Video: Using AI to Amplify Human Capability in B2B Sales

Artificial intelligence is reshaping sales organisations—but not every application delivers meaningful value. As companies move quickly to adopt new tools, the real risk isn’t falling behind. It’s losing sight of what actually improves seller performance.

In the video below, Kate Lewis, Richardson’s Chief Product Officer, outlines a thoughtful approach to AI—one focused on amplifying human capability and removing distractions from the selling role.

A More Thoughtful Approach to AI

Rather than applying AI everywhere, Lewis advocates for intentional use—deploying AI where it clearly supports sellers and improves outcomes.

AI creates the most value when it:

• Reduces administrative burden
• Removes unnecessary noise from the seller’s workflow
• Handles analysis that slows sellers down

This approach ensures technology works for sellers, not against them.

Making Space for What Matters Most

As Lewis explains, AI’s greatest contribution is focus.

By removing low-value tasks, AI allows sellers to bring more of what makes them effective into customer conversations:

• Empathy and active listening
• Experience-based judgment
• Real-time problem solving
• Presence and confidence in the moment

These are the human capabilities that build trust and move complex buying decisions forward.

Human-Centered Selling, Enabled by AI

AI is not a replacement for sellers—it’s an enabler.

When applied thoughtfully, AI helps sellers engage more deeply, think more clearly, and respond more effectively to buyer needs. That balance—between technology and human judgment—is what drives sustainable sales performance.