen over night, and it certainly won’t happen without executive buyin.
But if you want to adapt to how AI is changing sales and marketing grinned to start somewhere.
And making sure both are chasing the same ideal customer is the first step.
Thats it for now.
P.s. If you are interested in taking a deeper dive into how AI is changing sales and