Artificial intelligence is reshaping how sales teams prospect, qualify and close deals. However, while AI can enhance efficiency through data analysis and automation, sales at its core is largely driven by the relationships salespeople build with clients. As AI technology continues to evolve and become more sophisticated, dependence on these tools will likely grow at the cost of human involvement in the sales process—unless actions are taken in advance to maintain human-centered relations.

The members ofForbes Business Councilare navigating the changes AI has brought to the ways sales teams interact with customers. Here, 18 of them discuss how sales leaders can effectively balance human relationships with automation to maintain authenticity while scaling efficiency.

1. Preserve The Human Touch

AI should handle the busywork, not the bond-building. Sales leaders can automate prospecting, scoring and follow-up interactions, but I recommend keeping the human touch for trust, nuance and high-stakes conversations. The balance comes from using AI to create more time for real relationships. Authenticity scales when humans focus on meaning and machines handle the mechanics. -Ali Bayat,Nila Global

2. Avoid The Urge To Automate Everything

We must operationalize technology to enhance the human experience, but our natural disposition to automate authenticity and enhance a balance sheet is a one-way, dead-end street. Passion is still felt inside of meeting rooms. Leaning into that feeling in the moment will forever result in evergreen outcomes. Using technology to bridge knowledge gaps and enhance human outputs is how we win. -Dan Bolsen,AffirmedRx, PBC

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3. Set Clear Boundaries

Sales leaders need to set clear boundaries. Use automation to enhance speed and insight, but keep humans at the center of relationship-building. Personalized outreach, thoughtful listening and authentic conversation still close deals. When technology makes you more prepared and more responsive, your authenticity scales naturally. -Lauren Patterson,That Random Agency

4. View AI As A Tool

AI doesn’t replace human connection; it strengthens it. The smartest sales teams utilize AI to surface patterns and insights that no human could spot. That knowledge should then be leveraged so that teams can show up more prepared, relevant and personal. Automation clears the noise so people can focus on empathy, insight and real connection, which builds trust. -Jason VandeBoom,ActiveCampaign

5. Have Teams Handle Nuance

We utilize AI to handle the noise so teams can focus on the nuance. By automating prospecting, qualification and data entry, we free teams to deepen trust and generate insights, which are the parts machines can’t replicate. Efficiency scales through people who have now been afforded the time to connect with intent and purpose. It has been a real game-changer for us. -Kat Marie Alvarez,KATALYST & Co.

6. Leave Humans In Charge Of ‘Why’ And ‘How’

AI should orchestrate the “who,” “where” and “when” of sales, driving precision in targeting, lead scoring and next-best actions across channels. At the same time, humans should focus on the “why” and “how.” The most effective sales models use AI to scale reach and insight yet preserve authenticity through empathy, trust and nuanced judgment that only people can deliver. -Ashish Kumar Srivastava, Revantage

7. Encourage Relationship-Building Efforts

AI gives sales teams the insights to identify rational customer needs and fulfill orders efficiently. However, it can’t replace curiosity and attentive listening. These are the uniquely human skills representatives must possess to uncover the emotional wants that drive satisfaction and loyalty. Sales leaders must prioritize these authentic relationship-building skills. Otherwise, customers will come and go. -Cindy Machles,Glue Advertising and Public Relations

8. Prioritize Adding Value For Customers

The approach I suggest is to use AI everywhere it adds value for the customer. If an AI agent helps the customer find the best solution for their problem or learn how to use the product more efficiently, use it. Many customers would appreciate efficiency more than personal touch, and the sales process for those customers can be fully automated. -Gaidar Magdanurov,Acronis

9. Encourage Personal Ownership Of AI Usage

Sales leaders must emphasize personal ownership of AI usage. When using AI, determine whether a salesperson would send this normally. Would they say that normally? Does it reflect who they are and who the company is? If not, AI should be avoided. -Jordan Brannon,Coalition Technologies

10. Hold On To Human Judgment

AI is changing the way qualified leads are identified and engaged. Both ends of the sales process have become increasingly automated, which means meaningful connections only happen when the underlying systems are aligned and trained to recognize each other. Humans should use these tools to enhance efficiency, but not to replace judgment. Don’t let AI become your CEO. -Ari Raptis,National Secure Transport

11. Augment Empathy

AI should handle data while humans handle depth. Automation can qualify leads, but only empathy can close them. At Mindful Career, we use AI to surface intent and timing—then let our team focus on connection, storytelling and nuance. The future of sales isn’t replacing the human touch; it’s amplifying it with intelligence. -Miriam Groom,Mindful Career

12. Embed Intention Into Actions

AI should make relationships deepen, not disappear. We use it to prepare smarter conversations, personalize outreach and remove administrative work, but trust is still built on a human-to-human level. The best balance is when automation handles speed and accuracy while people handle empathy, context and closing with intent. -Chad Angle,Reputation Defender

13. Blend Efficiency With Trust

Instead of replacing salespeople, AI should replace inefficiency. The real opportunity for sales leaders right now is learning how to scale intelligently without eroding the human trust that actually closes deals. While AI creates efficiency, humans create the connection, authenticity and empathy that builds trust. You need both in business. -Cris Cawley,Game Changer Publishing

14. Devote Freed-Up Time To Customer Relationships

AI should enhance connection, not replace it. By allowing us to spend less time chasing down data, tracking tasks or managing endless emails, using AI strategically frees up our employees to focus on the higher-value interactions that build or strengthen relationships. Our philosophy is to be ruthlessly efficient in our work behind the scenes and generous with the time we spend with clients. -Amy Powell,AimWell Financial

15. Combine Data-Driven Clarity With Curiosity

Rather than impersonating empathy, AI should scale intelligence. We use automation for precision when qualifying leads, surfacing insights and timing outreach, but humans still deliver the story. Authenticity comes from intent. The best sales teams blend data-driven clarity with genuine curiosity. -Meghna Deshraj,Bullzeye Global Growth Partners

16. Include Frontline Staff And Clients In Change Processes

There are certain aspects in the client experience that do not change, no matter the magnitude of the change. Integrate the human experience into the process by actively including and sustaining the voice of frontline employees and clients in the reshaping process. Solicit their feedback on nonnegotiable elements. We often see failure happen due to insufficient input from frontline staff and clients. -Loubna Noureddin,Mind Market

17. Develop Personalized Outreach

As AI takes over communications, the human touch will become more of a differentiator. Sales teams can use AI, but shouldn’t over-rely on it. Use it to create personalized AI-generated templates for each lead and outreach flow. Let the individual you’re contacting know that there’s a person behind the screen! -Emily Reynolds,R Public Relations

18. Bring Trust, Empathy And Conviction Into Conversations

AI can accelerate efficiency, but it must never replace belief-driven connections. Sales leaders must ensure automation serves the client relationship, not the other way around. AI should be used to sharpen focus and free up time, but ensure there’s trust, empathy and conviction behind every conversation, as that’s what builds legacy and drives sustainable results. -Richard Tyler,Richard Tyler International, Inc.®