As middle managers thin out, companies hand sales training to AI simulations

As businesses increasingly rely on artificial intelligence to enhance their sales strategies, a significant transformation is underway in how sales training is delivered. With the pressure to meet revenue targets intensifying, companies are turning to AI-driven sales coaches, a trend that has gained momentum since the emergence of ChatGPT. These innovative systems provide simulations of customer interactions, enabling sales representatives to practice their pitches in real-time with AI-generated personas that mimic buyers. The AI tools not only evaluate performance but also offer tailored feedback, creating an interactive and repeatable training experience that goes beyond traditional methods. The shift towards AI sales coaching comes in response to a notable decline in middle management roles, which has left remaining managers with larger teams and less time for mentoring. As a result, many employees experience lower engagement levels and increased turnover. A report from the Work Institute in 2025 indicated that 18% of workers left their jobs due to a lack of professional development opportunities. To bridge this coaching gap, firms are now incorporating AI sales coaches into their training programs. These tools standardize feedback, provide more opportunities for practice, and allow for measurable performance assessments. Early outcomes demonstrate quicker onboarding processes and improved communication skills among sales teams. However, this reliance on AI raises concerns about the extent to which sales training can be effectively conducted through simulation, and what might be lost when the human element is minimized. At ServiceNow, a leading enterprise AI platform, an AI sales coach has replaced repetitive training tasks. According to Jayney Howson, the company's Senior Vice President of Global Workforce Skills and Talent Readiness, this tool is integrated into ServiceNow University, where approximately 8,000 salespeople utilize it for product training and certifications. Previously, training was reliant on webinars and subjective feedback, which could vary widely and slow down the preparation for actual sales calls. Now, sales representatives can engage in role-play simulations as frequently as they wish, receiving metrics that evaluate their skills and track their progress. For instance, in one scenario, a seller interacts with an AI persona named Jordan, who represents a mid-level buyer. The sales rep practices delivering a pitch and addressing follow-up questions, receiving scores based on a predefined rubric that identifies areas for improvement. Since the introduction of this AI tool earlier this year, approximately 90% of ServiceNow's sales representatives have engaged with it, resulting in a reduction of onboarding time from three months to six weeks. Jayney Howson emphasized that the AI coach has significantly bolstered confidence in sales readiness by providing quantifiable metrics rather than relying solely on managers’ subjective evaluations. In another instance, Braintrust, a sales training company, employs AI coaching to analyze communication patterns and convert them into actionable data. With clients across various sectors including pharmaceuticals and finance, Braintrust utilizes a tool called Yoodli to evaluate buyer-seller interactions. This AI system measures aspects like pacing and the use of filler words, aligning them with Braintrust’s sales framework. Jeff Bittner, Braintrust's Director of Digital and AI, highlighted that practicing with AI reduces the pressure on sales reps, allowing them to make mistakes and learn in a low-stakes environment. The AI personas are customized for specific industries, such as a simulated oncologist for a pharmaceutical client, leading to notable improvements in connection rates and sales performance. Despite these advancements, both companies acknowledge the limitations of AI in replicating genuine human interactions. Concerns have arisen regarding the potential erosion of manager-employee relationships, particularly if managers avoid difficult conversations in favor of relying on AI assessments. While AI can enhance practice and performance measurement, it cannot substitute the essential human judgment required to navigate client relationships effectively. As companies continue to integrate these tools into their training frameworks, they emphasize that AI is not meant to replace human roles but to assist sales professionals in honing their skills.