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All Journal JURNAL BARUNA HORIZON
Muhammad Wisnu Girindratama
Program Studi Akuntansi, Universitas Surabaya, Indonesia
Humanities Economics, Econometrics & Finance Environmental Science Social Sciences

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Peran Integrasi AI Dalam Meningkatkan Penjualan Di era Digital 5.0 Baramadya .; Muhammad Wisnu Girindratama; Deyka Aguilika
Jurnal Baruna Horizon Vol 9 No 1 (2026): JURNAL BARUNA HORIZON
Publisher : Sekolah TInggi Ilmu Administrasi dan Manajemen Kepelabuhan (STIAMAK) Barunawati Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52310/jbhorizon.v9i1.428

Abstract

Abstract. Sales management is undergoing a digital transformation driven by AI tools like Seamless AI and Einstein (Sales AI), which are reshaping B2B customer journeys. Grounded in dynamic capabilities theory, this study examines how B2B firms integrate AI into sales processes. We propose that marketing agility—defined by proactivity, responsiveness, and speed—mediates the relationship between AI adoption and sales team performance in uncertain markets. Furthermore, the research investigates how marketing influence and internal organizational climate moderate these dynamics. Data were gathered from B2B sales managers at firms with over 100 employees and at least $1 million in annual revenue. The findings highlight that strategic AI adoption must align with marketing agility to effectively boost firm performance. This study contributes to emerging literature on the facilitators of agility within the B2B sector.
Co-Authors Baramadya Deyka Aguilika