AI that earns its place in a sales team
Not the demo. The two or three places where it genuinely returns an hour a day, and the several where it quietly costs you one.
11 August 2026 · By Adam Kassem
The question is never whether a model can write an email. It obviously can. The question is whether the email is worth sending, and who now has to check it.
Where it pays
Research is the clearest win. Working out who a company is, what they just announced and whether they look like the last twelve people who bought from you is a genuinely mechanical task that used to eat a morning.
List building is the second. So is summarising a call into the four facts that belong in the pipeline.
Where it costs
- Anything a customer reads unedited.
- Anything that replaces a judgement somebody is accountable for.
- Anything that produces volume you now have to sort through.
That last one is the trap. A tool that triples your outreach and halves your reply rate has not helped you; it has given you more work and a worse reputation.
The test we use
Does this remove a task, or does it move the task to somebody more expensive?
If a rep now spends twenty minutes correcting what took two minutes to generate, that is not automation. It is delegation to something that cannot be held responsible.
More on how we think about this in the programmes we build.
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