Examining the Effects of Artificial Intelligence on Sales Management Strategies in Mid- and Large-Scale Chemical Manufacturing Firms in India

Abstract

This study examines the extent, determinants, and performance consequences of artificial intelligence (AI) adoption in the sales functions of mid- and large-scale chemical manufacturing firms in India. Drawing on the Technology Acceptance Model, UTAUT, Diffusion of Innovation theory, Resource-Based View, and responsible AI perspectives, it evaluates how organizational readiness, perceived barriers, governance maturity, perceived usefulness, perceived ease of use, and AI use relate to adoption and sales performance.
A quantitatively dominant mixed-methods design was employed. Survey data were collected from 170 sales, marketing, and analytics professionals and analyzed using reliability and validity testing, descriptive statistics, correlations, multiple regression, and hierarchical moderation analysis. Qualitative evidence from eight senior industry professionals was thematically coded to explain the quantitative findings.
The findings indicate a moderately high but uneven level of AI adoption, with large-scale firms reporting greater integration than mid-scale firms. Organizational readiness positively predicted AI adoption, perceived barriers exerted a negative effect, and governance maturity made a smaller positive contribution. Perceived usefulness and perceived ease of use both significantly predicted the Sales Performance Index, with perceived usefulness showing a stronger effect. AI use and the combined Governance Maturity and Future Readiness (GMFR) construct positively predicted comparative sales performance, and their interaction was significant, indicating that stronger governance and strategic readiness increase the performance benefits associated with AI use. Qualitative themes—decision transparency and trust, training and learning, cross-functional alignment, efficiency gains, and residual skepticism—helped explain how these relationships operate in practice.
Diagnostic and sensitivity checks supported the robustness of the results. This study contributes an integrated explanation of AI adoption and value realization in a complex industrial B2B setting and offers practical guidance on leadership sponsorship, workforce enablement, process integration, data governance, and responsible AI.
Keywords: Artificial Intelligence Adoption, Sales Performance, Organizational Readiness, Governance Maturity, Technology Acceptance Model