Catersource is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

It’s Not Science Fiction… It’s Sales

If I were to ask you, “What does the future of sales look like in the special events industry?” what would you say? I’ll give you a hint. It includes the word “artificial.”

I don’t know about you, but I always thought that artificial intelligence (AI) was something from the future—or a science fiction tale. Remember, in the movie Her (with Joaquin Phoenix), everyone had a personal assistant called “Samantha” that was so real, you forgot she was just software. But when AI comes to our world—and it will soon enough—I think we’ll be seeing more AI assistants inside businesses than we’d expect. Our sales teams are among those that could utilize AI to increase results, as well as boost productivity at the same time. 

What is AI?

AI involves the use of various technologies, such as machine learning, natural language processing, and computer vision, to enable computers to learn from data and make decisions based on that learning. It allows computers to process and analyze vast amounts of data much faster than humans and to identify patterns and relationships that humans may not be able to see.

AI may seem like science fiction to some, but it is already being used by many businesses and sales teams to improve their processes and results. As AI technology continues to evolve, we will see even more innovative ways for salespeople to use AI in their sales efforts.

Here are a few examples:

1. Lead generation: AI-powered tools can analyze customer data and help salespeople identify and target high-quality leads more efficiently. This can save time and resources that would otherwise be spent on low-quality leads.

2. Personalization: AI can help salespeople personalize their customer interactions by analyzing data on their preferences, past purchases, and behaviors. This can improve customer experience and increase the likelihood of making a sale.

3. Predictive analytics: AI can help salespeople identify patterns and trends in customer behavior and buying habits, which can be used to predict future sales opportunities. This can help salespeople prioritize their efforts and focus on the most promising prospects.

Be aware of the negatives

While AI has the potential to bring many benefits to a business, it can also have negative impacts if not implemented or used correctly. Salespeople in the catering industry are under increasing pressure to achieve growth targets. To meet these targets, many salespeople are turning to AI for assistance. AI can be a powerful tool to help salespeople boost their productivity. However, some negative impacts should be considered before implementing any AI system.

1. AI can lead to salespeople becoming too reliant on technology and losing the ability to interact with potential customers personally. 

2. AI systems can be expensive to implement and maintain, which can put small businesses at a disadvantage.

3. There is always the risk that data collected by AI systems could be used to unfairly manipulate or target customers.

To mitigate these risks, businesses must carefully consider the potential negative impacts of AI and implement measures to address them. This can include ensuring data used to train AI systems is unbiased, developing clear communication strategies for employees and customers, and monitoring AI systems to ensure they perform as expected.

Overall, the future of AI for sales reps is promising and will likely focus on improving efficiency, personalization, and accuracy in the sales process. AI is here to stay, and it is up to us to harness its potential and ensure its development and use aligns with our values and goals as a society.

While AI is not meant to replace human sales reps, it can help them be more effective and efficient. There is no replacement for the compelling human relationship!

I bet you’re wondering if artificial intelligence wrote this article? The answer is no, but I did use AI for research.

Meryl Snow

Owner, Feastivities Events, Philadelphia, PA and Senior Consultant, Certified Catering Consultants

With nearly 30 years in the special event and catering industry, Meryl Snow is the co-founder of Feastivities Events and the creator of The Triangle Method.  As a Senior Consultant for Certified Catering Consultants, Meryl travels throughout North America training clients in the areas of sales, marketing, design and branding to help businesses get on their own path to success.She is the author of Booked It! and Cha-CHING!

Meryl Snow

Catersource Advisory Council Member

Founder of