AI in sales: Environmental, behavioral, and technological drivers of adoption in an emerging market

Abstract

Artificial Intelligence (AI) is transforming marketing and sales by enhancing data processing, enabling personalized customer interactions, and optimizing workflows. It improves lead qualification and sales engagement, offering firms a competitive advantage. Yet, persistent gaps remain in understanding how micro-level behavioral factors interact with external pressures to shape adoption. This study addresses the question: How do external environmental conditions, behavioral intentions, and technology perceptions jointly influence the adoption and impact of AI in sales? Drawing on survey data from 108 Chilean firms and employing Partial Least Squares Structural Equation Modeling (PLS-SEM) alongside Necessary Condition Analysis (NCA), the findings reveal that behavioral intentions are central to AI adoption, with perceived usefulness and perceived behavioral control emerging as key determinants. By integrating significance and necessity testing, the study advances theory on technology acceptance while offering actionable insights for managers. It underscores the importance of aligning technical capabilities with human and organizational factors to ensure effective AI integration in sales strategies.