AI vs. Human: The Neuroscience of Sales Coaching
AI vs Human: Which coaching style helps sellers learn best? The data makes one thing clear: Sellers don’t respond the same way to human and AI feedback. Memory, emotion, and engagement all shift depending on who—or what—is doing the coaching.
Our neuroscience research reveals why. This AI in sales training research shows how sellers responded to AI and human coaching, plus how you can use the findings to design smarter, more effective training programs.
Get the Details in the AI vs. Human Coaching Report
AI and Human Feedback Activate Different Strengths: Discover how memory, emotion, and engagement shift with each type of coaching.
Recommendations for Sales and Enablement Leaders: Practical insights to help leaders design smarter, more effective training programs.
5 Strategies for Using AI and Human Coaching: Actionable steps to blend AI and human feedback for stronger learning and sales success.
AI vs. Human: What Really Helps Sellers Learn
Memory, emotion, and feedback are tightly linked—but does it matter if sales training and coaching comes from a human or an AI?
To determine the answer, we partnered with neuroscientist Dr. Carmen Simon. In this study, we used biometric tools to explore how B2B sellers experience feedback in simulated sales conversations.
By comparing cognitive and emotional responses across both feedback types, this AI in sales training research revealed some surprising—and highly actionable—differences:
- AI feedback enhances memory. Sellers who received feedback from an AI coach remembered 50% more content after 48 hours than those who received human feedback.
- Human feedback boosts well-being. Sellers expecting to be coached by a human experienced greater relaxation, motivation, and emotional alignment—especially during training.
- Feedback anticipation shapes engagement. Shorter feedback delays generated more emotional readiness but did not improve retention.
- Sales reps talk more when being observed, but they remember less. Human observers increased verbal participation, but not learning or memory.
What do these findings mean for sales leaders and enablement teams? They translate into several practical recommendations for designing more effective training programs.
Download the AI vs. Human Coaching Research Report Today.
