The Future of Sales Is Human + Machine
AI is no longer a competitive edge in sales. That transition happened fast. The new advantage lies in better human and AI teaming.
You have probably seen dozens of reports arguing that AI is coming for sales. I thought the same until I read this whitepaper by Dr. Susanna Rossi. She takes a different and refreshing view. In PwC’s Symbiotic Intelligence report, she argues that AI alone will not win; success will come from how well humans and machines work together.
So what does that mean for us as revenue leaders?
She explains that generative AI can automate lead scoring, personalise messaging, and schedule follow-ups. In short, it can handle much of the back-office work and free up valuable time for our teams. But here is the key differentiator: AI cannot feel. It cannot read body language, detect hesitation, or sense emotional tension. That is where human skill becomes irreplaceable.
The report introduces a framework built on three ideas: Perception, Meaning, and Bonding. In simple terms, AI helps us with the what, but we must still bring the why. The real value that human sales teams add lies in how they interpret, connect, and build trust.
Dr. Rossi puts it clearly:
“As automation advances, the human contribution is concentrated into fewer, yet far more critical, touchpoints. It is precisely in these moments that trust, loyalty, and genuine value are either created or lost. In a future where AI is fully embedded in sales processes, the quality of these human interactions will be a decisive driver of success.”
Imagine your sales organisation not tied up in repetitive work but fully focused on meaningful conversations. Imagine your team spotting hidden objections, understanding motivations, and aligning proposals to personal goals. When that becomes the default mode, you do not just sell.
You build trust, credibility, and advocacy.
AI gives you efficiency. You must bring distinction.
To make this practical, guide your teams to start small. Map one process where AI can take over routine steps, and design the handoff so your people step in where context, emotion, or judgment matter most. Last week, I gave the example of an AI bot scheduling my car service call. It was fast but soulless. That is exactly where we must emphasise the “human-only” zones. Train for empathy, curiosity, and listening. Then run improvement loops as usual: measure, share wins, and keep iterating.
My Three Takeaways for Revenue Leaders
Redefine roles, do not replace them. Let AI handle data and process. Humans own judgment, relationships, and meaning.
Design handoffs intentionally. Identify where in your sales flow human insight turns signal into strategy.
Invest in emotional and relational skills. As AI becomes smarter, the gap toward human depth will define your competitive advantage.
If this made you think, share it with one colleague who is leading a sales team or driving AI adoption.
And if you want to go deeper, take ten minutes to read Dr. Susanna Rossi’s article here:
And if you want to stay ahead of that curve, subscribe to the Quarterly Revenue Brief Pulse.
All the best,
Henry
