What can you do beyond what AI can do?
Marketing is dead. Advertising is dead. And now, apparently, sales is next.
For decades, experts and scholars have predicted the end of these disciplines. Yet they continue to exist, just in different forms.
In this episode of Oplev Salg, Selma Kadic-Maglajlic and Michel van der Borgh from Copenhagen Business School explore what is actually changing in marketing and sales, and where humans still create value in an increasingly AI-driven world.
Key Takeaways
What dies is often the approach, not the discipline
Marketing, advertising and solution selling have all been declared obsolete. But the underlying principles remain relevant. What changes are the tools, channels and ways companies engage with customers.
Sales must create value beyond information
As AI makes information and solutions more accessible, customers increasingly question what salespeople can offer beyond what technology already provides.
The discussion highlights how sales can create value by helping customers navigate complex decisions, build trust and address challenges that technology alone cannot resolve.
Human skills become more important alongside AI
Technology is transforming how buyers and sellers interact, but relationships, judgment and interpersonal skills remain essential.
The challenge is to understand where automation adds efficiency and where human involvement makes a meaningful difference.
Core Reflection
Sales is not disappearing, but its role is changing.
As AI takes over more tasks, the question for sales organizations is no longer simply what can be automated, but where their people create value that technology cannot.
.png)
.jpg)
.jpeg)
%2520(1).jpeg)
%2520(1).jpeg)