How AI Will Impact Revenue-Focused Jobs

We’ve probably all asked ourselves these questions. Will my job still exist in a few years? How many of my daily tasks will AI be able to cover? How much will my job change in five, ten or fifteen years? The rapid advancement of artificial intelligence (AI) is mind-blowing and scary at the same time, so these questions are extremely valid right now.

According to the World Economic Forum's Future of Jobs Report 2025, changes in AI, the cost of living, and the green transition are having a profound impact across industries – which we already knew. However, they’ve provided a comprehensive overview of what to expect in every industry and how to prepare for it.

As a revenue leader, understanding how to navigate these transformations is crucial. The way we attract customers, close deals, and provide service is evolving at breakneck speed, presenting both exciting opportunities and substantial challenges.

In this article, we'll explore how AI and automation are transforming revenue-generating roles and provide practical guidance on preparing your teams to remain relevant as technology keeps evolving.

How AI is Disrupting Marketing, Sales, and Customer Service

The impact of AI technology on revenue-focused roles is already significant and continues to accelerate across multiple dimensions.

The Generative AI Revolution

Source: McKinsey

The explosion of generative AI tools like ChatGPT has transformed how we approach knowledge work. These technologies are revolutionising marketing campaigns by enabling unprecedented personalisation, crafting targeted messaging at scale, and delivering more precise customer experiences.

McKinsey reports a marked increase in genAI usage in the past year, and organisations are using AI within more business functions too, with marketing and sales top of the list. As for the future, the World Economic Forum reports that “86% of employers expect AI and information processing technologies to transform their business by 2030”.

Watch our podcast episode to understand how generative AI is changing marketing:

Automation of Routine Tasks

One of the most immediate impacts of AI is the automation of repetitive tasks that previously consumed significant time and resources. AI is also transforming sales processes by automating lead qualification, follow-ups, and personalised sales presentations. From data entry to content creation and performance analytics, AI can now handle many time-consuming activities that were once manual.

According to HubSpot, more than 60% of business owners report that AI will boost productivity, but it’s difficult to get accurate measurements. McKinsey’s research does show that organisations have reported bigger cost reductions from using AI compared to 2024, with 47% of marketing and sales functions reporting a reduction in cost.

AI isn’t just about cost reductions, though, but also about shifting premium resources towards higher-value activities. The use of automation and AI frees up your team members to focus on higher-value work that requires human creativity and emotional intelligence—analysing customer insights, refining strategies, and creating innovative campaigns.

Source: McKinsey

Enhanced Customer Relationship Management

AI is significantly enhancing CRM systems by offering deeper data-driven insights. These tools help marketing and sales teams better target and engage potential customers by identifying key trends, behaviours, and preferences that might otherwise go unnoticed.

HubSpot reports that 52% of sales professionals used AI to assist them with data analysis in activities such as lead scoring, pipeline analysis, and forecasting. Again, this is a great example of reallocating resources based on value – automation of data analysis frees up salespeople to contact more prospects, increasing their chances of closing more deals.

The Rise of Conversational AI

AI-driven chatbots and virtual assistants are increasingly handling customer service enquiries, offering responses that are often faster and more consistent than human agents can provide. AI-supported service models can enhance customer calls by providing agents with anticipatory prompts based on customer behavior and needs. When implemented thoughtfully, these tools can significantly improve customer experience and satisfaction.

Zendesk reports 64% of CX leaders will increase their investment in chatbots within the next year, while 51% of consumers prefer interacting with bots over humans when they want immediate service. This is a win-win for customer service departments, as consumers seem to be on board with using AI in their interactions.

Discover how we increased leads by +155% for a B2B organisation with a personalised HubSpot chatbot

The Changing Job Landscape

As AI technologies evolve, they're reshaping the employment landscape in significant ways, creating new opportunities while transforming or eliminating others.

Source: World Economic Forum

Fast-Growing Roles

The rise of AI and digital technologies is creating substantial growth in specialised roles such as big data specialists, Artificial Intelligence/Machine Learning (AI/ML) specialists, and data analysts. The World Economic Forum predicts major demand for these professionals, with technology-related roles and energy transition professionals among the fastest-growing job categories in the coming years.

However, Mike Kaput and Paul Roetzer in the AI Show warn that these results may be slightly biased. The data is based on a survey of global leaders who might not always fully understand AI and its current capabilities. In contrast, AI research labs such as Meta are saying that they might no longer need as many AI/ML specialists because AI will be doing the bulk of their work soon.

For revenue leaders, this means understanding the needs within their organisations and building teams with different skill sets. We believe in starting from a challenge or need and working to solve it rather than starting with the technology. That’s why you will need a blend of business-focused people and technology-focused people to remain competitive.

At Innovation Visual, we combine technological expertise with business know-how to solve your challenges efficiently. Don’t take our word for it; see what our clients say:

Roles in Decline

While AI creates new opportunities, it's also important to acknowledge that some traditional roles are being displaced. Many positions involving routine tasks—such as data entry clerks, telemarketers, and even some customer service roles—are increasingly being automated. In some sectors, shifts are already happening with Klarna reporting that their new AI tool does the work of 700 customer service reps.

The World Economic Forum predicts “AI and data processing alone will create 11 million roles and replace 9 million” when “robots and automation are forecast to displace 5 million more jobs than they create”.  This shift requires thoughtful management of team transitions and career development plans to ensure your teams and organisation remain competitive.

Essential Skills for Future Success

As the job landscape evolves, certain skills become increasingly valuable for professionals in revenue-focused roles. Developing these capabilities within your team will be crucial for maintaining competitive advantage.

Technical Literacy

Source: World Economic Forum

As AI and automation become integral to marketing and sales operations, ensuring your teams are comfortable with these technologies is non-negotiable. The World Economic Forum found that the scale of upskilling and reskilling remains significant. They believe 59% of the world workforce will need training by 2030. Of these, 29% could be upskilled in their current roles, 19% could be upskilled and redeployed elsewhere, whilst 11% would likely be at risk.

Upskilling in AI, data science, and digital marketing isn't just beneficial—it's becoming essential for navigating this transition successfully. This doesn't mean everyone needs to become a data scientist, but they should understand how to interpret AI-generated insights and collaborate effectively with technical specialists.

At Innovation Visual, we’ve created an AI task force by selecting pioneers from different areas of expertise. They are constantly exploring new tools and advancements in AI, testing new use cases, and then sharing their findings with the wider team. We continuously measure AI usage to make sure no team members are left behind and focus our training on real-world use cases for AI.

Creative Thinking and Problem-Solving

While AI excels at data analysis and task automation, human creativity remains irreplaceable for crafting compelling campaigns and sales strategies. PwC suggests that while AI can enhance efficiency, human creativity is essential for innovation and establishing emotional connections with customers.

As a leader, nurturing creative problem-solving skills and resilience within your teams will be crucial for maintaining competitive advantage. Encourage regular brainstorming sessions that combine AI-generated insights with human creativity to develop unique approaches.

Adaptability and Emotional Intelligence

As AI continues to augment human roles, adaptability becomes increasingly valuable. Your team members will need to embrace new tools and workflows while leveraging their emotional intelligence to maintain strong customer relationships.

TalentSmart research indicates that emotional intelligence accounts for 58% of performance across all types of jobs, making it one of the most important skills to develop in your teams, particularly in customer-facing roles that involve complex, sensitive interactions.

Preparing Your Teams for the Future

With an understanding of AI's impact and the skills needed for future success, revenue leaders must implement specific strategies to prepare their teams for the evolving landscape.

Investing in Continuous Learning

Source: World Economic Forum

To stay ahead in this evolving landscape, investing in ongoing learning opportunities is essential. The World Economic Forum reports that 77% of companies prioritising upskilling initiatives expect enhanced productivity, while 65% expect higher employee retention rates, demonstrating the business value of investing in skills development.

Focusing on practical use cases has proven particularly effective for AI training within our organisation. Consistent usage of AI chatbots helps teams improve their prompting, which is a very important skill for most AI tools. While many courses are available, Britney Muller's prompt engineering for beginners course is particularly useful for those starting their AI journey.

Strategic Talent Acquisition

Gartner found that a lack of skills and staff was a major blocker for organisations to implement AI. Therefore, it’s no surprise that the demand for professionals with AI and data science skills continues to rise. However, not all organisations might need these types of skills, given that many tools provide AI models out of the box.

Before launching a recruitment campaign, evaluate carefully how you will be using AI, the types of technology you will need, and the resources needed to manage the technology. Depending on your needs, you might prefer to hire an external agency that will help complement your team, or if you’re starting with specific projects, it might not make sense to hire a full-time employee. An agency will provide you with the flexibility and the right skillset at a cheaper cost.

If you find you do need to recruit, ensure that you look for people with the right soft skills, not just focusing on their technical expertise. The best use of AI is when it complements humans, so ensuring your new recruits are resilient and emotionally intelligent will help create an agile team.

Embracing Human-AI Collaboration

Rather than viewing AI as a threat, the most successful organisations are embracing a collaborative model where humans and AI complement each other's strengths. Zendesk reports that “75% of CX leaders see AI as a force for amplifying human intelligence”. This approach ensures that your workforce works alongside technology, amplifying their output and enhancing decision-making rather than simply replacing jobs.

Addressing Team Concerns and Resistance

Implementing AI technologies often triggers concerns about job security and changing role expectations. Acknowledging these concerns directly is essential for successful adoption. Create open forums where team members can express anxieties and receive honest information about how roles will evolve rather than disappear. Ensure your managers have been briefed on the company’s position so they can have one-to-one conversations with their reports to reassure them and convey a unified message across the organisation.

Your actions as a leader will also have a lot of power. Lead by example by using AI yourself to encourage others – it will help you understand it better! Putting training programmes in place for upskilling will help reassure the team alongside coordinated messaging from the senior leadership team.

Your Role as a Revenue Leader

As markets evolve with AI integration, revenue leaders must take specific actions to guide their teams through this transformation successfully.

Setting a Clear Vision

As a CMO, head of sales, or customer service leader, communicating a clear vision for how AI enhances business goals is essential.

AI Vision Framework:

1. Identify specific business challenges AI could address (e.g. personalisation at scale, predictive lead scoring)
2. Define success metrics that align with broader business objectives
3. Articulate how AI will augment—not replace—your team's capabilities
4. Create a compelling narrative that focuses on customer benefits and team growth opportunities
5. Communicate this vision consistently in team meetings, planning sessions, and one-on-ones

Making Strategic Technology Investments

To maximise AI's potential, investing in the right technologies is crucial. The number of AI tools keeps growing and it can be difficult to figure out what your organisation needs. Begin with high-impact, short-time-to-value applications to build momentum and demonstrate ROI before tackling more complex implementations.

AI Investment Prioritisation Framework:

At Innovation Visual, we will usually start by auditing your tech stack to ensure your technology is providing what you need and remove redundant tools. We always start with the challenge and then define what technology will help you solve it.

Fostering Innovation Culture

Encouraging a growth mindset and creating a culture of innovation within your teams is perhaps your most important responsibility. McKinsey's research on digital transformation shows that companies with a culture of innovation are more likely to succeed.

By encouraging experimentation with new tools and strategies, you'll ensure your marketing and sales teams stay ahead of AI-related disruptions rather than being blindsided by them.

Quick Wins for Immediate Impact

While preparing for long-term transformation is essential, identifying opportunities for immediate gains helps build momentum and demonstrate value to your teams and the board:

1. Implement AI-powered content optimisation for existing marketing campaigns to improve 
   engagement rates
2. Deploy basic chatbots for frequently asked customer service questions to reduce response times
3. Use AI analysis of sales call transcripts to identify successful conversation patterns
4. Apply predictive lead scoring to help sales teams prioritise high-potential prospects
5. Conduct an AI readiness assessment to identify specific opportunities within your organisation
   
   

Innovation Visual's Approach to AI Integration

At Innovation Visual, we've developed several practical approaches to AI integration that demonstrate the principles discussed in this article:

• AI Task Force Development: We've created an AI task force by selecting pioneers from different areas of expertise who constantly explore new tools and advancements in AI, testing new use cases, and sharing findings with the wider team.
• Practical Training Focus: We continuously measure AI usage to ensure no team members are left behind and focus our training on real-world use cases for AI rather than theoretical concepts.
• Technology Stack Optimisation: When working with clients, we begin by reviewing their tech stack to ensure their technology is providing what they need and remove redundant tools, always starting with the challenge and then defining what technology will help solve it.
• Complementary Skills Approach: We combine technological expertise with business know-how to solve challenges efficiently, focusing on business outcomes rather than technology for its own sake.

These approaches have helped both our team and our clients successfully navigate the AI transition while maintaining focus on business objectives and team development.

Don’t Get Left Behind – It’s Time to Upskill

AI is transforming marketing, sales, and customer service roles in ways that present both challenges and opportunities. As a revenue leader, your role in navigating this transition is crucial—proactively embracing these changes, investing in upskilling your teams, and fostering collaboration between humans and AI will be key to success.

By preparing your teams and managing resources effectively, you can drive growth, enhance customer experiences, and maintain competitive advantage in an increasingly AI-driven world. The future belongs to those who can harness AI's capabilities while leveraging uniquely human skills—and with thoughtful leadership, your teams can thrive in this new reality.

Our team of experts combine tech-savvy skills with business acumen to make the most of AI and draw results from your investment. Contact us today to see how we can help your team maximise AI and automation to gain a competitive advantage in your market.