MarTech Podcast ™ // Marketing + Technology = Business Growth

Episode Title: AI's Most Unexpected Impact
Date: October 15, 2025
Host: Benjamin Shapiro
Guest: Blu Bowen (Research Principal at G2)

Episode Overview

In this episode, Benjamin Shapiro interviews Blu Bowen, Research Principal at G2, about the most surprising impacts of AI on B2B sales and buyer behavior. Bowen reveals unexpected adoption trends, shares insights into emerging AI use cases, and discusses which AI-driven sales solutions are overhyped. The conversation focuses on real market data, providing practical perspective for sales and marketing professionals navigating the evolving AI landscape.

Key Discussion Points and Insights

1. AI's Most Surprising Impact on Sales Research

(01:15 – 02:38)

• Main Point: Blu Bowen was surprised to find the most widely adopted AI use case in sales is the use of AI SDRs (Sales Development Representatives).
  • SDRs powered by AI are being rapidly incorporated to generate pipelines and automate prospecting.
• Underlying Reason: Companies face ongoing pipeline challenges, increasing their willingness to test and adopt AI SDRs, despite mixed sentiment on platforms such as LinkedIn.
• Quote [01:40]:

  "The number one use case for AI in sales right now is AI SDRs. I was very surprised by that. I think if you only lived on LinkedIn, you usually don't hear great things about them. But given how important pipeline is...I think there's a willingness to test those." — Blu Bowen

• Host’s Clarifying Question: Ben Shapiro asks if AI SDRs are adopted mainly for top-of-funnel activities or because they're seen as easy wins.
  • Bowen’s Answer: Adoption is driven more by the desire for pipeline volume and perceived immediate benefits of AI SDRs, rather than a structured approach working from top to bottom of the funnel.
    • Quote [02:38]:

      "I think pipeline is such a tough concern...the value prop is really promising. You know, it doesn't go to bed, you wake up, you have more meetings and more pipeline." — Blu Bowen

2. Underutilized AI Tools in Sales

(02:38 – 03:28)

• Current State: AI-driven sales coaching and training tools are underutilized but gaining traction.
  • AI-powered role plays and simulations, as well as live-call AI coaching, are beginning to emerge.
• Expected Shift: Greater adoption of these tools is anticipated, especially for upskilling sales reps beyond "easy click wins."
  • Quote [02:38]:

    "...an emergence of AI role plays and AI stimulation as well as live call coaching to be able to nudge the sales rep in the right direction on the call. I think that's what we'll see a shift in the coming years..." — Blu Bowen

3. Most Overhyped AI Use Case in Sales

(03:28 – 04:01)

• Sales Forecasting and Revenue Intelligence:

  • Bowen cautions against overreliance on AI for revenue intelligence and deal forecasting.
  • Key limitation: These models are mainly based on historical data, not able to interpret unique variables in each deal, especially in enterprise sales.
  • Quote [03:34]:

    "I would say a little bit of the sales forecasting revenue intelligence capabilities...it relies on historical data to predict your next best action...especially in enterprise, it's not a perfect science right now." — Blu Bowen

• Host’s Reflection:

  • Ben Shapiro agrees, noting the inherent limitations of AI in predicting future sales outcomes, as forecasting remains partly an art, not just a science.
  • Quote [04:01]:

    "AI doesn't have the context yet to be able to predict the future. It's still analyzing past behavior and making a lot of assumptions...it is always some sort of a guess of what is going to happen." — Benjamin Shapiro

Memorable Moments & Quotes

• Highlight on AI SDR Adoption [01:40]:

  "I was very surprised by that. I think if you only lived on LinkedIn, you usually don't hear great things about them. But given how important pipeline is...I think there's a willingness to test those." — Blu Bowen

• The ‘Easy Win’ Value Prop [02:38]:

  "It doesn't go to bed, you wake up, you have more meetings and more pipeline." — Blu Bowen

• AI Forecasting Limitations [03:34]:

  "Each deal is so unique and it has its own complexity, especially in enterprise, that it's not a perfect science right now." — Blu Bowen

• Sales Forecasting is a Guess [04:01]:

  "It is always some sort of a guess of what is going to happen. So it makes sense that artificial intelligence is struggling to predict the future as well." — Benjamin Shapiro

Timestamps for Key Segments

• 01:15: Introduction of Blu Bowen and setup for discussion on AI’s impact in sales.
• 01:40: Blu Bowen identifies the biggest surprise: widespread AI SDR adoption.
• 02:38: Discussion on emerging but underutilized AI tools — sales coaching and simulations.
• 03:28: Overhyped AI solutions — sales forecasting and revenue intelligence.
• 04:01: Benjamin Shapiro’s take on the uncertainty of forecasting — AI included.

Conclusion

This episode provides actionable insights into the current and future landscape of AI in B2B sales. AI SDRs are driving top-of-funnel automation, but deeper AI-enabled coaching and sales training are poised for upcoming growth. Meanwhile, revenue prediction and forecasting remain unreliable, as AI cannot yet fully interpret deal complexity or context. For sales leaders, the clear message is to stay agile, embrace easy wins, but look ahead to more sophisticated AI enhancements — and remain wary of overhyped promises in AI analytics.

For more:

• Connect with Blu Bowen via LinkedIn (see show notes).
• Learn more about G2 at g2.com.
• Subscribe to the MarTech Podcast or follow on YouTube for more marketing and technology insights.