The Best Way to Use AI in Sales in 2026

AI can make the work around sales faster and easier—but it cannot do the job of selling for you. In this video, I explain how I use AI in sales to improve speed, consistency and efficiency without allowing it to replace the human conversations that build trust. After more than 46 years in sales and business—and personally generating more than £50 million in sales—my view is simple: AI is not a magic button. Used well, it can become an exceptionally useful assistant inside a properly designed sales process. Used badly, it can make unclear messages, poor follow-up and weak processes spread faster. In this episode, you’ll discover: Where I draw the line between using AI and relying on it Why trust may become even more important as AI becomes more widespread How AI and automation can support an enquiry from first response to follow-up Which parts of the sales conversation still need a real person Why I use a major CRM platform instead of chasing every new AI tool How AI can free the business owner to spend more time where human judgment and experience matter most The aim is not AI instead of selling. It is AI supporting a clear, repeatable and trust-led sales process. 📌 Timestamps: 00:00 - AI won’t sell for you 01:22 - Using AI versus relying on it 03:05 - The truth behind the AI sales hype 04:34 - Build the sales process before adding AI 05:29 - How AI can protect every new enquiry 06:35 - Where the human being should take over 07:33 - AI returns to its role as the assistant 08:27 - Keeping up with AI without chasing every tool 09:44 - The best way to use AI in sales 👉 Find your biggest sales opportunity with my free Sales Growth Diagnostic here: https://trustinsales.com/sales-diagno... It will help you identify where your biggest opportunity may be to convert more enquiries into paying clients—and where a stronger process, CRM, automation or AI could make the greatest difference. Check out the previous video in this series: 👉 If I Wanted to Add £100K in Sales, I’d Build This System:    • If I Wanted to Add £100K in Sales, I'd Bui...   check out the previous videos: 👉 I Stopped Saying 'Just Checking In' (And Made £360,000):    • I Stopped Saying 'Just Checking In' (And M...   👉 I Gave The Perfect Pitch. Then They Ghosted Me:    • I Gave The Perfect Pitch. Then They Ghoste...   👉 80% of Sales Are Lost in the First 10 Minutes (Fix This):    • 80% of Sales Are Lost in the First 10 Minu...   👉 I Almost Got Fired. Then I Sold £50M. Here’s How:    • I Almost Got Fired. Then I Sold £50M. Here...   👉 I Walked Away From a £60,000 Deal. The Salesman Made This Mistake:    • I Walked Away From a £60,000 Deal. The Sal...   📚 Recommended Reading: The Personalization Code Sales Method: https://www.amazon.co.uk/Personalizat... Connect with Peter: Website: https://www.trustinsales.com Facebook: / trustinsales Instagram: / trust_insales DISCLOSURE The content shared on this channel is based on personal experience, professional expertise and real-world results achieved over many years in sales and business. While the strategies and frameworks discussed are designed to improve sales performance, individual results will vary depending on factors including effort, experience, market conditions, existing sales process, market demand, quality of enquiries and implementation. Nothing in this content should be interpreted as a guarantee of specific results, sales growth or earnings. All information is provided for educational and informational purposes only and should not be considered financial, legal or business advice. You are responsible for your own decisions, actions and results.