This BCG article argues that AI agents are set to fundamentally transform B2B sales by shifting organizations from intuition-led selling to systematic, intelligence-driven execution. It outlines a maturity model of augmented selling (AI recommends actions and content), assisted selling (AI supports sellers in real time during calls and follow-ups), and autonomous selling (AI independently qualifies leads, nurtures demand, and executes standard interactions). While many sellers already use AI tactically, most firms remain stuck in pilots due to data quality, integration gaps, and limited training. BCG envisions ecosystems of specialized AI agents—covering orchestration, lead generation, qualification, deal conversion, and customer success—working alongside humans, with autonomy varying by deal complexity. To succeed, leaders must define a bold AI “North Star,” prioritize high-impact use cases, integrate data and tech stacks, establish strong AI governance, and drive adoption through leadership, incentives, and upskilling, enabling faster growth, higher productivity, and better customer experiences.

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