Chatter about AI sales coaching has been blowing up my LinkedIn feed lately.

The claims are attention-grabbing, with promised paybacks ranging from a 40% to 400% increase in sales win rates.

AI sales coaching utilizes artificial intelligence to provide sales teams with real-time, personalized guidance and feedback, enhancing their skills and performance through automated analysis and tailored training

Tempted to roll out the chequebook? Not so fast. These claims remind me of those gym brochures featuring an aesthetically pleasing, sculpted individual with the caption, "This could be you for just $99 a month." We all know the real results don’t happen in the first month—it’s about consistency, long-term habits, and discipline.

When I reflect on AI sales coaching, the concept is undoubtedly gold, but it also raises important questions that leaders must address:

• Sales reps often hate role-playing. Why would they embrace AI sales coaching?

• Some organizations track coaching as a KPI through Salesforce logs or diaries. With AI coaching, how do we prevent "tick-the-box" habits and create impactful practices? More importantly, how does the manager’s role evolve—shifting from task tracking to complementing AI with context and emotional intelligence?

• Where does AI coaching intersect with the customer journey map and at what stage should it be focused?

• How will organizations embed their corporate language and values into this new framework?

• Can we trust that the advice provided by AI is contextualized and aligned with our company goals and values?

The potential is real for organizations prepared to adapt.

For those willing to build the change practices around it, AI sales coaching offers exciting possibilities:

1. Remove bias: AI analyzes performance and feedback objectively, helping leaders avoid common coaching pitfalls.

2. Bolster managers’ efforts: Free managers from repetitive tasks, letting them focus on personalized guidance and strategic decision-making.

3. Better prepare reps: Offer scalable, consistent, and on-demand practice for reps to refine their pitches.

4. Hyper-target coaching: Tailor coaching to everyone’s strengths and gaps instead of relying on one-size-fits-all advice.

But a word of caution: with the flood of generalized AI content we encounter daily, organizations need to ensure these tools don’t turn their salespeople into AI-driven robots—sacrificing genuine human connection for automation.

AI sales coaching is a game-changer—but success depends on thoughtful implementation. Organizations should start with pilot programs, identify clear metrics for success, and focus on complementing AI with human expertise. By balancing automation with authenticity, businesses can unlock the full potential of AI coaching while retaining the human connection that drives great sales outcomes.