Adoption of AI Tools and Its Perceived Impact on Sales Workforce Productivity: A Preliminary Exploratory Study

DOI

10.2991/978-94-6239-754-5_19How to use a DOI?

Keywords

Generative AI; Productivity; Account Manager; Telecommunications; Exploratory Study

Abstract

The rapid proliferation of generative AI tools such as ChatGPT, Google Gemini, and Microsoft Copilot has prompted growing interest in their practical impact on knowledge worker productivity. This paper presents findings from a preliminary exploratory study examining the adoption patterns and perceived productivity effects of AI tools among Account Managers (AM) and officers at Witel Jakarta Centrum, PT Telkom Indonesia. A purposive sample of 12 respondents was surveyed using a five-point Likert instrument across four dimensions: work efficiency, impact on business targets, learning behaviour, and risk perception. Results indicate that AI tools are perceived to substantially improve work efficiency (mean = 4.00/5.00), particularly in accelerating administrative documentation and client profiling. However, the perceived impact on direct revenue and KPI achievement remains moderate (mean = 3.35/5.00). Thematic analysis of open-ended responses reveals three dominant patterns: AI as a productivity accelerator, critical awareness of AI limitations, and a persistent need for an institutionally governed AI usage policy. Given the exploratory scope and small sample size, findings are not intended for statistical generalisation and should be regarded as a preliminary baseline warranting larger-scale investigation.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - M Rafii Naufal
PY  - 2026
DA  - 2026/09/02
TI  - Adoption of AI Tools and Its Perceived Impact on Sales Workforce Productivity: A Preliminary Exploratory Study
BT  - Proceedings of the International Conference on Digital Transformation in Business and Organisations (ICDTBO 2026)
PB  - Atlantis Press
SP  - 214
EP  - 222
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-754-5_19
DO  - 10.2991/978-94-6239-754-5_19
ID  - Naufal2026
ER  -