Inteligência artificial nas vendas B2B: personalização e automação para uma abordagem estratégica e eficiente

Abstract

The research explores the application of Artificial Intelligence (AI) in B2B sales, highlighting how this technology transforms business practices by integrating personalization, automation, and predictive analysis. Using a qualitative methodology based on bibliometric review, which used renowned databases such as Scopus, Web of Science, and Google Scholar, 19 references were analyzed, including articles, dissertations, and books published between 1999 and 2024. The results highlight the relevance of AI in customer segmentation, sales forecasting, and integration into customer relationship management (CRM) systems, demonstrating how these tools increase efficiency and assertiveness in business strategies. Classic works, such as those by Nilsson (1999), support the ability of AI to perform tasks that require human intelligence, while contemporary authors, such as Falardo (2022) and Venkataramanan et al. (2024), address the ethical and operational challenges of technological adoption. Furthermore, the use of AI in e-commerce and the automation of repetitive processes are highlighted as advances that enhance customer retention and organizational competitiveness. However, the research also highlights barriers such as cultural resistance and the need for technical training, highlighting the importance of integrated strategies that combine innovation and ethics. It is concluded that AI not only redefines the dynamics of B2B sales, but also consolidates itself as an indispensable strategic element for companies seeking leadership in a competitive and digitalized environment.