Opinion
The new partner in the boardroom: How AI is redefining growth strategy
"The future of the sales world does not belong solely to machines, nor to humans operating by old methods. It belongs to those who know how to harness AI as a strategic partner that empowers human capability," writes Eilon Reshef, co-founder and CPO at Gong.
Over the past decade, we have become accustomed to discussing technology in terms of utility. Software was designed to streamline processes, save time, and organize information. However, over the last year, we have witnessed a far more fundamental and profound shift in the global market. Artificial Intelligence has ceased to be an administrative assistant and has become a strategic partner at the decision-making table. This is not merely a localized performance improvement, but a complete redesign of the entire Go-to-Market (GTM) infrastructure and professional interface with customers.
Data collected from an in-depth analysis we conducted across more than 7.1 million sales processes in thousands of companies worldwide indicates that seven out of ten sales managers in large organizations no longer rely solely on intuition or past experience. They place full trust in AI as the guiding factor for ongoing business decisions. This revolution is not just technological, but cultural and managerial. It marks the end of an era in which we separate human capability from technology and heralds a new age where value is created from the inseparable integration of both.
Research by McKinsey emphasizes that companies adopting AI in their sales operations see significant growth in their bottom line. This trend is further validated when examining the shift in priorities at the executive level. Recently, productivity—which was previously ranked fourth in priority—has become the primary growth objective for 2026, as reflected in our latest annual report. This shift indicates that senior management is no longer just looking for cost savings, but for a way to increase the output of existing teams through the use of smart technology.
From Fear of Job Loss to Strategic Partnership
One of the most complex points in the public discourse concerns the persistent fear of employee displacement. However, reality as reflected on the ground presents a completely different narrative, in which technology is perceived as a catalyst for change rather than a threat. Forty-three percent of managers estimate that AI will fundamentally change job definitions without leading to a reduction in headcount. The technology allows sales representatives to break free from the exhausting administrative burden of data entry, updating CRM systems, and summarizing calls. In doing so, it returns them to the core of their profession: building human relationships, managing deals strategically, and providing focused attention to customers.
When examining the impact on the bottom line, the economic figures support this trend unequivocally. Organizations that have embedded AI into the core of their business strategy are 65% more likely to close deals compared to competitors left behind. For the individual sales representative, this is not just about convenience but a financial leap forward. Teams that frequently use AI in their work generate 77% more revenue per salesperson, which translates into a six-figure annual increase.
However, it is important to distinguish between the use of generic solutions and the adoption of purpose-built ones. Research shows that teams utilizing technology specifically tailored for the sales domain demonstrate twice the predictive and modeling capabilities. Revenue growth in these cases is 13% higher, and the overall business impact is 85% greater compared to those who settle for general tools. The difference lies in the system's ability not only to process text but to understand deep business contexts and translate them into actions that advance the deal.
Despite the global trend, there is an interesting geographical gap affecting market competitiveness. While 87% of companies in the United States have already adopted the technology, the UK market lags behind by approximately 12 to 18 months. This gap represents a critical opportunity for companies operating in these markets. Getting ahead of competitors in the strategic implementation of AI tools could mean the difference between market leadership and survival in a rapidly changing landscape.
We are at a historical turning point in the integration of AI into business processes. The future of the sales world does not belong solely to machines, nor to humans operating by old methods. It belongs to those who know how to harness AI as a strategic partner that empowers human capability. Companies that successfully embed technology deep within their workflows are the ones that will gain a significant market advantage and transform productivity from a theoretical mantra into a real, measurable growth engine critical to success.
Eilon Reshef is the co-founder and CPO at Gong.
