Peran Integrasi AI Dalam Meningkatkan Penjualan Di era Digital 5.0

Baramadya .; Muhammad Wisnu Girindratama; Deyka Aguilika

doi:10.52310/jbhorizon.v9i1.428

Baramadya . Program Studi Bisnis Digital, Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
Muhammad Wisnu Girindratama Program Studi Akuntansi, Universitas Surabaya, Indonesia
Deyka Aguilika Program Studi Manajemen, Universitas Trunojoyo, Indonesia

DOI: https://doi.org/10.52310/jbhorizon.v9i1.428

Keywords: sales management;sales performance; marketing agility; marketing influence; Ai

Abstract

Abstract.

Sales management is undergoing a digital transformation driven by AI tools like Seamless AI and Einstein (Sales AI), which are reshaping B2B customer journeys. Grounded in dynamic capabilities theory, this study examines how B2B firms integrate AI into sales processes. We propose that marketing agility—defined by proactivity, responsiveness, and speed—mediates the relationship between AI adoption and sales team performance in uncertain markets. Furthermore, the research investigates how marketing influence and internal organizational climate moderate these dynamics. Data were gathered from B2B sales managers at firms with over 100 employees and at least $1 million in annual revenue. The findings highlight that strategic AI adoption must align with marketing agility to effectively boost firm performance. This study contributes to emerging literature on the facilitators of agility within the B2B sector.