The Journal
AI10 July 2026 · 8 min read
What AI actually does inside a sales organisation
Less magic than the headlines suggest, and far more useful. A grounded look at where models earn their place and where they should stay out of the way.
By Nikolas Pulido
The useful applications are unglamorous. Summarise the call. Draft the follow up. Score the enquiry. Flag the account that has gone quiet. None of these replace a salesperson, and all of them give one back several hours a week.
Where models should never sit alone
Pricing decisions, contractual language, and anything a customer will read as a promise. Those get a human in the loop, every time, with the model doing preparation rather than commitment.
Treat the model as the fastest junior on the team. Brilliant at drafts, never the final signature.
The teams that get value are the ones that write down the rules first. A model without a defined job produces confident noise.
