Comparing AI coaching and sales manager coaching: A construal-level approach

Abstract

Artificial intelligence (AI) can provide salespeople with detailed feedback and recommendations before, during, and after their sales tasks, potentially replacing sales managers. This study uses two experiments, involving 244 and 310 sales professionals, to compare the effects of AI coaching and manager coaching on salespeople’s self-efficacy and their intention to use coaching. Drawing on construal-level theory, we show that coaching framed at either a low construal level or high construal level should align with the perceived distance of the coach. The findings reveal that a manager coach employing low construal coaching positively impacts salespeople’s self-efficacy, increasing their likelihood of using the coaching. However, low construal coaching is less effective than high construal coaching when delivered by AI, which is perceived as more distant than a manager. While AI coaching holds potential for fostering salespeople’s development, sales managers should carefully consider the impact of the completeness and precision of AI coaching.