Market report · AI in sales 2026

AI in sales report 2026: how the market applies artificial intelligence

See where sales teams already use AI, what gains research associates with these practices, and how your operation compares across qualification, speed, and funnel management.

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Market report

Three arguments you stop having with your team after reading

Do not read the benchmark only to learn what the market is doing. Read it to find out what your team could do better.

  • Benchmarks. Data and references to understand the 2026 sales landscape, each with the study, sample and period one tap away.
  • Practices. The patterns observed in high-performing teams: structured process, a qualification agreement with marketing, and funnel routine, with target attainment on both sides.
  • Applications. Where AI is entering the commercial operation today, what it is actually used for, and the funnel stages where it barely shows up.
  • Insights. The reading behind the numbers, including what is correlation and what is a snapshot, so you can interpret the market without relying on opinion.

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What changes in a sales operation when AI lands in the right place

The effect is not a vendor promise. It already shows up measured in surveys of sales leaders and of sellers. Three figures sum up the difference between using AI to write and using AI inside the funnel.

2.6xmore likely to grow

Organisations that give sellers an AI-enabled next best action, compared with those that do not.

3.7xmore likely to meet quota

Among sellers who partner well with AI, compared with those who do not.

2.4xmore likely to grow revenue

Organisations that prioritise upskilling the sales team on AI, rather than only buying tools.

All three are correlations observed in research, not causation. They show what growing teams have in common, not a guarantee that the tool produces the growth. The report carries that caveat with every figure.

In Brazil, AI arrived through writing and has not reached the funnel

This is where the benchmark gets interesting for whoever runs sales. Adoption is already the majority, and the usage sits in the part that does not decide a deal.

Sales teams already using AI53%
Use it to write copy27%
Use it to score and qualify leads5%

AI is already changing how the best sales teams work

The conversation is no longer about the potential of artificial intelligence. Sales teams are trying new ways of working, and part of what was an experiment last year is now routine for a slice of the market.

Where the change shows up day to day01 / 10
Researching accounts

What the company does, who decides and what changed since the last conversation, gathered before the call.

For whoever runs a commercial operation, understanding this shift is what separates what is still a promise from what has already become market practice and is helping companies hit target.

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What you will find in this material

  • Data and references to understand the 2026 sales landscape, each with the study, sample and period one tap away.

The assessment inside

One question from the maturity assessment, right now

How long does your team take to speak to a lead that enters the funnel?

The report is not a PDF: it is a read with interaction in every chapter, and the maturity diagnostic is one of them.

See the full diagnostic

Made for whoever answers when the number misses

It is for people who want to understand how the best sales teams are evolving, and what of that can be brought into their own operation.

Sales director or manager

You answer for the number in the board meeting and need to walk in knowing where the funnel leaks, not finding out along with everyone else.

Takes away the stage-by-stage diagnosis and the market comparison.
Head of sales or team lead

You run the team's routine and already know where it hurts. What is missing is the data that turns your instinct into an argument in front of whoever approves budget.

Takes away a sourced argument to propose a change of process.
Partner or managing director

You follow sales closely without living inside it every day, and you decide where next year's money goes: more people, more tooling or more process.

Takes away the basis to choose between hiring and organising.
Marketing handing leads to sales

You live the qualified-lead argument and are tired of hearing the leads are bad. The report brings the data from the other side of the funnel, what happens after the lead leaves your hands.

Takes away the figure that closes the qualification argument.

It is not for anyone looking for a tool manual. The report is about sales process, and AI shows up where the data says it changes the result.

Four fields, and the report opens straight away

Do not read the benchmark only to learn what the market is doing. Read it to find out what your team could do better.

I want the full report