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AI agents, agentic AI, and the future of sales

Author

Listed:
  • Gonzalez, Gabriel R.
  • Habel, Johannes
  • Hunter, Gary K.

Abstract

This article conceptualizes and explores autonomous artificial intelligence (AI) agents in personal selling and sales management contexts. Unlike traditional AI assistants that merely augment or automate specific tasks, autonomous AI agents perceive, reason, and act independently, enabling multi-step processes such as lead generation, qualification, customer interaction, and performance management. We conceptualize autonomous AI agents, distinguishing them from conventional AI tools, and map their emerging applications across selling and sales management processes. Building on this foundation, we outline seven research priorities: (1) understanding performance effects, (2) exploring customer reactions, (3) optimizing organizational embedding, (4) contributing to technical development, (5) designing managerial frameworks, (6) revisiting the balance between replacement and enablement of sales professionals, and (7) understanding how to bring autonomous AI agents to market. We conclude by outlining actionable guidance for educators seeking to integrate autonomous AI agents into their curricula. Furthermore, we introduce five articles featured in this special issue.

Suggested Citation

  • Gonzalez, Gabriel R. & Habel, Johannes & Hunter, Gary K., 2026. "AI agents, agentic AI, and the future of sales," Journal of Business Research, Elsevier, vol. 202(C).
    • Handle: RePEc:eee:jbrese:v:202:y:2026:i:c:s0148296325006228
    DOI: 10.1016/j.jbusres.2025.115799
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    References listed on IDEAS

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