Because while information is easy to generate, standing behind a recommendation is not.
Where AI still falls short
It is easy to get carried away with what AI can do. It is equally important to recognise what it cannot (yet!). AI is strong at processing information, identifying patterns, and generating first-pass outputs. It is weaker when it comes to accountability, and consequence. In the lubricants world, those things matter.
A technically correct recommendation is not always operationally safe. A substitution that looks right on paper can fail in practice. A cost saving can introduce risk that only becomes visible over time.
AI does not carry that responsibility... people do. That is why buyers still want to work with humans. Not for information, but for insight.
Humans still matter. Perhaps more than before. There is a tendency to frame AI as a replacement, but it is better understood as an enhancement; removing routine, repeatable and predictable tasks while leaving the most valuable elements of the role: interpretation, judgement, context and responsibility. In many ways, AI sharpens the role of the salesperson by removing the excuse not to prepare, raising expectations around responsiveness and increasing the importance of meaningful conversations.
AI also creates space to focus on solving real problems, build stronger relationships, and bring insight, not just information.
A sensible starting point For organisations wondering where to begin, the temptation is to do everything at once. That is rarely the right approach.
Start with a problem. If you are getting website traffic but no enquiries, focus on capture; if leads are coming in but not progressing, focus on convert; and if you are not being found or considered, focus on authority. You can then build from there.
A moment worth leaning into This is a significant moment for the lubricants industry. Not because AI will replace people, but
Selling Lubricants Smarter
Tuesday 6th October 2026 in association with
The sales process is changing. Today’s lubricants buyer is more discerning, better informed, more knowledgeable and more empowered than ever before. The aim of this course is to help sellers build the skills and confidence needed to be more effective, relevant, and trusted with today’s lubricant buyers.
www.ukla.org.uk/event/selling- lubricants-smarter-in-association- with-plan-grow-do/
LUBE MAGAZINE NO.193 JUNE 2026 21
because it forces a clearer alignment between how buyers buy and how we sell.
There will be hesitation. That is natural. But there will also be opportunity. For those willing to step back, ask the right questions, and focus on the buyer, this is not something to fear. It is something to build with.
plangrowdo.com/ai-in-lubricants/
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