Sales managers' perceptions of interpersonal communication competence in leading AI-integrated sales teams

Abstract

Adoption of artificial intelligence (AI) is no longer the issue for most professional organizations—the question is how to integrate it into the functions and organizational processes. Considering the current integration of AI in work processes, the requirements for sales managers' interpersonal communication competence (ICC) are likely to be modified. However, research on sales management competencies is surprisingly scarce. This longitudinal case study investigates sales managers' perceptions of their ICC needs in leading AI-integrated sales teams in the financial sector. During the years 2019–2024, 35 expert interviews with sales managers were collected from one of Scandinavia's largest financial groups. The findings indicate that AI system integration brought benefits, concerns and communication challenges to sales managers' job content. The main components related to sales managers' ICC in leading AI-integrated sales teams encompass both traditional competencies (motivation, knowledge, communication skills, and adaptability) but also include contextual AI factors and a concern for ethical reflectivity. A component model of managerial interpersonal communication competence in AI-integrated teams (MICCAIT) is produced and its implications are examined. Given the greater reliance on technology, sales managers may increasingly need to place greater emphasis on their empathy and people-oriented skills for the human employees remaining in the workplace.