O impacto da Inteligência Artificial na Prospeção de Vendas
Liliana Moreira e Filipe Duarte
1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal
To cite this text: Gradim, J. (2025). Estágios Curriculares no Ensino Superior e a Ligação ao Mundo Empresarial: O Caso do ISCET, Percursos & Ideias, 14, 34-44.
doi: 10.56123/pi2025n14005
Published Language: Portuguese.
Abstract
Sales prospecting plays a critical role in organizational success, particularly in B2B and highly competitive environments. With the increasing digitalization of commercial processes, artificial intelligence (AI) has emerged as a strategic opportunity to transform how leads are identified, qualified, and approached. However, questions remain regarding companies’ preparedness, the real benefits of this technology, and the skills required from sales teams in this new paradigm. In this context, the present study examines the impact of AI on sales prospecting in the Portuguese business environment and analyses how this technology is perceived and integrated by sales teams.
The findings indicate that the adoption of AI in sales prospecting has a positive effect on the efficiency and productivity of commercial teams, particularly in lead qualification and task automation. Nevertheless, this impact is influenced by professionals’ level of knowledge and the existence of a clear organizational strategy for AI integration.
The study adopts a quantitative-descriptive methodology, supported by qualitative insights, based on a questionnaire administered to 46 professionals working in sales and marketing. The analysis reveals that, despite growing interest in AI, only a minority of organizations have a formal strategy or make extensive use of AI-based tools. Among companies that have implemented these solutions, notable benefits include the reduction of administrative tasks, improved personalization of communication, and an overall positive perception of AI’s usefulness. The main barriers to adoption are the lack of technical training and limited time for learning. Importantly, respondents do not express significant concern about job replacement by AI, although they acknowledge the need to develop new skills.
Overall, the results confirm the initial assumption that AI has a positive impact on sales prospecting, but its effectiveness depends on organizational maturity and the continuous upskilling of teams. This study contributes to a better understanding of the current stage of digital transformation in sales in Portugal and highlights the importance of investing in AI-related training, defining clear implementation strategies, and promoting internal pilot projects as key success factors.
Keywords
Artificial Intelligence, Sales Prospecting, Sales Teams, Transformation,
Efficiency.
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