Sales in 2026: AI, hybrid models and the new era of sales strategies

In recent years, the business environment has changed at an unprecedented rate, creating a new context in which sales are evolving. 2026 is a time when the „future of sales“ is no longer a prediction, but a present reality. If two years ago the introduction of artificial intelligence (AI) was considered an experimental tool, today it is the backbone of every successful sales organization. The dynamics of the market are changing dramatically: buyers are more informed than ever, sales no longer follow an established sequence of stages, and the boundary between physical and digital communication is completely erased. To achieve success, companies must integrate technology into the process, develop adaptability and create value tailored to the behavior of the modern customer.

In this article, we will look at the three key pillars that define commerce this year, and invite you to an event that will give you the practical tools for success.

1. From „Tool“ to Strategic Partner: The Evolution of AI in Sales

AI has evolved from a support tool to a strategic partner for sales departments. Until recently, technology was mainly used to automate routine tasks, but today artificial intelligence is entering the heart of the sales process. In 2026, we are no longer just talking about chatbots or automated emails. The big leap is the transition to autonomous systems that do not just generate content, but perform actions: schedule meetings, update CRM systems in real time, and even qualify potential customers.

According to reports of Gartner on strategic technology trends, up to 2027. 95% of marketers' research workflows will start with artificial intelligence – a huge jump from less than 20% in 2024. To get the most out of AI at this stage, companies need to focus first on the direct benefits – increasing productivity, rather than directly on instant revenue growth. AI takes the brunt of research and analysis, but the success of the deal depends on the marketer’s ability to turn dry data into a personalized engagement strategy.

2. The hybrid model is the new standard

The hybrid sales model is now the standard, not a compromise. Customers want the initial contact to be easy and fast—via email, video call, or automated presentation—but they also expect the opportunity for in-depth live discussions when the decision moment approaches. This leads to entirely new demands on salespeople: they must be able to be persuasive online, manage attention through a screen, use digital tools during meetings, and seamlessly transition from remote to physical communication.

The days of „only live meetings“ or „only Zoom“ are over. The studies of McKinsey & Company from the last year („The B2B Pulse“) clearly show that B2B buyers use an average of 10 different channels while interacting with suppliers – from social networks to in-person meetings to finalizing large contracts.

The successful strategy in 2026 is the hybrid. Sales leaders today are those who remove the friction between these channels. If a customer has to repeat information they have already given to an AI chatbot to a human salesperson, the deal is at risk.

3. Why modern sales teams need a new type of trainedя

In view of this transformation, it is clear that classic sales training, entirely oriented towards theory and general advice, is no longer enough. Modern salespeople need to develop specific skills: using AI tools, leading hybrid meetings, analyzing customer data, arguing in competitive conditions, and the ability to personalize offers in real time.

After just a few days, January 22, 2026., in Interpred – WTC Sofia, will be held Sales Advanced Masterclass. This full-day training is designed specifically for sales directors, managers, and business owners who want to synchronize their strategies with the reality of 2026.

What you will learn during the masterclass:

• How to integrate AI tools into the sales process without losing the human touch.
• Negotiation techniques in a hybrid environment.
• Building profitable sales funnels (pipelines) in a highly competitive environment.
• New generation team management.

As a strategic partner of the event, RTIK recommends its members to take advantage of the opportunity for direct contact with leading speakers and networking with professionals from all over the country. We also provide you with the opportunity to take advantage of 20% discount from the standard ticket price with promo code rcci20.

4. Practical tips: How retailers can adapt to the 2026 model.

Here are specific recommendations that sales professionals can start implementing immediately to successfully adapt to the new market context.

• Invest in digital skills and tools
  Using CRM systems, AI analytics, and automated platforms is now a must, not an „added benefit.“ The most successful marketers are those who know how to work with data, not just feelings.
• Practice hybrid presentations
  Record yourself presenting online and analyze your behavior: tone, pace, visuals. The ability to convince a client through a screen is critical for 2026.
• Personalize each offer
  Use the customer information you already have: industry, stage of development, challenges. Personalized offers increase conversion rates many times over, according to Forrester.
• Develop a „value-based“ argument“
  Focus on measurable results, not features. Customers are interested in returns, savings, and efficiency.
• Be consultants, not salespeople
  Today, the winners are the salespeople who understand the client's business and act as advisors, not just solution providers.

2026 brings with it changes that are now irreversible: digitalization, AI automation and hybrid sales are the new standard. Salespeople who manage to adapt quickly will be some of the most sought-after professionals in the market. And companies that invest in training such as Sales Advanced Masterclass, will have a strategic advantage – more flexible teams, better conversion and more sustainable results in a global competitive environment.