Artificial intelligence in business-to-business sales : examining risks, challenges, and negative implications across the sales process
Emon, Shakib Ahmed (2026)
Pro gradu -tutkielma
2026
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2026052655410
https://urn.fi/URN:NBN:fi-fe2026052655410
Tiivistelmä
This thesis aims to investigate the possible risks, challenges and negative effects of utilizing AI within B2B sales at all levels of the sales process. Although AI has been widely implemented to increase operational efficiency and provide assistance for decision-making, this study will focus on the ways in which AI affects human judgment and potentially causes unintended consequences.
This research followed a qualitative exploratory research approach based on semi structured interviews. Data from the study was gathered through thirteen interviews with individuals who worked in B2B sales roles. An abductive methodology was used to connect the empirical findings with the previous theories. Thematic analysis was used to analyze the interview data.
The study found that human judgment continues to play an important role in evaluating and verifying the output from AI. As such, sales professionals are able to proactively manage risk through the review of AI-generated content, selective usage of AI and gradual integration of AI into their existing workflow. Ultimately the study highlights that the technological impacts of AI in B2B sales are not solely technical in nature, they are also influenced by how individuals utilize and engage with technology in practice.
This research followed a qualitative exploratory research approach based on semi structured interviews. Data from the study was gathered through thirteen interviews with individuals who worked in B2B sales roles. An abductive methodology was used to connect the empirical findings with the previous theories. Thematic analysis was used to analyze the interview data.
The study found that human judgment continues to play an important role in evaluating and verifying the output from AI. As such, sales professionals are able to proactively manage risk through the review of AI-generated content, selective usage of AI and gradual integration of AI into their existing workflow. Ultimately the study highlights that the technological impacts of AI in B2B sales are not solely technical in nature, they are also influenced by how individuals utilize and engage with technology in practice.