AI scales B2B sales, but human trust still closes deals

AI scales B2B sales, but human trust still closes deals

May 26, 2026
MarTech.org AI SprinklerAS Martech_landscape

The Gist

  • Machine-to-machine selling scales but fails on complex deals
  • Machine-to-human selling dominates initial buyer interactions
  • Human-to-human selling remains critical for high-stakes deals

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AI can handle transactional sales, but complex deals still require human judgment and trust-building.

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