IDEAS home Printed from https://ideas.repec.org/a/alq/rufejo/rfej_2026_02_16-28.html

The Future of B2B Jobs: Analyzing the Impact of GenAI on Sales Roles and Skills

Author

Listed:
  • Anatolii Vyacheslavovich BLAZHKOVSKII

    (Tver state university, Tver, Russia)

  • Timur Muratovich MUKAYEV

    (University of Bristol, Bristol, United Kingdom)

  • Irina Andreevna BUKHTUEVA

    (Lomonosov Moscow state university, Moscow, Russia)

  • Ekaterina Andreevna FOMICHEVA

    (State university of management, Moscow, Russia)

Abstract

This article examines the impact of GenAI on the transformation of labour activities in B2B sales. It analyzes shift s in professional roles, business process structures, and qualification requirements amid ongoing digitalization. Particular attention is given to the development of new competencies, including digital literacy, interaction with AI tools, and strategic thinking. The theoretical section explores emerging professional specializations related to the implementation and maintenance of intelligent systems. The practical section presents an experiment in which two respondent groups performed typical B2B sales tasks – one using GenAI and the other without it. The results demonstrate a reduction in task completion time from 32 to 18 minutes, along with improvements in content quality and personalization. The study concludes that hybrid human–machine collaboration models should be developed to enhance not only operational efficiency but also sustainable competitive advantage in the B2B sector.

Suggested Citation

  • Anatolii Vyacheslavovich BLAZHKOVSKII & Timur Muratovich MUKAYEV & Irina Andreevna BUKHTUEVA & Ekaterina Andreevna FOMICHEVA, 2026. "The Future of B2B Jobs: Analyzing the Impact of GenAI on Sales Roles and Skills," Russian Foreign Economic Journal, Russian Foreign Trade Academy Ministry of economic development of the Russian Federation, issue 02, pages 16-28, April.
    • Handle: RePEc:alq:rufejo:rfej_2026_02_16-28
    DOI: 10.64545/2072-8042-2026-2-16-28
    as

    Download full text from publisher

    File URL: http://repec.vavt.ru/RePEc/alq/rufejo/rfej_2026_02_16-28.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.64545/2072-8042-2026-2-16-28?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:alq:rufejo:rfej_2026_02_16-28. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Irina Katolik (email available below). General contact details of provider: https://edirc.repec.org/data/vavtmru.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.