While AI technologies such as generative, predictive analytics, and automated communication systems are increasingly common, limited academic research has explored their use in customer facing, relationship driven sales roles. To address this gap, we are conducting semi-structured, in-depth practitioner interviews, seeking to better understand how sales professionals in the beverage industry integrate artificial intelligence (AI) into their daily work. We are almost finished interviewing 12-15 sales professionals in various roles including account managers, CEOs, sales directors, those in adjacent positions within the industry. Interviews explore how participants define AI, how they use it in practice, and the perceived impact on efficiency, decision-making, and performance. We also examine attitudes toward AI, including perceived benefits, challenges with integration, ethical concerns, and how sales professionals balance AI-generated insights with human intuition. Final results will contribute to research on current AI usage in sales and provide practical insights to help organizations integrate AI in ways that enhance human relational strengths in the sales process.
