How AI in Sales Is Evolving: Insights from Salesloft London Event
Estimated reading time: 4 minutes
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One of the standout themes at SalesLove London 2025 by Salesloft was the strength of customer advocacy. Hearing directly from users about how they incorporate tools into their sales processes offered valuable real-world perspective.
There’s no substitute for hearing real people share what’s working for them in practice. These stories cut through the noise and remind us that while technology evolves rapidly, the outcomes it enables are what ultimately matter.
For anyone exploring AI in sales or the broader world of sales technology, the message was clear: tools are only as effective as the thinking and execution behind them.
The Real Role of AI in Sales Today
As expected, AI in sales was a central theme throughout the event. Much of the discussion centred around automation, process efficiency, and reducing the day-to-day admin that often slows teams down.
But beyond the product sessions and demos, what resonated most was the growing recognition that balance is essential.
AI can transform the speed and quality of sales execution, but only when implemented thoughtfully. When teams rely too heavily on automation, there’s a risk of unintentionally weakening the very capabilities that define strong selling.
Why strategic thinking can’t be automated
Across the industry, there’s a rising awareness that if AI handles too much of the process, salespeople risk losing critical skills, including:
Commercial judgement
Business-value understanding
Strategic reasoning
Personalised communication
Curiosity and exploratory questioning
If sellers rely exclusively on AI to write emails, prepare outreach, or summarise engagements, the long-term impact could be a de-skilling of sales talent and an increase in generic, undifferentiated messaging.
The takeaway is simple: AI in sales should enhance human thinking, not replace it.
Where AI in sales genuinely adds value
When used intentionally, AI strengthens performance in several high-impact areas:
Accelerated research supported by human interpretation
Better preparation for conversations and meetings
Automated admin, freeing time for higher-value tasks
More relevant outbound strategies, when guided by human insight
The message woven through many sessions was clear:
AI should accelerate relevance, not remove the human element behind it.
Why Face-to-Face Still Wins
Beyond the sessions, the opportunity to meet peers, partners, and prospects in person was invaluable. The informal conversations throughout the day – and the connections formed during the evening gathering – reinforced the continued importance of human interaction.
In a world increasingly shaped by AI and automation, these moments of genuine connection matter more than ever. They spark ideas, build trust, and open doors in ways digital interactions often can’t replicate.
For all the progress being made with AI in sales, real conversations remain one of the most powerful tools in the seller’s toolkit.
Final Thoughts
SalesLove London 2025 highlighted both the excitement and the responsibility that come with the rise of AI in sales. The event reaffirmed a few timeless truths:
- Customers influence buying decisions in a uniquely powerful way
- AI accelerates performance, but it can’t replace commercial judgement
- Human-led selling – rooted in curiosity, insight, and connection – still drives the greatest outcomes
At durhamlane, we’re committed to building AI solutions that empower salespeople, not overshadow them. I’m looking forward to sharing more about Jordy and how we’re using AI to support smarter, more effective selling.
If you’re exploring how to integrate AI in sales into your strategy – or want to understand what’s working for teams today – let’s talk.
