What a difference a year makes. When I wrote about the best custom GPTs for sales last year, AI tools were just beginning to catch on. At the time, Allego’s AI in Revenue Enablement Report found 62% of revenue team leaders were using generative AI to enhance sales. Now, that number has jumped to 100%. Not only are they using AI in sales, marketing, and customer success, but they’re seeing results. 

Take a look at these stats from this year’s AI in enablement research:

• 63% say coaching quality improves with AI.
• 51% say AI is accelerating onboarding, up from just 30% in 2024.
• 48% say AI has contributed to revenue growth, also up from 30% last year.
• 91% plan to increase their AI investments in the next 12 months.

There’s no denying it. AI is no longer futuristic or experimental. It’s here. It’s mainstream. And it’s delivering results. 

If you’re in sales or marketing, not using AI puts you at a disadvantage. In fact, 83% of revenue leaders say AI skills are essential when hiring new team members. Your organization’s success—and your own professional relevance—could depend on it.

To help you get started—or to boost what you’re already doing—here are five ways teams are using AI in sales now that you can begin implementing.

---

Is Your AI Usage Leading or Lagging Behind?

See how your use of AI in revenue enablement compares with other revenue team leaders in this 4-minute self-assessment. Do you have the same priorities? Challenges? Is your use of AI improving sales? Or are you seeing other improvements? Take the self-assessment now.

---

5 Ways Teams Are Using AI in Sales to Drive Better Performance

What was once a niche capability has become a competitive standard, helping sales teams work more efficiently and sell more effectively. Here are five key areas where high-performing teams are using AI in sales, transforming everything from content creation to coaching, onboarding, personalization, and buyer engagement.

1. AI-Generated Content Is Now a Sales Standard

Sales teams used to spend hours writing emails, building battlecards, and creating decks. Not anymore. Today, high-performing teams are using AI to generate content faster, smarter, and tailored to each buyer. In fact, 81% of revenue enablement leaders now use AI to generate sales content—proof that this shift is well underway.

AI-generated content isn’t just fast. It’s strategic. Buyers expect emails and materials that reflect their industry, role, and current pain points. With practical agentic AI embedded in workflows, reps can instantly tailor messaging to align with buyer personas, deal stage, and vertical-specific needs. The result: More relevant outreach, less time wasted, and stronger connections.

81% of revenue enablement leaders now use AI to generate sales content.— Allego

2. Sales Coaching Gets Smarter with Real-Time AI Feedback

Sales coaching is one of the highest-impact activities in sales. And it’s one of the hardest to scale. That’s where AI changes the game. Sales leaders now use AI to deliver instant feedback from calls, simulate training scenarios, and surface actionable performance insights. According to Allego’s research, 60% of enablement teams use AI for real-time call feedback, and 63% say coaching quality has improved.

This shift is redefining what effective coaching looks like. With AI-powered tools like real-time call analysis and role-play simulations, reps receive targeted feedback in the moment, helping them refine their messaging, improve objection handling, and reinforce best practices without waiting for a manager’s review.

60% of enablement teams use AI for real-time call feedback, and 63% say coaching quality has improved.—Allego

For large or distributed sales teams, the impact is especially significant. This evolution facilitates scaling coaching across large teams without overwhelming sales managers. It ensures that every rep, regardless of location or tenure, receives consistent, actionable feedback that drives continuous improvement. 

At AAA Life Insurance, the impact is already evident. Speaking at Allego’s 2025 Sales Success Summit, Devin Gaffney, Lead of Sales Training and Professional Development, said Allego’s AI helps scale coaching across his team and build agents’ confidence. AI-powered role-play simulators are particularly helpful, he said.

An AI-powered dialog simulator “can really help remove [the hate for role-play] and get them prepped for the live instructor side,” he said.

3. AI Makes Onboarding Faster and More Effective

In high-growth sales environments, speed matters, especially when it comes to getting new reps up to speed. AI helps sales leaders accelerate onboarding by tailoring training content to each seller’s role, experience level, and learning needs. In fact, 51% of enablement leaders say AI has accelerated the onboarding process.

This is more than a time-saver. Instead of a one-size-fits-all program, AI customizes onboarding to each rep’s role, experience level, and learning style. It surfaces the right resources at the right time, auto-generates learning paths, and spots skill gaps early. This targeted support builds confidence from day one and helps sellers contribute sooner.

51% of enablement leaders say AI has accelerated the onboarding process.—Allego

Sales managers also benefit. AI tracks readiness and reinforces knowledge without manual oversight. For teams under pressure to hit numbers fast, AI-driven onboarding is a strategic advantage that translates directly to revenue impact.

4. AI Personalization Unlocks Bigger Deals

As buyer expectations rise and competition intensifies, personalized engagement has become a strategic priority, helping sellers stand out with messaging that’s timely, relevant, and uniquely tailored to each buyer. Today’s sales teams use AI to meet this demand by delivering individualized engagement at scale. In fact, Allego’s latest research finds 55% of revenue enablement leaders now prioritize AI-powered personalization, and some report it leads to larger deal sizes.

With practical agentic AI, sellers can quickly tailor messaging, content, and outreach based on real-time buyer behavior, industry context, or deal stage. Instead of relying on broad, one-size-fits-all outreach, teams can now deliver insights that speak directly to the buyer’s needs and priorities, building trust and accelerating progress through the funnel. The result: stronger engagement, more impactful conversations, and ultimately, bigger wins.

5. AI Chatbots Engage Buyers, Help Qualify Faster

Today’s buyers expect fast, accurate answers—often outside of standard working hours. That’s why 83% of enablement leaders now use AI-powered virtual assistants and chatbots to support early-stage interactions. These tools help qualify leads, answer questions, and keep deals moving.

83% of enablement leaders now use AI-powered virtual assistants and chatbots.—Allego

These AI assistants don’t replace sellers. They amplify their impact. By handling repetitive questions, surfacing relevant content, and guiding buyers through early discovery, chatbots free up reps to focus on higher-value conversations. They also ensure that buyers receive timely, consistent communication, regardless of when they engage.

For sales leaders, the value is clear: AI-powered chat tools reduce friction in the buying journey and create a smoother handoff to human sellers. As part of a modern, AI-powered revenue enablement strategy, virtual assistants are becoming a must-have layer of responsiveness that helps teams stay connected, even when they’re offline.

Using AI in Sales Is No Longer Optional

The sales playbook is changing fast, with AI leading the charge. From content creation and coaching to onboarding, personalization, and buyer engagement, today’s sales teams aren’t waiting for the future. They’re already using AI to work smarter, move faster, and close more deals.

Using AI in sales is no longer a nice-to-have. It’s the new standard. And the teams that embrace practical, embedded AI will outpace the competition—plain and simple.

---

About the Author: Michelle Davidson is a content marketing manager at Allego, where she partners with sales and enablement teams to create content that helps reps engage customers and prospects in meaningful conversations.

---

Using AI in Sales: What the Top Teams Do Differently

Get the latest insights on how sales, marketing, and enablement teams are using AI in sales to boost performance, speed onboarding, and grow revenue. Download the 2025 AI in Revenue Enablement Report to see what’s working—and what’s next. Get the report.