AI is transforming sales teams by automating repetitive tasks and increasing productivity, but new research from Gartner suggests it may also create unintended consequences for workforce engagement and skill development.
A survey of 3,496 global employees found that 41% of sellers believe AI-powered tools have freed up their time by automating routine tasks. As a result, Gartner predicts that by 2028, 10% of sellers will use this additional capacity to covertly work multiple jobs.
This shift highlights a growing challenge for B2B organisations as AI reshapes traditional sales roles. While automation enhances efficiency, it also raises concerns about employee engagement and retention. Organisations must consider how to keep their top-performing salespeople invested in their roles to prevent disengagement or attrition.
Alyssa Cruz, senior principal analyst in the Gartner sales practice, stressed the need for proactive measures to address potential declines in engagement. “It is important for chief sales officers (CSOs) to be aware that some of their top talent is no longer engaged, and CSOs must implement new incentive structures before seller engagement drops and talent begins to leave,” she said. “CSOs may need to revise compensation plans to remove or expand both hard and soft commission caps. This tactic will help prevent sellers from perceiving diminishing returns on their efforts.”
Beyond engagement, AI’s growing role in sales could also lead to a decline in key social and analytical skills. Gartner predicts that by 2028, around 30% of new sales professionals will experience a reduction in skills such as relationship building, empathy and active listening due to over-reliance on AI-generated email flows, outreach scripts and messaging.
To counteract this, sales leaders need to balance automation with human-centric strategies. This includes reaffirming the importance of human connections in the sales process, equipping teams with critical thinking and interpersonal communication skills, and ensuring that AI complements rather than replaces the emotional intelligence required for building relationships and closing deals.
While AI-driven automation is streamlining workflows and improving efficiency, Gartner’s findings underscore the importance of maintaining a strategic approach. B2B organisations must continue investing in both AI technology and employee development to ensure that automation enhances, rather than diminishes, long-term sales performance.
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