AI will become salespeople's colleagues in the next decade.

VTV.vn - AI is now seen as no longer just a tool, but a colleague working alongside sales staff to find emotions and trust in each transaction.

At the opening day of VSMCamp & CSMOSummit 2025, experts commented on and discussed how artificial intelligence (AI) is gradually becoming a "colleague" of the sales force, rather than just a support tool. Along with the explosion of data and personalized experiences, the future of the sales industry is opening up a period of synergy between "artificial intelligence" and "emotional intelligence".

AI – the salesperson's teammate

In his presentation "Quantum Leap in Business in the Next Decade," Mr. Nguyen Tran Quang, CEO of FutureOne Consulting, cited data from a Garner survey showing that 80% of global B2B transactions will take place online by 2025, and 69% of buyers make decisions before meeting with sales representatives. According to him, the rules of sales are being completely reshaped by AI – technology that now not only supports but also accompanies humans on three levels: augmented support, assisting selling, and complete automation.

Mr. Nguyen Tran Quang shared his thoughts at the event. Photo: Organizing Committee

While AI previously only offered product recommendations or analyzed customer data, it can now become a "strategic partner," capturing behavior, understanding psychology, and personalizing each interaction. "The salespeople of the future won't work alone. They will work in parallel with AI, relying on data to act faster, more accurately, and more emotionally," Mr. Quang said.

Adding to the discussion, Mr. Le Hong Quang, General Director of MISA , expanded on this concept through his presentation "AI Sales Agent – ​​The Salesperson Who Never Sleeps". He stated that the current generation of AI is no longer just a simple chatbot, but rather "digital employees" (AI agents) capable of handling the entire sales process, from pitching, advising, quoting, to invoicing and after-sales service.

In particular, when combined with Digital Twin technology, each employee can possess a "digital clone" of themselves – an AI system that learns from the style, language, and communication skills of a real person. Mr. Le Hong Quang believes that AI does not replace humans but frees them to focus on creativity and emotional interaction, and affirms that the future of sales is a synergy between artificial intelligence and emotional intelligence.

People and emotions remain at the center.

Most speakers at the event agreed that AI will be an indispensable tool for the sales and marketing industry in the next decade, but also argued that personalized experiences and customer emotions will play a dominant role. Mr. Le Quoc Vinh, chairman of Le Bron, stated that modern marketing is entering a "quantization" phase – where communication, sales, and customer experience activities are no longer linear, but non-linear, multi-dimensional, and deeply personalized, placing emotions and human values ​​at the center.

"The quantum age of trust is where every moment of empathy can transform the relationship between a brand and its customers. It's time for businesses to not just sell products, but to build customers' passion for the brand's mission," Mr. Vinh added.

The 9th Vietnam National Sales & Marketing Conference (VSMCamp) and the Chief Sales & Marketing Officers Summit (CSMOSummit) brought together over 1,000 experts and 60 speakers in the fields of marketing, technology, communications, and data. The event's theme was "Quantum of Sales: Technology, People, and Personalized Experiences," focusing on how businesses can leverage AI to redefine sales operations and build brand trust.

In over 40 discussions, speakers argued that the three pillars of sales in the AI ​​age are technology, experience, and trust. AI is seen as a "strategic partner" if businesses know how to place people at the center of digital transformation.

"The future is no longer a race of tools, but a relay race between humans and machines," commented Nam Nguyen, CEO of Opla CRM.

VSMCamp & CSMOSummit 2025 is an event that provides a comprehensive overview of the sales and marketing industry in the age of AI, while also inspiring innovation and collaboration among Vietnamese businesses. From sleepless "digital employees" to KIDO's "AI avatar," from questions about trust to the journey of corporate culture transformation, everything outlines a future where AI and humans work side-by-side – sharing not only data, but also emotions and mission.

Source: https://vtv.vn/ai-se-thanh-dong-nghiep-cua-nguoi-ban-hang-trong-thap-ky-toi-100251025150217419.htm