AI is moving fast—faster than most sales teams are ready for. Tools that summarize calls, write emails and surface insights are already part of many reps’ daily workflows. But this is just the beginning.
As someone who works with revenue teams navigating this shift, I’ve seen the excitement, the confusion and the concern. Leaders are asking: Which tools do we adopt? What happens to our sellers? Are we still training for the right skills?
Here’s the truth: AI is going to change how account executives (AEs) work, but it won’t change why they win. In fact, the distinctly human elements of selling are becoming even more important.
According to SBI’s latest research on commercial differentiation, the go-to-market experience drives 59% of bold purchase decisions—more than the product or offering itself. In a landscape where AI can automate many parts of the sales process, it’s the experience—the trust, confidence and connection created by the AE—that truly differentiates.
Tools like Gong, ChatGPT and Microsoft Copilot are evolving fast—but they won’t replace the rep who can read a room, understand nuance or reframe a client’s challenge in real time. To stay relevant and thrive, AEs will need to lean into distinctly human capabilities—the kind that AI can support but not replace. To be successful, AEs will need to adopt an AI Mindset.
Here are the six Cs that will define the AI-ready AE of the future:
1. Curiosity
In a world where tools evolve weekly, the best reps are learners first. Curiosity drives experimentation—trying new prompts, digging into AI-generated insights and asking deeper questions of both the tech and the customer. Curiosity drives the sales professional to understand the customer’s challenges and initiatives at a deeper level and answer the question of how they can help their customer today and in the future.
This isn’t about becoming a data scientist or programmer. It’s about being relentlessly interested in what’s possible—and how it applies to the customer’s world.
2. Critical Thinking
AI will give you answers. Future-proof AEs will know which ones matter.
The role of the AE is shifting from information-gatherer to sense-maker. Can you weigh AI’s insights against real-world context? Can you spot misalignment, bias or hallucinations? Critical thinking is what keeps reps from outsourcing judgment—and it’s where real value shows up in the sales process.
3. Creativity
AI can remix, reframe and reword—but true originality? That’s still a human edge.
The best sellers won’t just follow scripts; they’ll challenge assumptions, reframe problems and co-create bold solutions. Creativity is what makes a sales experience feel personalized, relevant and real. In SBI’s research, that kind of guidance—what we call Headway Selling—is a major driver of bold purchase decisions.
4. Communication
Yes, AI can write content. But it can’t build trust.
AEs will still need to articulate complex ideas clearly, ask thoughtful questions and adapt to what’s unsaid. Great communication isn’t just about the message—it’s about reading the room, navigating nuance and making the complex feel simple.
That’s something where the best sales professionals excel, and AI falls short. And when it’s done well, it’s not just effective—it’s unforgettable.
5. Curation
AI can produce more content than ever. But volume isn’t value.
The future AE becomes a curator, editing, refining and tailoring AI outputs to make them feel human and useful in a specific client context. This is the underappreciated skill of the modern seller: knowing what to share, when to share it and how to deliver it with relevance.
Think of it like being the editor-in-chief of your own sales process. The tools are abundant, but you decide what gets published.
6. Collaboration
The future of selling isn’t solo; it’s a team sport. Our SBI research suggests that buyers are often frustrated with too many team members calling on the account, and they’re unsure of what everyone does.
In an AI-powered world, collaboration becomes a differentiator. AEs won’t win alone; they’ll win by bringing the right people, tools and insights together at the right moment. That means teaming up with sales engineers, solution consultants, customer success and, yes, AI.
In complex sales cycles, trust isn't just built between seller and buyer—it’s built across all parties involved. And that trust is only possible when sellers show up not just as individuals but as collaborative forces who bring the full value of their organization to the table.
Why This Matters Now
In today’s complex, high-friction buying environment, buyers aren’t just looking for information—they’re looking for reassurance and confidence in their decisions. SBI’s research shows that bold purchase decisions (those where buyers spend more and see more value) aren’t driven by a better product. They’re driven by a better buying experience: one where the seller acts as a guide through uncertainty, not just a mouthpiece for the solution.
That means training your team for tool adoption isn’t enough. You need to shape the mindsetof your sellers. The six Cs aren’t just soft skills—they’re the foundation of commercial confidence in an AI-driven world.
Looking Ahead
The tech stack will keep evolving. New tools will come and go. But the sellers who succeed won’t be the ones using the most AI—they’ll be the ones who use it best to create the most human experiences.
If you’re leading a sales team, ask yourself: Are we preparing our people to think like curators, storytellers and strategists—or are we just automating bad processes?
AI will reshape the sales landscape. But the best reps? They’ll reshape the experience.
And that’s something no algorithm can replicate.
