The growing role of AI in modern sales

As AI capabilities advance, so does their impact on key sales processes, including configuration tasks within CPQ. AI now enables a new level of sales support by taking over repetitive work, suggesting suitable product configurations, and improving decision-making.
Lukas Schweizer highlights that AI is increasingly present throughout the entire sales journey, from the first lead interaction to the final quote. This gives sales teams more speed, knowledge, and confidence in their daily work.

At the same time, this progress raises questions. How do people feel about AI becoming part of their workflow? Lukas describes a familiar mix of reactions: strong interest and curiosity, but also skepticism or even fear, especially among sales professionals.

Why human-centered design matters

Prof. Dr. Mädche emphasizes that successful AI assistants are built with and for people. To achieve this, developers must understand consumer needs, involve users early in the development process, and address concerns transparently. When the customer knows what the assistant does, why it does it, and feel they can take control at any time, AI becomes a tool that empowers rather than threatens.

Artur Felic supports this view by advocating for augmented Intelligence: systems that support rather than replace humans. For example, in sales or service roles, AI can take over repetitive tasks while humans focus on customer relations. So, how can these assistants be designed to gain trust an acceptance?

Overcoming fear through transparency and participation

Artificial intelligence must be explainable, secure, and tailored to individual users. Whether through voice assistants or intelligent configuration tools, the systems should provide clear, helpful suggestions. Transparency and trust are essential.

Prof. Dr. Mädche highlights the importance of co-creation. Successful AI assistants are not created in isolation but are developed collaboratively, tested early, and refined through user feedback. Companies need to foster an environment of continuous dialogue, experimentation, and shared learning to make this possible.

AI support where sales teams need it most

AI is elevating the way sales teams work with CPQ. The system already guides users through complex products and ensures every offer is correct and consistent. AI builds on this foundation by helping sales teams understand information faster, recognize patterns more easily, and access relevant insights at the right moment. Instead of interpreting large amounts of data on their own, users gain clearer context and more confident decision making. Lukas Schweizer sees this as an important development.

When AI-enhanced CPQ tools are transparently designed and well-integrated with CRM systems, they give sales teams clarity and speed in developing high quality offers. Users work more intuitively, stay focused on customer needs, and benefit from intelligent insights that support each step of the quoting process.

Experts agree that AI adoption is no longer optional. It is a strategic necessity for organizations that want to strengthen their sales processes and provide their teams with reliable, future-oriented tools. The goal is not automation for its own sake. It is about improving decisions, enhancing collaboration, and reducing unnecessary effort throughout the sales cycle.
Real progress comes from curiosity, experimentation, and building solutions together with users.

With a thoughtful approach and room for learning, AI becomes a valuable partner that enriches the CPQ experience and leads to stronger customer interactions.