Across the nation, commercial teams are entering a new phase of the sales cycle. While early forecasts in this year have hinted at a modest rebound in business spending, the reality so far has been more complex.
Specifically, market uncertainty and rapid technological change are forcing companies to rethink how their sales operations work.
This environment, in particular, has been pushing many sales decision-makers to explore how AI can support everyday workflows. Rather than viewing the technology as a replacement, many Spanish organizations are experimenting with ways to integrate it as a digital assistant for research and prioritization.
The aim is simple: to give sales professionals more time to focus on meaningful conversations with potential customers.
In Spain’s business culture, relationships remain central to the buying process. Here, trust, familiarity and credibility often determine whether a conversation progresses toward a partnership. Due to this dynamic, many organizations in Spain are adopting a hybrid approach. AI is used to support preparation and research, while sales professionals remain responsible for guiding discussions, building trust and closing agreements.
As companies begin experimenting with AI tools, several practical use cases are emerging. Rather than trying to automate the entire sales cycle, organizations are focusing on areas where technology can dramatically reduce manual effort. In particular, AI is being used to streamline early-stage prospecting activities that traditionally required extensive research. These include:
- Identifying enterprises that match ideal customer profiles
- Ranking potential accounts by likelihood to convert
- Preparing insights before meetings, among other areas
Many revenue leaders believe these capabilities will soon become standard. Surveys show that a large majority expect AI-driven research tools to dramatically shorten the time needed to prepare for outreach within the next few years.
When that groundwork is automated, sales professionals gain something increasingly rare in modern business environments: time. Instead of spending hours gathering background information, they can concentrate on engaging with prospects in more thoughtful and relevant ways.
One of the biggest frustrations for buyers today is the sheer volume of impersonal sales messages flooding their inboxes. Generic outreach campaigns—often built around templates—once allowed companies to scale lead generation quickly. However, many decision-makers now ignore these messages entirely.
That shift has created new demand for tools capable of delivering deeper personalization without requiring hours of manual work.
Companies like Myuser are working to address this challenge. The platform was launched in 2018 by entrepreneur Ibrahim Hasanov with the aim of transforming how businesses approach outbound sales.
Its AI-powered system conducts detailed research on each potential contact before generating tailored communications. By analyzing publicly available information such as professional history, company context and online engagement, the platform attempts to create messages that feel relevant rather than automated.
Hasanov argues that the days of mass-produced cold emails are fading quickly.
“There’s no setup, no mailbox management, and no technical expertise required. Businesses just chat with the AI, and it handles the rest—autonomously and at scale,” the founder said in an earlier interview.
In addition message generation, the platform can also handle tasks such as follow-ups, answering basic questions and arranging meetings.
Despite the rapid development of AI tools, few companies in Spain expect automation to take over the role of sales professionals.
Complex negotiations, relationship building and strategic decision-making remain deeply human activities. What technology can do, however, is remove many of the repetitive tasks that consume time and mental energy.