Sales leaders in the Media and Information Services (M&IS) sector are facing an ever-changing landscape. The pressure is on to grow revenue, manage increasingly complex sales cycles, and connect with a diverse and global customer base. Enter Artificial Intelligence (AI) and Generative AI (GenAI) - technologies that are changing the game. Using AI and Generative AI in sales can streamline processes, improve productivity, and help sales teams offer a more personalised, data-driven experience to clients.
This guide explores the practical ways that AI and GenAI can deliver immediate benefits to M&IS sales teams. We’ll also highlight some potential risks to watch out for and provide real-world examples to make these points come to life.
How is generative AI used in sales for M&IS organisations?
- Streamlining meeting prep: Instant, tailored customer summaries
Quick win: GenAI tools like ChatGPT Enterprise or CRM-integrated AI assistants can generate instant, context-aware summaries of customer data—whether it's a client’s past subscriptions, recent content interactions, or licensing history. This means less time spent on prep, and more time spent in meaningful conversations.
Example: Imagine a sales rep at an information and analytics firm pulling up a customised summary of a client’s content preferences right before a meeting, with key points highlighted. It’s all about entering that conversation armed with the right insights.
- More accurate forecasting: Combining data and customer sentiment
Quick win: Using platforms like Salesforce Einstein or Gong, sales teams can integrate AI-driven analysis of qualitative data (think customer feedback or conversation transcripts) with traditional forecasting models. This provides a fuller picture, improving the accuracy of revenue predictions.
Example: A sales leader at a publishing firm could use Generative AI to analyse recent client interactions, picking up on subtle cues that indicate customer dissatisfaction or interest in additional services - sharpening forecast accuracy in the process.
- Personalised outreach for renewals and upsells
Quick win: AI tools like HubSpot AI or Outreach can create highly personalised emails or business development content that resonates with individual clients. These tools use data-driven insights to tailor communication, boosting the chances of winning upsells or securing renewals.
Example: A sales rep at a research company could use GenAI to craft a personalised email recommending a new research paper or data set that’s highly relevant to a client, increasing the likelihood of upselling additional services.
- Smart data analysis: Using AI for sales prospecting
Quick win: With AI tools like Microsoft Copilot or Tableau GPT, sales teams can quickly analyse massive amounts of interaction data - spotting trends, high-value prospects, or potential churn risks. AI tools help sales teams prioritise efforts where they’ll have the greatest impact.
Example: In a content-driven business, AI might flag an account that’s been using certain digital assets more frequently, indicating a great opportunity for a follow-up on a related premium offering.
- Supercharging sales training: Real-time coaching and enablement
Quick win: Platforms like Seismic or Chorus.ai can help develop personalised training modules and provide real-time feedback on sales conversations. Using these GenAI tools in sales help reps practice with simulations and give them quick insights on how to improve their pitches.
Example: Imagine a rep at a media company using Generative AI in sales to simulate a pitch for an upsell of premium subscriptions - receiving instant feedback on tone, approach, and client engagement strategies.
Key risks to watch for in AI adoption
- Data quality and granularity
Challenge: M&IS firms often deal with vast amounts of complex, industry-specific data, from licensing terms to content usage metrics. If this data isn’t properly organised or structured, GenAI tools can miss the mark.
Solution: Use GenAI to help clean and organise data, automating tasks like customer categorisation, matching names across systems, and tagging content by customer segment.
- Privacy and compliance
Challenge: M&IS companies handle sensitive customer data, which makes privacy and compliance a major concern. Any mishandling can lead to reputational damage or legal issues.
Solution: Ensure robust data protection measures are in place. Choose GenAI tools that comply with regulations such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States, and regularly audit these tools for security.
- Bias in GenAI models
Challenge: GenAI models are only as good as the data they’re trained on. If the data is biased, the insights and predictions they generate will be, too. This is especially important in the diverse, global customer base of M&IS firms.
Solution: Regularly audit GenAI tools for bias. Use diverse training datasets and ensure models are evaluated for fairness, accuracy, and inclusivity across different customer segments.
- Workforce adoption concerns
Challenge: Sales teams may worry that GenAI will replace their jobs or add to their workload. Getting buy-in from the team is essential to successful GenAI adoption.
Solution: Emphasise that GenAI is here to help, not replace. GenAI can automate time-consuming tasks, leaving salespeople free to focus on building relationships and closing high-value deals. Reassure teams that this is about enhancing their capabilities, not taking their jobs.
- Technology misuse and overreliance
Challenge: Using GenAI in sales should be used to assist teams, not replace the personal touch that’s so vital in high-value sales. Overreliance on GenAI can lead to missteps or alienate clients.
Solution: Set clear guidelines for GenAI use. Ensure human oversight remains at the heart of critical interactions, especially with complex client needs or high-stakes negotiations.
Conclusion
Using AI and Generative AI in sales has the potential to transform how teams in the Media and Information Services sector operate -boosting productivity, enhancing client relationships, and driving new revenue opportunities. By starting with practical, high-impact use cases and building from there, sales leaders can unlock significant benefits while avoiding common pitfalls.
If you’re ready to explore how AI can elevate your sales operations, get in touch and let’s start the conversation.