80% of buyers say that speed of response is very or extremely crucial when they need assistance. They are impatient not because they are unreasonable, but because they already know their options.


AI can support sales teams here too. It can help draft responses, structure proposals, or provide a quick outline for a follow-up. It can make being responsive easier without adding to the workload. The balance, however, is crucial. A fast but hollow reply risks trust and credibility. The opportunity is in responding quickly with something that is relevant and thoughtful, where the human professional adds the context and reassurance that AI cannot.


People still matter more than brands Despite all the talk of automation, the Buyer Revolution research shows that people still come first. Seventy six percent of buyers say personal connection is more important than corporate messaging. They value insight that speaks directly to their situation. No machine can replicate empathy, listening or the ability to understand unspoken frustrations.


AI can, however, help salespeople be better prepared for those moments of human connection. It can suggest personalised talking points, bring forward relevant insights, or help shape messaging that feels tailored. Used in this way, AI is invisible in the background, freeing the sales professional to lead with empathy and trust. Used badly, by pushing out generic, copy-and-paste articles, it risks destroying credibility. The difference lies in intent.


The modern account manager The account manager remains as relevant as ever, but the expectation has shifted. Buyers say they want more value-adding relationships, not just cheaper deals. In fact, “doing it cheaper” ranked lowest, while product and application knowledge ranked highest. At the same time, over 80% of buyers said they were frustrated when account managers arrived unprepared.


Here is where AI can be an enabler. It can surface industry news, compile account data, or prepare sharper questions before a meeting. Think of it as a junior assistant in the background, not the finished article. The role of the account manager is to interpret, empathise and advise. AI simply ensures they arrive better prepared. The future is not about AI replacing salespeople, but about salespeople who


LUBE MAGAZINE AR TIFICIAL INTELLIGENCE DECEMBER 2025 19


use AI being seen as more valuable in the eyes of their customers.


Don’t skip the steps


It is tempting to see AI as the silver bullet, the tool that will fix everything overnight. But the reality in our sector is that many organisations are still at the early stages of digital adoption. There is often no clear permission for sales teams to use digital tools, no defined strategy for how digital fits into the wider sales process, and no structure to measure success. Without those foundations, AI risks becoming another distraction rather than a driver of progress. The message is simple: get the basics right first. Build the digital building blocks, and then layer AI on top to make those processes faster, smarter and more effective.


A balanced way forward The conversation around AI in lubricants sales and marketing should not be about fear, nor should it be about blind enthusiasm. It should be about balance. AI is a tool that can help overcome real blockers: lack of time, the struggle to create meaningful content, the pressure to respond quickly, and the need to prepare thoroughly.


But AI used badly risks adding to the noise that your buyers already face. The winners might be those who use it to create space for what buyers still value most: speed, relevance, and genuine human connection. This is not a question of AI versus people. It is about people who use AI with purpose, to show up better in the moments that matter most.


Note: Data referenced from The Buyer Revolution research focussing on the input of lubricant buyers.


www.plangrowdo.com


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28