{"id":39156,"date":"2026-07-23T11:02:11","date_gmt":"2026-07-23T10:02:11","guid":{"rendered":"https:\/\/www.hult.edu\/blog\/?p=39156"},"modified":"2026-07-23T11:01:58","modified_gmt":"2026-07-23T10:01:58","slug":"ai-automation-risks-salesbot","status":"publish","type":"post","link":"https:\/\/www.hult.edu\/blog\/ai-automation-risks-salesbot\/","title":{"rendered":"Failed Deployment: What\u00a0an\u00a0AI\u00a0Salesbot\u00a0Could Cost\u00a0You\u00a0"},"content":{"rendered":"

The numbers are staggering\u00a0and accelerating. Worldwide AI spending\u00a0<\/span>reached $1.65 trillion in 2025.<\/span><\/a> It is forecast to hit 2.52 trillion USD this year and is on track to surpass 3.3 trillion USD by 2027. Enterprise boardrooms from London to Singapore are racing to deploy AI across every function they can. Sales, with its friction, its inconsistency, and its dependence on expensive human talent, is near the top of every automation wish list.<\/span><\/p>\n

Yet, this relentless pursuit of automation often overlooks a fundamental truth: successful deployment hinges not just on technological capability, but on the intricate (and very human) dynamics of customer trust, built through communication, critical thinking, and collaboration\u2014things that simply cannot be automated.<\/span><\/p>\n

And therein lies the problem: the customers.<\/span>\u00a0<\/span><\/p>\n

AI automation risks: The gap between industry experts and the public<\/span><\/b>\u00a0<\/span><\/h2>\n

Pew Research Center<\/span><\/a>\u00a0found that 50% of Americans say AI makes them more concerned than excited\u2014up from 37% in 2021. Only 10% say they are more excited than concerned. The chasm between experts and the public is remarkable: 47% of AI professionals describe themselves as more excited than concerned.\u00a0<\/span>\u00a0<\/span><\/p>\n

A\u00a0<\/span>YouGov survey<\/span><\/a>\u00a0put the numbers in even starker terms: only 5% of Americans say they trust AI \u201ca lot,\u201d while 41% express outright distrust.\u00a0Fewer than one in five would trust an AI system to\u00a0make a decision\u00a0or take\u00a0an action\u00a0on their behalf, and 77% are concerned that AI could pose a threat to humanity. In financial services,\u00a0only\u00a020% of Americans\u00a0say they\u00a0trust AI\u00a0at least\u00a0\u201csomewhat,\u201d\u00a0while\u00a048%\u00a0say they\u00a0do not\u00a0trust it much or at all.\u00a0<\/span>\u00a0<\/span><\/p>\n

Meanwhile,\u00a0<\/span>Salesforce\u2019s research<\/span><\/a>\u00a0showed a sharp year-on-year decline in the share of customers who trust companies to use AI ethically. And even the Salesforce CEO has publicly acknowledged<\/a> that AI innovation is \u201c<\/span>far exceeding<\/span>\u201d customer adoption\u2014a remarkable admission from\u00a0a company betting billions\u00a0on the technology.<\/span>\u00a0<\/span><\/p>\n

So here is the tension no one wants to say\u00a0out loud:\u00a0<\/span>we are pouring unprecedented capital into AI at precisely the moment\u00a0consumers\u00a0trust it the least.\u00a0Consumer sentiment toward AI is deteriorating, not improving, even as AI capabilities are improving.\u00a0<\/span>\u00a0<\/span><\/p>\n

However, the rejoinder is always that AI will improve\u2026<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

\u201cWe are pouring unprecedented capital into AI at precisely the moment consumers trust it the least.\u201d\u00a0<\/span><\/p><\/blockquote>\n

 <\/p>\n

A\u00a0thought\u00a0experiment:\u00a0Establishing\u00a0AI\u00a0boundaries<\/span><\/b>\u00a0<\/span><\/h2>\n

Imagine a perfect AI\u00a0salesbot.<\/span>\u00a0<\/span><\/p>\n

Not the clunky chatbot\u00a0you\u00a0encounter\u00a0on most webpages. A genuinely perfect one. It never lies. It never hallucinates. It has complete product knowledge, responds instantly at any hour, never chases commissions, and is indistinguishable from a human in conversation.<\/span>\u00a0<\/span><\/p>\n

Across every metric that executives typically care about, from accuracy and availability to scalability and cost, this bot is superior to your best human rep\u00a0(assuming token costs are lower,\u00a0and will remain so, than the cost of humans).\u00a0So why, when a procurement director is evaluating a seven-figure software contract, would they hesitate?<\/span>\u00a0<\/span><\/p>\n

The answer reveals something important about what selling actually is.<\/span>\u00a0<\/span><\/p>\n

In high-stakes\u00a0transactions, accuracy is necessary but not sufficient. The buyer’s real problem\u00a0isn’t\u00a0whether the information is correct\u2014it’s\u00a0whether they can\u00a0<\/span>trust the source<\/span><\/b>. And trust, in markets defined by information asymmetry,\u00a0where sellers know\u00a0things\u00a0buyers\u00a0don’t,\u00a0is not built through correct answers alone.\u00a0It’s\u00a0built through credibility, accountability, and\u00a0the knowledge\u00a0that someone, a\u00a0<\/span>real\u00a0<\/span><\/b>person<\/span><\/b>\u00a0with a reputation and a career on the line, will be held responsible when reality diverges from the proposal.<\/span>\u00a0<\/span><\/p>\n

A bot cannot be held\u00a0personally\u00a0responsible\u00a0in the same way that a\u00a0human\u00a0is.\u00a0AI\u00a0can be updated,\u00a0manipulated,\u00a0scaled, or switched off. And buyers know it.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

\u201cThe buyer’s real problem\u00a0isn’t\u00a0whether the information is correct\u2014it’s\u00a0whether they can\u00a0<\/span>trust the source. AI\u00a0can be updated,\u00a0manipulated,\u00a0scaled, or switched off. And buyers know it.\u201d\u00a0<\/span>\u00a0<\/span><\/p><\/blockquote>\n

Not\u00a0all\u00a0deals\u00a0are\u00a0created\u00a0equal<\/span><\/b>\u00a0<\/span><\/h2>\n

Despite AI automation risks, AI does belong\u00a0in\u00a0the sales stack<\/strong>. The question is\u00a0<\/span>where<\/span><\/i>.<\/span>\u00a0<\/span><\/p>\n

B2B purchasing research distinguishes between\u00a0<\/span>three types of buying situations<\/span><\/a>:\u00a0<\/span>
\n1.\u00a0Straight rebuy\u00a0(routine reordering of familiar products)<\/span>
\n2.\u00a0Modified rebuy (changing specs or vendors)<\/span>
\n3. New task (novel, complex, high-stakes purchases).\u00a0<\/span>\u00a0<\/span><\/p>\n

These categories tell you\u00a0almost everything\u00a0you need to know about where AI can help and where it can harm.<\/span>\u00a0<\/span><\/p>\n

In a straight rebuy<\/span><\/b>, AI excels. The buyer already knows what they want. Information asymmetry is low. The sales function here is\u00a0essentially transaction\u00a0processing, and AI can do that faster, more accurately, and more consistently than any human. This is where automation delivers on its promise.\u00a0In most\u00a0firms,\u00a0the e-commerce platform already delivers here, so AI is adding marginal value.<\/span>\u00a0<\/span><\/p>\n

In a modified rebuy or new task<\/span><\/b>, the calculation flips. Here, the buyer is navigating uncertainty, evaluating unfamiliar risks, and often managing internal politics across multiple stakeholders.\u00a0They’re\u00a0not just buying a product\u2014they’re\u00a0buying risk reduction and the reassurance that when things go sideways\u00a0(and in complex implementations, they often do), there is a human counterpart who will exercise judgment and absorb accountability. A bot can draft proposals and configure options, but it cannot sit across the table and say,\u00a0<\/span>\u201cI’ll own this.\u201d<\/span><\/i>\u00a0<\/span><\/p>\n

The irony is that as the price tag rises and the stakes grow, buyers\u2019 preference for human interaction and accountability rises with it. The more a deal matters, the more a buyer wants someone they can call, escalate to, and hold responsible. AI deployment enthusiasm and buyer trust preferences are pulling in opposite directions, and the gap widens precisely where it hurts most.<\/span>\u00a0<\/span><\/p>\n

The\u00a0disclosure\u00a0trap<\/span><\/b>\u00a0<\/span><\/h2>\n

Then\u00a0there’s\u00a0the problem that no AI vendor marketing deck likes to mention:\u00a0<\/span>what do you do about disclosure?<\/span><\/b>\u00a0<\/span><\/p>\n

If you tell buyers\u00a0upfront\u00a0that\u00a0they’re\u00a0talking to an AI\u00a0bot,\u00a0<\/span>research shows<\/span><\/a>\u00a0that\u00a0purchase\u00a0outcomes can decline significantly.\u00a0People perceive bots as less empathetic and less knowledgeable, regardless of whether that’s actually true.\u00a0They share less sensitive\u00a0context\u00a0(budget constraints, internal politics, competitive anxieties) that is often decisive in closing complex deals.<\/span>\u00a0<\/span><\/p>\n

If\u00a0you\u00a0don’t\u00a0disclose,\u00a0you’re\u00a0sitting on a\u00a0trust\u00a0bomb. The moment a buyer discovers the \u201cperson\u201d\u00a0they’ve\u00a0been building a relationship with is an AI, the sense of manipulation can undo months of rapport, and with it the renewal, the expansion, and the\u00a0referral.<\/span>\u00a0<\/span><\/p>\n

There’s\u00a0no clean exit from this dilemma. In complex sales, the seller cannot win the disclosure problem.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

\u201cIf you tell buyers upfront that they’re talking to an AI bot, <\/span>purchase\u00a0outcomes can decline significantly.\u201d\u00a0\u00a0<\/span><\/p><\/blockquote>\n

When the\u00a0market\u00a0itself\u00a0becomes the\u00a0enemy<\/span><\/b>\u00a0<\/span><\/h2>\n

Here’s\u00a0where it gets more systemic. Even a genuinely trustworthy AI\u00a0salesbot\u00a0doesn’t\u00a0operate\u00a0in isolation\u2014it\u00a0operates\u00a0in a market increasingly flooded with fraudulent ones.<\/span>\u00a0<\/span><\/p>\n

The\u00a0<\/span>FBI has explicitly warned<\/span><\/a>\u00a0that AI-generated text, voice, and video are being weaponized to make financial fraud more believable and to industrialize persuasion. Voice cloning, deepfakes,\u00a0and\u00a0spoofed\u00a0vendor bots are not science fiction. They are documented and growing.<\/span>\u00a0<\/span><\/p>\n

The result is a\u00a0\u201clemons\u201d\u00a0market problem, first\u00a0identified\u00a0by economist\u00a0<\/span>George Akerlof<\/span><\/a>: when buyers cannot distinguish good-faith actors from bad actors, they rationally become suspicious of all actors. Your perfect, ethical, governed AI\u00a0salesbot\u00a0is being pooled in buyers\u2019 minds with\u00a0scam\u00a0infrastructure that looks identical on the surface. The verification costs that AI was supposed to eliminate come roaring back: buyers demand live video calls, third-party attestations, legal review, and confirmed identities precisely because the AI channel has become a vector for fraud.<\/span>\u00a0<\/span><\/p>\n

The efficiency gain disappears. The trust deficit\u00a0remains.<\/span>\u00a0<\/span><\/p>\n

What this means for today\u2019s business leaders (and future ones)<\/span><\/b>\u00a0<\/span><\/h2>\n

This is not an argument against AI in sales.\u00a0It’s\u00a0an argument for honesty about what AI can and cannot do, and what deploying it carelessly costs\u00a0you.<\/span>\u00a0<\/span><\/p>\n

Trust, brand loyalty, and long-run account value are not soft metrics. They are the revenue you\u00a0haven’t\u00a0booked yet. When\u00a0<\/span>KPMG’s global research<\/span><\/a>\u00a0shows a declining share of people who believe AI’s benefits outweigh its risks,\u00a0that’s\u00a0not a PR problem.\u00a0It’s\u00a0a commercial one. Customers who feel manipulated or surveilled\u00a0don’t\u00a0churn quietly. They talk.<\/span>\u00a0<\/span><\/p>\n

The firms that will win the next decade are not the ones that automate the most. Instead,\u00a0they’re\u00a0the ones that deploy AI where it genuinely serves buyers,\u00a0maintain\u00a0human accountability where it genuinely matters, and build the kind of trust that no chatbot can manufacture at scale.<\/span>\u00a0<\/span><\/p>\n

As a practitioner, the question to ask is not\u00a0<\/span>\u201cCan we automate this?\u201d<\/span><\/i>\u00a0It\u00a0almost certainly\u00a0can be automated. The better question is\u00a0<\/span>\u201cWhat do we risk losing when we\u00a0automate this?\u201d<\/span><\/i>\u00a0As a student entering a business world saturated with AI hype, the most valuable\u00a0thing\u00a0you can develop is the judgment to know the\u00a0difference.\u00a0And that judgment is uniquely\u00a0human\u2014supported\u00a0by what we call the\u00a0<\/span>5 Cs at Hult<\/span><\/a>: critical thinking, creativity, communication, collaboration,\u00a0and curiosity.\u00a0These\u00a0are the skills that\u00a0can\u2019t\u00a0be automated\u00a0and have ever-increasing value\u00a0for exactly that reason.\u00a0<\/span>\u00a0<\/span><\/p>\n

Over 1.5 trillion USD is already committed to the AI spending boom. What isn’t settled yet is whether the investment will translate into relationships customers actually want, or a flood of sophisticated interactions that buyers learn, rationally and correctly, to distrust.<\/span>\u00a0<\/span><\/p>\n

That choice is still being made. Make it deliberately.<\/span><\/p>\n

 <\/p>\n

\u201cThe firms that will win the next decade are not the ones that automate the most. They’re the ones that deploy AI where it genuinely serves buyers, maintain human accountability where it matters, and build the kind of trust that no chatbot can manufacture.\u201d\u00a0 <\/span>\u00a0<\/span><\/p><\/blockquote>\n

_______________________<\/span>
\n\u00a0<\/span><\/p>\n

With AI fluency and the ability to strategically automate increasingly in demand, Hult has recently launched the AI Lab as a core component of our master\u2019s and MBA programs. We understand AI automation risks and the critical value of keeping a human in the loop. That’s why the Hult AI Lab focuses not only on tools and technical capabilities, but on the core human skills that make the difference between successful and failed deployment. <\/span><\/i>Find out more about the Hult AI Lab\u00a0on our website<\/span><\/i><\/a>.<\/span><\/i>\u00a0<\/span><\/h3>\n","protected":false},"excerpt":{"rendered":"

The numbers are staggering\u00a0and accelerating. Worldwide AI spending\u00a0reached $1.65 trillion in 2025. It is forecast to hit 2.52 trillion USD this year and is on track to surpass 3.3 trillion…<\/p>\n","protected":false},"author":281,"featured_media":39167,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[114],"tags":[181,914,183,175,205],"yoast_head":"\nAI Automation Risks: What a Salesbot Could Cost You<\/title>\n<meta name=\"description\" content=\"Hult professor Matt Fisher explores AI automation risks and how successful deployment hinges on more than\u00a0technological\u00a0capability.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI Automation Risks: What a Salesbot Could Cost You\" \/>\n<meta property=\"og:description\" content=\"Hult professor Matt Fisher explores AI automation risks and how 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