How AI sales technology influences sales performance: the role of psychological needs and performance goal orientation

Purpose Based on the self-determination theory, this study aims to examine the mechanisms and boundary conditions through which the use of artificial intelligence sales technology (AIST) shapes sales performance. Design/methodology/approach Study 1 conducted a questionnaire survey of 396 sales employees and their supervisors in China’s real estate industry. Study 2 adopted a time-lagged research design involving 324 sales employees in various industries and their immediate supervisors. Regression analyses with Mplus 8.3 were performed to test the hypotheses. Findings The empirical results indicate that the use of AIST indirectly influences sales performance through the mediating roles of the satisfaction of three basic psychological needs – autonomy, competence and relatedness. Furthermore, salespeople’s performance goal orientation attenuates the positive relationship between AIST usage and the satisfaction of salespeople’s needs for competence and relatedness. Originality/value This study advances the emerging literature on the effectiveness of AIST usage by revealing the psychological pathways through which AIST influences sales performance and offers practical insights for strengthening AI–human collaboration in the workplace.