AI is everywhere right now. Every product launch, every SaaS update, every pitch deck seems to include it. But here’s the reality: customers don’t care that your solution has AI built in.

That might sound brutal, but it’s true. AI is already no longer the shiny differentiator it once was. For many buyers, it’s assumed. If your competitors are already using it, then the question isn’t “does your product have AI?” but “what does it actually do for me?”

And if you’re working with a business solution that doesn’t leverage AI in some way, then buyers will increasingly ask why not? It’s becoming one of the biggest questions in the room.

The term “AI” gets thrown around a lot these days as I have mentioned in my other recent Insights topics on AI, and while it promises to revolutionise sales and marketing, the reality is this: if you're not careful, adding AI into your sales process can quickly feel like bolting on a shiny toy rather than building a smarter, more human pipeline.

So how do you bring AI into your sales tech stack in a way that actually supports your team, amplifies the right parts of your process, and still puts people first? Let’s break it down.

Over the years I have had the privilege of working with some brilliant businesses. Forward thinking teams, the right people in the right roles, and critically, the right technology stack already in place. CRM? Present and correct. Marketing automation? Ticking along. Customer success tools? Absolutely. On the surface, it is all there.

So why do things still break?

The rise of AI tools has brought with it bold claims about the future of outbound sales. Automation platforms promise to generate leads at scale, qualify them instantly, and even personalise your outreach, all without lifting a finger. But here is the truth that too many businesses overlook: outbound still works best when humans are behind the message.

Yes, AI can support the outbound sales process. In fact, it should. But it should not replace it. And that distinction matters more than ever.

The AI revolution is no longer on the horizon. It is already here, and it is evolving rapidly. By looking at the progression of AI from 2005 to 2025 and projecting forward to 2030 and 2040, we gain valuable perspective. Here are some critical questions and answers to help sales and marketing leaders evaluate their current position and plan for what is coming.