Does AI Really Drive Revenue in Marketing and Sales?
AI is widely used in sales and marketing, with 68% of professionals using it at work and 51% using AI agents. But does it actually boost revenue or improve the customer experience? A recent survey by General Assembly reveals mixed feelings among marketing and sales teams.
Mixed Confidence in AI’s Revenue Impact
Despite widespread AI adoption, 61% of sales and marketing pros are not confident that AI increases revenue. Almost half (46%) doubt it improves customer experience either. This suggests that while AI tools are common, their value isn’t always clear or measurable.
Productivity Gains Are Not Guaranteed
When it comes to productivity, results vary. About 22% say AI hasn’t affected their team’s output, and 18% feel AI actually adds to their workload, distracting them from strategic tasks. This points to a gap in how AI is integrated into workflows.
The Training Gap Holds Teams Back
One key issue behind these mixed results is training—or the lack of it. Only 17% of respondents received comprehensive, job-specific AI training. Meanwhile, 32% had no formal AI training at all, and 20% found the training too generic. Some also felt the training focused on theory rather than practical application.
This lack of proper training creates risks around governance and brand safety. It also limits AI adoption, especially among those who don’t currently use AI. Over two-thirds of non-users said they had no formal AI training, and many want hands-on guidance tailored to their roles.
What Sales and Marketing Professionals Want
- Nearly 40% of sales pros want AI training focused on sales tasks and workflows.
- About 49% of marketers want clear examples of how AI can support daily responsibilities.
Positive Outcomes for AI Users
Those who do use AI report benefits: 67% say AI frees up time for more strategic work, and 56% find their teams more productive. Common AI applications include:
- Content creation (57%)
- Market research and analytics (49%)
- Sales operations (47%)
- Customer relationship management (42%)
- Advertising (41%)
Usage frequency varies, with 55% using AI fewer than five times daily, while 20% use it more than 10 times a day.
Closing the Training Gap to Unlock AI’s Potential
The survey shows that AI’s value in marketing and sales is closely tied to training quality and relevance. Without role-specific, practical training, many professionals remain unsure about AI’s impact on revenue and customer experience.
Investing in targeted AI training can help teams focus on high-value activities and use AI effectively. For those interested in improving AI skills, resources like Complete AI Training’s role-specific courses offer practical guidance tailored to sales and marketing needs.
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