In nearly every conversation I’m having with CROs today, one concern keeps surfacing.

We’ve never had more sales technology, and yet confidence in sales performance has never felt more fragile.

After watching Jeff Bloomfield’s keynote at our Sales Training and Enablement Summit, the reason became unmistakably clear. AI isn’t solving our sales problems. It’s amplifying them.

Sales enablement was meant to accelerate progress. Instead, many organizations are buried under an overstuffed toolbox filled with apps, dashboards, plugins, and AI assistants designed to optimize selling.

But as Jeff reminded us, technology does not change behavior. Habits do. And under pressure, sellers don’t rise to their potential. They fall to the level of their training.

Jeff posed a question that should stop every sales leader in their tracks, “is AI reinforcing elite communication habits, or scaling mediocre ones?”. That is the AI habit trap.

When foundational training is weak, AI accelerates the wrong instincts.
When content isn’t evidence based, AI delivers flawed behaviors faster and at scale.
And when sellers lack the skills to truly understand, empathize, and influence buyers, no tool can rescue the deal.

Jeff’s background in biotech gives him a rare lens. In medicine, no product reaches the market without rigorous evidence. In sales training, the opposite is often true.

There are more than 4,000 sales training providers, yet less than one percent ground their methodologies in behavioral science or neuroscience.

And still, we trust this content to shape how sellers communicate, diagnose customer challenges, and influence decisions worth millions. AI will not fix outdated sales habits. It will expose them.

The path forward is clear. Start with the buyer. Train sellers to tell the customer’s story better than the customer can. Build habits aligned with how the brain actually makes decisions.

Then and only then use AI as an amplifier. Jeff closed with a leadership challenge that stayed with me, “if we expect our teams to change, we must be willing to change first.”

He shared his own AI score. Imperfect. Humbling. Human. That vulnerability is what creates trust. And trust is what creates growth.

We’re entering an era where elite communication, not technology, will be the true differentiator. The organizations that pair AI with evidence based training will see measurable lift. The rest will simply automate noise.

The question now is simple. What do you want AI to amplify?

If your answer is excellence, Jeff’s books NeuroSelling® and NeuroCoaching® are available with free US shipping.
👉 https://braintrustgrowth.com/sales-conference-30-books/

Learn more about evidence based sales training at
👉 https://www.braintrustgrowth.com

Gerhard Gschwandtner is the founder and CEO of Selling Power.