Let’s be honest — we’ve all heard the buzz about AI. It’s showing up in headlines, software tools, and boardroom meetings like it’s the second coming of Wi-Fi. But is it a game-changer for sales and marketing… or just another shiny thing everyone’s chasing without a clue?
I recently sat down with Jim Irving, a seasoned pro in sales and marketing with a refreshingly honest take on this whole AI thing. What followed wasn’t a robot takeover pitch — it was a grounded, practical look at what’s really happening behind the curtain. And frankly? It was a breath of fresh air.
AI: The New Internet… or the New Hype?
According to Jim, AI today is a lot like the early internet. Tons of excitement, tons of potential — and tons of companies spinning their wheels trying to figure it out. He mentioned that roughly 95% of companies investing in AI aren’t getting much back right now. That stat jolted me a bit — it’s like buying a treadmill, using it to hang laundry, and wondering why you’re not losing weight.
But here’s the critical takeaway: we’re still early. Jim isn’t anti-AI — far from it. He just knows that productivity and precision can improve with it… if you use it right. (Spoiler alert: most aren’t.)
So… What Is AI Good For?
Lead generation. Market research. Sifting through massive amounts of data in seconds. That’s where AI really shines. Jim pointed out that it’s like having an intern who’s great at spreadsheets — minus the coffee runs and “I’m still figuring things out” stage. It gives sales teams faster insight into who they’re talking to and what might actually matter to those people.
Personalized Outreach: Blessing or a Mess?
Now, this is where it gets sticky. We’ve all gotten those “personalized” emails that are so generic you wonder if the sender even knows your name. Jim warns that AI in outreach can easily backfire. We’re drowning in messages that feel robotic — and folks can smell fake sincerity from a mile away.
Garbage in, garbage out, right? If you’re feeding weak data or lazy thinking into your AI, don’t expect gold on the other side. There’s still a need for real, thoughtful, human input. That’s not just good advice — it’s what dignified selling is all about.
Let AI Assist — Not Replace
Here’s something that really resonated with me: AI is here to support us, not to swap us out. We’ve seen companies try to plug AI in as a replacement for real team members, and often… it crashes spectacularly. Jim mentioned the Commonwealth Bank of Australia’s misstep with this — a reminder that people still matter more than programs.
Think of AI like a GPS. It’s a helpful guide, but you still need to drive the car and watch the road.
Start Small, Stay Smart
Jim suggests testing AI with clear, small experiments. Don’t dive into the deep end just because others are doing cannonballs. That’s like showing up to a golf course with hedge clippers and wondering why things aren’t working. Start with use cases that make sense. Watch what happens. Adjust.
He also talked about his Sales and Marketing Maturity Matrix, a practical tool to help teams assess whether their sales and marketing efforts are aligned — or working in silos. That matters a lot when introducing something new like AI.
Where Dignity Fits Into All This
Here’s where I’d like to add my two cents: flashy tools come and go, but the core of successful sales hasn’t changed in decades. Serve first. Listen well. Be genuine. Don’t spray 1,000 templated messages and call it “strategy.” Make it personal. Make it meaningful.
People know when you’re just trying to sell. But they also know when you’re showing up to help.
That’s what selling with dignity is. And honestly, it can’t be automated.
“Being a Giver cannot be faked. Start doing things for others without any concern about getting a payoff in return. The real givers are not thinking about how they will be rewarded. They just give and care because that is their nature.”
— Selling with DignityFinal Thoughts:
That mindset? It’s something no AI tool can replicate — because grace, empathy, and true service come from the heart, not a data model.