E&M
2026/3
è Faculty Deputy del Knowledge Group Marketing and Sales della SDA Bocconi School of Management, dove ha fondato il Commercial Excellence Lab ed è Program Manager di numerosi corsi sulla gestione delle vendite. È professore nel Dipartimento di Marketing dell’Università Bocconi, dove è responsabile dei corsi Sales Management e Personal Selling. Autore di decine di pubblicazioni e articoli su riviste scientifiche internazionali.
è docente dell’Area Organizzazione e Personale della SDA Bocconi e professore a contratto presso l’Università Bocconi su tematiche sales. È docente in numerosi corsi e percorsi di formazione destinati a sales manager, key account e account manager. È membro dello steering committee del Commercial Excellence Lab della SDA Bocconi.
Artificial Intelligence and Sales: The Choices That Make a Difference
In sales, artificial intelligence is adopted where it is easiest to implement, not where it could generate the most value. This is what emerges from a study conducted on 223 Italian managers, covering ten stages of the Personal Selling (PS) process and twelve Sales Force Management (SFM) processes. In Personal Selling, the average adoption rate is 7.9%, and general-purpose tools predominate; however, greater use of AI is not associated with superior sales performance. Insufficient skills and a lack of knowledge about possible solutions remain the main barriers. For managers, the priority is not to accelerate adoption but to steer it toward high-impact processes, providing support with governance, a knowledge base, and appropriate metrics.
Keywords: artificial intelligence, sales force management (sfm), technology adoption, personal selling (ps), sales performance
DOI: 10.57590/1120-5032-202603eng-9
Pages 85-95
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