Research@Ourso: How AI Will Supercharge the Salesforce
April 08, 2026
Rapid adoption of new technology is a hallmark of the sales profession. Will the arrival of AI prove any different?
Since the first commercial AI products broke onto the scene just a few years ago, the technology has reshaped how businesses of all sizes and functions connect with customers. A recent study from Assistant Professor Viktor Jarotschkin and PhD student Mostofa Wahid Soykoth in the LSU Department of Marketing, alongside Nawar Chaker (University of Tennessee) analyzed decades of academic literature to identify the AI-driven themes that will define the next era of sales. Their findings, published in the Journal of Business Research, reveal how AI is not poised to replace the salesperson, but instead is primed to lead a sales renaissance by empowering humans with data-driven insights.
PhD Student, LSU Department of Marketing
Combining Man & Machine
The sales profession is a thoroughly studied area of business. To capture both the "breadth" and "depth" of established research in the field, the team employed a unique two-study approach to sift through a vast trove of past articles and discoveries.
Building a Sandbox
First, researchers built a "horizontal" view of the literature, mapping out the network
of authors, journals, and keywords that have shaped the conversation over several
decades. Filtering thousands of articles from major databases, the team identified
influential voices and terminology from early "expert systems" to modern machine learning.
Making Connections
For a "vertical" or deeper dive, the team utilized a common method of topic modeling
known as Latent Dirichlet Allocation (LDA) on the full text of the articles. The team deployed an open-source Large Language
Model (LLM) and provided it high-quality curated abstracts as a reference, supporting
the screening and classification of over 2,500 research articles.
"The multi-method design was a deliberate [choice] – because no single method gives you the full picture," Jarotschkin noted. "The AI-assisted approach enabled a triangulation that would have been impractical otherwise. Manually reading articles across decades of research introduces selection bias as scholars naturally gravitate toward familiar frameworks and prominent publications."
Takeaways for Businesses
Sales organizations must prioritize collaboration over automation.
The most successful models do not force a choice between technology and humans; instead, they leverage a hybrid approach where AI manages hard data and repetitive tasks, freeing human agents to focus on higher-importance activities requiring creativity and complex decision-making. By viewing AI as an instrument rather than a replacement, firms can more efficiently jump on broader sales trends while maintaining the personal touch customers value.
Technological adoption is as much a cultural challenge as it is a technical one.
Leaders must invest heavily in reskilling initiatives that encourage teams to move on from outdated habits in favor of new digital competencies. This transition requires a supportive environment to mitigate technostress and resistance to change, ensuring that AI is perceived as an empowering tool rather than a source of professional anxiety.
The move toward AI-driven optimization requires new levels of ethical oversight.
While algorithms can maximize profitability through dynamic pricing and precise lead management, they can inadvertently disadvantage vulnerable groups or damage customer trust if perceived as insincere. Managers must strike a careful balance between profit-maximizing goals and responsible AI initiatives, ensuring that systems are transparent and that human leaders remain in control of the final strategy.
What Comes Next?
The study acknowledges that while AI moves fast, the core goal of sales remains the same: creating value for the customer. In the years to come, the distinction between "online" and "offline" sales will likely continue to blur, with AI-driven virtual assistants and photorealistic avatars becoming common touchpoints. Jarotschkin and Soykoth highlight a need to ensure marketing and sales research keeps up the pace with technological developments.
Assistant Professor, LSU Department of Marketing
Ultimately, this research suggests that the most successful sales organizations of the future will be those that view AI as a substantial component for enhancing efficiency, while still preserving and celebrating the unique strengths of their human employees.