AI and Humans: Integrating Technology and Competence for Enhanced Sales Enablement

Abstract

Sales enablement (SE) has become a critical business imperative, yet academic research remains limited.  Drawing on information processing theory and the job demands-resources model, this study examines the  integration of technology and coaching—two core SE tools—in a sales call center. It proposes that  combining Generative Artificial Intelligence (GenAI) with structured human coaching, rather than relying  exclusively on either, can reduce stress arising from algorithm aversion and information overload, lower  turnover intentions, enhance sales performance, and improve organizational outcomes and employee well-being. The study advances theory by redefining SE as a construct in which technology can function as both  a job resource and a demand, integrating information processing theory with the job demands-resources  model to address its limitations, challenging the brain-as-computer analogy by incorporating stress  responses, and redefining AI as a dynamic resource that, when paired with human oversight, extends beyond  rigid automation and substitution for human judgment. It also offers managerial guidance on change  management, coaching, data governance, scalable IT integration, and interdepartmental collaboration.