The impact of generative AI technology on B2B sales process and performance: an empirical study

Purpose This paper aims to address the research gap in the use of Generative AI (GenAI) technology by empirically testing a model that explores the effects of upper management support and technology self-efficacy on GenAI technology use and its impact on sales outcomes. Design/methodology/approach The sample consisted of sales representatives from a health-care company that used GenAI as part of their sales process. The pretest included in-depth interviews and feedback from leadership to develop a preliminary questionnaire, followed by a survey assessment with a pilot sample. The main study used an online survey distributed to a larger sample. Data were analyzed using partial least squares (PLS). Findings The results indicate that GenAI technology has a positive impact on the effectiveness of the sales process, administrative efficiency and sales performance. Furthermore, upper management support influences the use of GenAI technology and positively moderates the relationship between technology self-efficacy and the use of GenAI technology. Research limitations/implications Drawing on the Technology Acceptance Model (TAM), the study contributes to existing research by empirically testing the value of GenAI in enhancing sales process effectiveness, administrative efficiency and sales performance. The study focuses on a single health-care company, which may limit its generalizability to other health-care companies. Additionally, it relies on self-reported data from sales professionals. Practical implications The findings underscore the significance of upper management support in successfully adopting and using GenAI technology within the B2B sales process. Originality/value This study addresses a significant research gap by empirically testing a model that examines the use of GenAI technology. It extends prior studies on AI in sales by investigating the underexplored domain of GenAI and highlights the impact of GenAI on key sales outcome variables.