What I delegate to AI and what I don't (and why I'm not afraid)

I’ve worked in media and sales since 2011, and since early 2026 I’ve run my sales process with Claude. I hand AI the work that moves information: researching, taking notes, checking and building documents. I keep what selling actually is: listening to the client and staying with them until they decide. And I’m not afraid it will replace me; as I like to say, AI puts us on steroids.

What I describe here is how I work today, including what already works and what I’m still testing.

Will AI replace salespeople?

I don’t think so, because selling was never just about moving information. I come from advertising, where the job was building relationships, and no tool automates that.

AI is very good at preparation. It lets me get on a call knowing who I’m talking to, with the full file and the history at hand. But I’m the one on the call. Reading what the client doesn’t say, knowing when to push and when to wait, the trust built over several conversations: all of that still depends on me.

What do I delegate to AI?

Everything that used to take time away from clients and didn’t require sales judgment.

Task	Before	Now
Prospecting	Researching by hand who was writing	Claude builds the lead’s context in minutes
Notes	A notebook nobody ever typed up	Granola records and Claude fills in the file in Notion
Checks	Relying on remembering everything	Claude checks nothing is missing before I ask for the estimate
Proposals	Slides built by hand	Built in Claude Design, with the right branding
CRM	Updated on Fridays, if at all	Every step updates the deal in HubSpot

What changed in practice?

I don’t share figures, because they belong to the company and its clients. But the change shows in four things:

• I get on every call with the lead’s full context: who they are, what they asked for and what we discussed before. The first question is no longer “remind me where you were?”.
• Proposals go out faster and without branding or scope mistakes, because the checks no longer depend on my memory.
• The CRM is up to date without me spending time on data entry. It updates while I work.
• I spend more time with clients and less with tools, which is, in the end, what I’m paid for.

What don’t I delegate?

I have four principles I don’t compromise on:

• AI prepares, I decide. Nothing reaches a client without me reading it.
• The calls are mine. Granola takes the notes so I can listen.
• Context beats the prompt. The quality of the result depends on how well I taught it where to look.
• Relationships don’t get automated. The time I free up goes to seeing clients, not to sending more emails.

The last one matters most. If AI saves you hours and you use them to send three times as many generic emails, you haven’t gained anything. That time has to go back into the relationship.

What changes for salespeople?

How time gets split changes: less copying and pasting between tools, more quality conversations.

And I think something bigger changes too. With AI, more and more things will be created and sold: products, services and projects that weren’t made before because they were too expensive or too slow to put together. Someone will need to understand each client and guide them, and that’s the salesperson’s job.

I also think salespeople will have more of a voice. More and more of us will be talking about what we do and how we do it, and this blog is my attempt.

How do you start if you lead a team?

1. Start with yourself. Use it for a few weeks in your own work and you’ll know what to ask of the team and what not to.
2. Pick a process that moves a lot of information and needs little judgment, like preparing calls, organizing notes or keeping the CRM up to date.
3. Connect it to where the information lives: email, the CRM and your documents. With that context it stops being a demo and becomes a working tool.
4. Write down what won’t be automated. That limit protects your clients and gives the team peace of mind.
5. Decide where the time you free up goes. If it goes back to clients, it worked. If it turns into more generic emails, it didn’t.

If you want to see what all this looks like on the inside, with connectors, skills and Notion as memory, it’s in Behind the process.

How do I see the future of sales?

I look at the future of sales with hope. For a salesperson who understands their clients, AI takes away the work that wasn’t really selling.

I’m grateful I chose sales at the start of my career. Today, with AI, I enjoy this job more than ever.

If you’re bringing AI into your company or your team and want to compare notes, get in touch. I’d like to meet people working on the same thing.