The impact of artificial intelligence on optimizing lead management and commercial decision-making in digital sales processes

Abstract

Artificial intelligence (AI) has become a strategic tool for optimizing sales management in digital sales environments. This study analyzed its impact on lead management, decision-making, objection handling, and sales closing in small and medium-sized enterprises (SMEs). A quantitative, descriptive, non-experimental, and cross-sectional research design was employed. Data were collected through online surveys administered to 71 sales representatives and 15 executives, including sociodemographic questions, Likert-scale items, and open-ended questions. The results indicate the widespread use of digital tools to record and follow up on leads. Executives also recognize the strategic value of AI, although they identify limitations in the implementation of analytical mechanisms. It is concluded that AI enhances sales management; however, its impact depends on SMEs’ level of digital maturity, staff training, and the strengthening of technological capabilities.