How to Buy AI Agents: A Strategic Guide for Sales Leaders

The Problem: No One Knows How to Buy AI Agents

Agentic AI is the next frontier in sales technology, but the landscape is overwhelming and evolving quickly. Every vendor claims their AI is “autonomous,” “intelligent,” or “agentic,” making it nearly impossible for sales leaders to separate the hype from reality. The terminology is confusing, the stakes are high, and no clear framework exists to evaluate these tools.

Yet, this isn’t just another fleeting tech trend. Gartner® predicts that by 2028:

• 33% of enterprise software applications will incorporate AI agents (up from <1% in 2024).
• Agentic AI will replace 20% of interactions at human-readable digital storefronts—fundamentally shifting how buyers and sellers interact.
• 15% of day-to-day work decisions will be made autonomously by AI agents, up from zero percent in 2024.

Sales leaders who fail to understand and evaluate this technology risk being left behind.

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Defining a True AI Agent

An AI agent is not just AI-enhanced automation, or AI embedded in a SaaS application. Unlike rule-based chatbots or traditional AI copilots, true AI agents perceive, decide, and act autonomously to achieve a business goal. These agents don’t just suggest—they execute complex tasks and are capable of doing so proactively.

An AI chatbot or copilot  is like a tour guide who answers your questions but only follows a set script—capable of responding within predefined boundaries but unable to take meaningful action beyond what it was programmed for. If you ask for restaurant recommendations, the chatbot will list options, but you still have to narrow down the list and book the reservation via manual effort or additional prompting.

An AI agent, on the other hand, is like a personal concierge who not only proactively suggests restaurants when you book your trip but also checks availability, books a table, and ensures your preferences are met—acting independently to achieve a goal.

While chatbots react to user input with static responses, AI agents perceive their environment, make decisions, and execute complex tasks without needing constant human direction.

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6-Step Guide to Agentic-AI-Powered Business Model Innovation

Gartner® outlines a strategic, 6-step approach to identifying opportunities where AI agents can be used to enhance and reshape business processes, while minimizing risks and maximizing business impact. Here’s our understanding of how to evaluate AI agents effectively:

1. Define Your Goals

Before selecting an AI agent, ask: What specific outcomes do we want to achieve? Is it faster deal velocity? Improved sales efficiency? Enhanced buyer experience? Your sales AI strategy should map directly to revenue impact.

2. Map the Customer Journey

Identify key sales touchpoints where AI agents could make a tangible difference. For example, if technical validation is a bottleneck, an AI Sales Engineer might be the right fit.

3. Identify Pain Points

Pinpoint inefficiencies or friction points in your sales process that an AI agent could resolve. Look at where human involvement is expensive, slow, or inconsistent.

4. Explore AI Solutions

Evaluate vendors based on their agent’s autonomy, intelligence, and adaptability. Ask:

• Does the AI agent act autonomously, or is it just a chatbot with extra steps?
• Can it learn and adapt to new situations, or is it limited to predefined scripts?
• How well does it integrate into our existing sales motion?

5. Manage the Change

AI adoption requires more than just technology—it demands change management. Sales teams must trust and understand AI agents, so training and gradual rollout are crucial.

6. Measure Success

Define clear KPIs for AI agents. For Sales agents, some KPIs might be:

• Increased deal velocity
• Increase in rep efficiency (e.g., faster answers for customers)
• Revenue impact (average deal size)

Recommended Next Steps for Sales Leaders

1. Audit your sales motion – Where are your biggest inefficiencies?
2. Identify the right AI agent use case – Is it sales execution, buyer enablement, or internal efficiency?
3. Vet AI vendors critically – Prioritize solutions that offer real autonomy, adaptability, and measurable business outcomes.
4. Pilot an AI agent – Start with a small-scale rollout, measure results, and refine your approach.

Agentic AI is here, and the leaders who master it first will gain a decisive competitive edge.

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Gartner, Innovate Business Models Using AI Agents, Daniel Sun, Jorge Lopez, Mordecai .16 January 2025.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

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