How to Expertly Use AI For Sales (+ The 3 Tools You Need to Try)

We're not here to tell you that in 2025, you need to be using AI in your sales process.

Because you get it, you've already read the benefits, you see your peers starting to implement it, and you're ready to tactically implement AI into your workflow.

But we also know that it can be overwhelming to think about incorporating AI into your processes, and it's challenging to decide the best place to start.

Below, we're going to deep dive into what AI in Sales currently looks like today, some easy steps for you to start implementing AI, and even showcase some more advanced AI sales functionality that we're really excited about.

Let's get into it!

What Is AI in Sales?

Artificial intelligence (AI) in sales is the application of advanced algorithms and machine learning to improve the sales process. AI tools can analyze large volumes of data to provide insights, generate content, and automate tasks, making sales teams more efficient and effective.

This can look like automating routine tasks like data entry, follow-up emails, and appointment scheduling. AI can also make decisions based on conversational exchanges with you. After learning your preferences, an AI sales representative can reach out to leads, route leads, update your CRM like Salesforce or Hubspot based on your directions, and keep lead prospects warm.

What are AI Sales Representatives?

AI sales representatives are AI employees who are custom-built specifically for your business needs.

They take in information and data from the tools you use most, like your CRM and project management solution, as well as precise instructions from your team, to help them complete  repetitive and labor-intensive tasks.

Utilizing AI sales representatives is one of the most approachable ways to start implementing AI into your sales process, and it requires no technical expertise.

At Motion, we offer an entire team of AI employees that can help sales teams, customer success teams, revenue operation  teams, and more.

Additionally, our top AI forward-deployed engineers and implementation team can also work with you on your business needs, and custom-create AI Employees specific to your business to ensure the highest possible accuracy.

Basic Ways to Use AI in Sales

Again, the best way to quickly and easily implement AI in sales is by working with AI sales representatives. Each task below can be completed using off-the-shelf AI tools and LLMs directly. However, each task will require set-up time and switching applications. For example, you'll need to add a prompt into the LLM that you are using (Claude, ChatGPT, etc.) and then copy and paste the results out of the LLM. For repeated workflows, this becomes tedious quickly. Imagine a world where, after a discovery call, you instantly receive a PDF of materials that can be sent to the prospect, customized based on the call you just had. The next section will show you exactly how that can be done.

Automating Repetitive Tasks

One of the most common ways teams are utilizing AI is by automating repetitive sales tasks. From appointment scheduling to sending follow-up emails, AI tools can manage these mundane yet necessary steps, ensuring that no lead is overlooked. This efficiency not only saves time but also enhances the overall customer experience.

Personalized Content Creation

AI leverages customer data to craft highly individualized sales communications. It can segment your audience according to various parameters such as demographics, purchase behavior, and engagement trends. Then, it can help your reps automatically craft tailored messages that are more likely to convert.

Deep Data Analysis

AI is adept at swiftly and accurately processing and analyzing large volumes of data, beating human pattern recognition. Sales teams can harness AI to gain valuable insights into customer behavior, market trends, and sales performance. These insights are instrumental in making well-informed decisions, optimizing sales strategies, and uncovering new opportunities that may have been overlooked.

Next Level AI in Sales Tactics

Below, we wanted to share some cutting-edge sales AI functionality that top tools like Motion can help with.

Enhancing CRM Hygiene

Keeping your CRM system clean and organized is essential for effective sales management, but it's a task that many reps can't seem to get down. Sales leaders can now rely on AI to streamline the process of updating and maintaining CRM data. Some common workflows are that after a discovery or demo call, AI employees can go into your CRM and update fields based on the conversation of the call. Lead didn't show up? The field for follow-up is automatically checked. Lead mentioned 3 pain points? Your CRM is updated with reminder notes so that the AE can be notified to remind the prospect of these critical pains in the next call. This guarantees that your sales team is equipped with precise, current information, which in turn boosts closing rates.

Automated Meeting Prep and Demo Material Generation

AEs and SDRs should focus on what they are best at - interacting with leads and moving deals through the funnel. Instead, 40% of a BDR's time is spent preparing for meetings, such as an intro call or following up after a meeting with materials that can move a prospect along. AI employees are perfect for handling this type of work because they understand the full context of what has already been shared, can do external research on prospects, and follow the guidelines provided by sales leaders perfectly. This allows SDRs to come into each call with a short snippet of exactly the top 3-5 things they need to focus on to advance the lead (or disqualify). Moreover, after the call, the SDR can have a pre-drafted email in his or her inbox based on the discussed contents of the call. In other words, AI employees can immediately eliminate 40% of the work that sales reps do, so those reps can focus on closing and up-leveling.

Provide Sales Coaching Based on Calls

It's now commonplace for AI meeting listener tools to summarize, transcribe, and record prospecting and customer calls. On top of these recordings, AI employees can take the conversation, compare it to a set of gold standards on how an ideal interaction would sound, and grade the SDR or AE. This frees up sales leaders to train their teams at scale. Furthermore, AI employees can provide guidance on how to improve within minutes of a call ending so that the material is fresh on the mind of a sales representative, shortening feedback cycles. All in all, this allows sales teams to level up and improve faster.

Features to Look For in an AI Sales Tool

With so many AI sales tools on the market, it's challenging to sort through and identify the best options. Later in this article, we'll share three of our favorite AI sales tools, but below, we wanted to call out all the most critical aspects sales leaders should be considering when selecting an AI partner.

Robust Data Privacy & Security

Data privacy is a paramount concern in sales, which is why finding an AI tool that prioritizes data security and compliance is a necessity. For instance, Motion offers enterprise-grade security and data protection. Motion is also SOC 2 Type 2 compliant, ensuring the highest security standards through an independent audit by a top security firm. All data is fully encrypted in transit and at rest to keep your information safe.

Sales-Specific Features

Although general AI chatbots like ChatGPT are helpful, specialized tools can provide more advanced sales functionalities. For example, Motion's AI employees can predict results for pipeline review, provide real-time AE coaching feedback, and automate email follow-ups. These features go beyond basic conversation to enhance your sales process, making every interaction more effective and tailored.

Company-Wide Benefits

Of course, as we mentioned above, finding a tool that understands sales teams and their challenges explicitly is paramount to success. However, with so many tools on the market and each requiring their own monthly fee, logins, and compiling their own information, it's understandable that teams are starting to downsize their tech stack and rely on solutions that can help their organization as a whole. As a work management tool that houses AI employees, Motion is an excellent option for teams looking to downsize their tech stack, centralize their information, and focus their efforts, as it can help sales, operations, project management, customer success, marketing, and more departments gain efficiency without additional hiring.

The Top Three AI Sales Tools

Below, we're recapping the top AI sales tools and diving into their top features. We also took the time to read as many user reviews as possible, and showcase some of the areas where each tool is thriving, as well as the areas where they could improve.

Motion AI: Overview and User Reviews

As already mentioned, Motion offers an entire team of AI employees that can help a variety of different departments within your organization.

One of their AI employees, Chip, is an AI sales representative. Chip helps teams by streamlining routine tasks and delivering immediate insights. In doing so, this empowers sales experts to concentrate on their core strength—building relationships.

Key Features

• Create your own AI Employees and Skills in minutes with no technical requirements
• Develop custom-built AI Employees specific to your own business needs with the help of Motion's Engineering Team
• Access an expansive feature set including AI Projects, AI Tasks, AI Calendars, AI Notes, AI Docs, AI SOPs, AI Search, AI Reports, and more
• Access hundreds of integrations with tools you already use
• Feel secure with enterprise-grade security

User Feedback

Motion is an incredibly expansive tool offering features like AI Projects, AI Tasks, AI Calendars, AI Notes, AI Docs, AI SOPs, AI Search, AI Reports, and more. Users deeply appreciate the breadth of Motion and its ability to support so many of their day-to-day tasks.

With that being said, small business owners have found Motion to be a bit expensive. However, it's important to note that once you've implemented Motion, you should be able to cancel many of your other tools, which will ultimately save your team money.

Apollo.io

Apollo.io is an AI-powered sales platform that helps revenue teams find and engage leads, automate outreach, manage deals, and enrich data. It integrates with a wide range of tools and offers a comprehensive feature set to support every stage of the sales cycle. With Apollo, teams are booking more meetings, increasing their email open rates, and finding more direct contact information

Apollo's end-to-end platform helps businesses of all sizes, including Autodesk, Cyera, and DocuSign.

Key Features

• Find the right people and book quality meetings
• Turn conversations into deals with AI assistance
• Keep your data up-to-date, all the time, with enrichment
• Run your entire sales cycle on unified customer data

User Feedback

Apollo's robust feature set and intuitive interface are its hallmarks. The platform is highly adaptable, allowing you to customize it to your team's unique requirements.

However, users often question the accuracy of contact data and are disappointed in the fact that they often just provide business phone numbers, as opposed to direct lines.

Gong

Gong is an AI-powered sales coaching platform that is revolutionizing the way sales teams work. By recording and analyzing sales conversations, it delivers actionable insights to enhance performance. Gong's goal is to empower sales teams to secure more deals by refining their communication strategies.

Key Features

• Give sellers immediate feedback to raise their game, without the manual call review
• Turn customer signals into precise forecasts
• Drive quality engagement at scale from first-touch to closed-won, all in one place
• Use AI to spot high-impact opportunities, handle risks, and drive more closed-won deals.

User Feedback

Gong's real-time analytics and coaching tools are second to none. The platform's capability to provide immediate feedback and actionable insights is a game-changer for sales teams.

Finally, like many transcription tools, sometimes the AI doesn't properly translate a section of a call, which can sometimes make it hard to search and find what you need. Finally, some users find it takes a bit too long for calls to upload into the platform.

Things to Keep in Mind When Incorporating AI into Your Sales Process

Because AI is already taking sales by storm, we're unfortunately already hearing quite a few horror stories around it being used improperly and negatively impacting companies' reputations as a result. We highly encourage you to think through each of the areas below to ensure you're using AI as tactfully and professionally as possible.

Ensure Compliance and Ethical Use

AI has the power to process and analyze large volumes of data, but it is crucial to ensure that all content and data usage is in compliance with legal and ethical standards. Train your team to use AI tools responsibly, protecting customer privacy and avoiding any practices that could damage your brand's reputation or result in legal problems.

Avoid Overreliance on AI for Decision Making

While AI can provide valuable insights, it should not be the sole determinant in your decision-making process. Sales often require a human touch and emotional intelligence that AI cannot provide. Use AI as a tool to inform your decisions and speed up work processes, but ultimately, trust your team's expertise to make the final call.

Don't Let Your Reps Rely on ChatGPT Alone

While ChatGPT is excellent for everyday conversations, specialized AI tools like Motion can take sales to the next level with advanced capabilities. These tools can reduce operational overload, offer real-time guidance, and automate post-interaction tasks, ensuring that each engagement is geared towards closing deals

Additionally, it's important to remember that sales is a workflow. You don't want your reps to just randomly use ChatGPT for their one-off requests. Instead, they should consistently automate their most important tasks in a workflow that is built and run on an AI tool that uniquely understands your business, customers, tone, and preferences.

Get Started with AI Sales Reps From Motion

With Motion, you can employ an army of AI Employees to 10x your output in minutes. Utilize any of the seven AI employees mentioned in this post, or custom-build AI Employees specific to your own business needs with the help of Motion's forward-deployed engineers.