In this episode of SalesTV, Mikhail Belov, Global Sales & Commercial Learning and Competency Manager at SLB, shares two years of hands-on experience deploying AI across a global commercial training function delivering 200–300 classes per year to thousands of learners. Mikhail reveals the AI capabilities that deliver immediate value and the ones that still feel too mechanical. He explains why AI role plays have become the most mature and impactful AI use case in sales training, earning a 100% Net Promoter Score in SLB’s internal pilot - while uncovering surprising behavioral differences between new and experienced sellers. He also breaks down how AI reduced curriculum design effort by roughly 30%, accelerated content development from months to hours, and lowered cost per learner by 30% through better scheduling and delivery planning.
We explore how SLB uses AI to analyze thousands of lines of learner feedback, identify skill gaps, and improve the relevance of every program. Mikhail explains why AI’s value is highest in high-volume, structured tasks, and why human expertise remains irreplaceable for judgment, nuance, and customer context. He also details the mindset shift leaders must model to foster experimentation, reduce fear, and build a culture where innovation can take root.
Chapters
00:00 Intro – How AI Is Transforming Sales
01:12 Where AI Is Making a Real Impact
02:22 Turning Learner Feedback into Insights
03:20 Cutting Curriculum Design Time with AI
04:26 From Months to Hours – AI for Content Creation
06:07 Reducing Cost per Learner with AI Planning
07:35 Why AI Role Plays Are the Most Mature Use Case
09:49 From Training to Sales Operations – Role Plays in Action
12:00 Where AI Still Falls Short Today
14:00 What Remains Human in Sales
15:24 Risks, Misconceptions, and Evaluating AI Tools
16:56 Measuring Impact in Simple vs Complex Sales
20:06 Leadership, Innovation Culture, and KPO
22:28 The ONE Thing – Rethink Everything You Do
In this episode, we asked…
* How is AI reshaping sales training, content development, and commercial excellence today?
* What AI use cases deliver the most immediate and measurable value?
* Where does AI still feel too mechanical in a sales context?
* How does AI reduce cost, streamline operations, and improve program scheduling?
* Why are AI role plays outperforming traditional role plays?
* What remains uniquely human in sales, even as AI expands?
* How should leaders evaluate AI tools without getting lost in the noise?
* What risks and misconceptions should organizations avoid when adopting AI?
* How can leaders build a culture that encourages experimentation and innovation?
Key Takeaways
* AI creates the most value in repeatable, high-volume processes such as curriculum design, content creation, and scheduling.
* Role plays are the most mature AI use case - earning unanimous learner approval in SLB’s pilots.
* AI can accelerate content development cycles from months to hours with the right review workflow.
* Cost per learner can drop by 30% when AI supports scheduling, delivery planning, and resource allocation.
* Human judgment, customer nuance, and trust-building cannot be automated - AI enhances, but doesn’t replace, expertise.
* Leaders must model innovation, reduce fear, and make space for experimentation to foster adoption.
* AI’s weakest areas remain emotional nuance, coaching quality, and complex consultative interactions.
* Adoption varies across experience levels - new sellers often adapt fastest to AI-driven practice environments.
* AI tool evaluation should focus on real business outcomes, not feature lists or vendor hype.
* Organizational pressure (“KPO”) alone doesn’t drive innovation - culture and leadership behavior do.
The ONE Thing Mikhail Belov wants you to take away –
Rethink everything. Start experimenting. Explore AI role plays. Look for the small, practical steps that create value - and build from there.
About SalesTV
SalesTV.live is a weekly talk show created by salespeople, for salespeople. Each episode explores sales, sales training, networking, and social selling, bringing together sales leaders, enablement professionals, and practitioners from across the globe.
About the Institute of Sales Professionals
The Institute of Sales Professionals (ISP) is the world’s only body dedicated to raising standards in sales. Through its Sales Capability Framework, certifications, and global member community, the ISP works to elevate sales to the level of a recognized profession.
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