How Generative AI Impacts B2B-Sales and Content Creation

Luca, Braun (2026) How Generative AI Impacts B2B-Sales and Content Creation. Advances in Artificial Intelligence and Machine Learning, 06 (02). pp. 5378-5391. ISSN 2582-9793

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Absztrakt (kivonat)

Sales processes that involve the customer can be a major time sink and a source of drag onefficiency and quality. This research focuses on specific areas of the sales process, fromresearch and discovery meetings to the creation of sales-related materials. It explores theareas where the sales process creates loss and where gains can be made using generativeAI (GenAI). The research follows a mixed-methods approach and includes the following:(i) a targeted literature review to contextualize the use of AI in sales process management,(ii) a survey across different sales roles in the international IT industry, and (iii) a pilotexperiment on the application of GenAI for the creation of a presentation and other salesrelated materials. The research integrates the different approaches and creates a simple modelfor prioritization. Although the research was conducted in the IT industry, the activities aresimilar across other industries and can be applied universally.

Tudományterület / tudományág

társadalomtudományok > média- és kommunikációs tudományok

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Mű tipusa:	Cikk
SWORD Depositor:	Teszt Sword
Felhasználó:	Csaba Horváth
A mű MTMT azonosítója:	MTMT:37110540
Dátum:	22 Jún 2026 07:55
Utolsó módosítás:	22 Jún 2026 07:55
URI:	http://publicatio.uni-sopron.hu/id/eprint/4053

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