PRIMJENA UMJETNE INTELIGENCIJE U UPRAVLJANJU PRODAJNIM TIMOVIMA / APPLICATION OF ARTIFICIAL INTELLIGENCE IN SALES TEAM MANAGEMENT

Abstract

The rapid development of technology and the increasing adoption of AI-based tools are changing the way organizations manage sales teams. The paper provides a systematic overview of relevant literature in order to explore how artificial intelligence transforms key sales management processes, from recruitment to onboarding salespeople, through predicting sales results to personalization of reward and motivation systems. The paper analyzes specific applications of artificial intelligence tools such as CRM systems with integrated predictive analytics, conversation analysis tools and systems for monitoring the effectiveness of sales teams in real time. In addition to the overview of opportunities, special attention is paid to implementation challenges, employee resistance to digital transformation, ethical issues of supervision and risks of depersonalization of the sales process. It is precisely the successful integration of artificial intelligence in sales management that requires a balanced approach that combines technological innovation with the development of human competencies. The results of the conducted research indicate that organizations that strategically integrate artificial intelligence achieve measurably higher levels of sales efficiency and satisfaction of sales staff.