Using bots for sales outreach: is there a right or wrong way?

AI-powered bots are revolutionizing sales outreach, offering unprecedented opportunities to scale and streamline processes. Yet, they also raise critical questions: How do we balance automation with the human touch? Where are bots most effective, and where are humans indispensable?

Recently, I came across a lively discussion in a CMO Slack channel. The topic? AI-driven bots in sales outreach.Someone shared their experience receiving an email from what appeared to be a salesperson (from a marketing intent company, ironically). Curious, they looked up the sender only to realize there was no LinkedIn profile—the company was using an AI bot. This sparked mixed reactions.

The comments ranged from enthusiastic endorsements to pointed critiques, highlighting transparency, authenticity, and effectiveness as recurring themes. As one participant put it: “I’d react more favorably if I knew it was an AI agent rather than wondering. Transparency matters.”

Here’s how I think organizations can use bots without sacrificing authenticity, credibility and a MEANINGFUL connection.

Let’s be honest: AI is not a fad

AI is increasingly integrated into sales workflows, from automating email cadences to qualifying leads. According to Gartner, 75% of B2B sales organizations will augment traditional sales playbooks with AI-driven insights by 2025 (source).

Yet, as bots handle more customer interactions, their perceived authenticity becomes a hot topic. One professional shared their reaction to receiving outreach from a bot masquerading as a human: “When I looked up the sender and realized there was no LinkedIn profile, it triggered questions like, ‘Am I not worthy of human effort?’”

The use of AI in outreach isn’t inherently flawed, but execution matters. Transparency and seamless integration with human efforts are key to success.

Where bots excel

In my experience, bots shine in repetitive, high-volume tasks, such as:

• Inquiry-level lead engagement: Automating responses to common inquiries.

• Email follow-ups: Maintaining consistent communication without overwhelming human reps.

• Initial prospecting: Gathering data and initiating conversations to qualify leads for sales.

Data supports these use cases. Gong reports that teams leveraging AI in revenue operations see a 20% increase in rep productivity, allowing humans to focus on high-value activities (source).

As one of the CMOs noted: “If the bot handles the first touch, it frees up our team to focus on converting qualified leads into opportunities.”

Where humans are essential

Despite their efficiency, bots can’t replace the nuance, empathy, and strategic thinking of human sales professionals. Areas where humans excel include:

• Building trust: Especially with high-value or executive-level prospects.

• Handling objections: Addressing complex questions that require judgment and expertise.

• Personalized engagement: Crafting tailored solutions that resonate deeply with unique customer needs.

One professional shared, “When executives receive emails from bots pretending to be human, it can backfire, especially at the C-suite level.”

Transparency can mitigate this. Another commented: “I’d expect the bot to declare itself and provide a clear next step, like introducing the BDR or booking a meeting.”

Another consideration: the complexity of what you’re selling

Our customers ask us all the time where it’s best to use a bot…and my answer is simple: it depends on the sophistication of the product or service being sold. For simple, consumer-oriented products—like soft drinks or low-commitment services—bots can effectively drive engagement and even conversions. But when it comes to highly technical products like cybersecurity solutions or enterprise technology, the story changes.

You just can’t train a bot enough to meet a sophisticated buyer where they are. These buyers expect depth, context, and expertise that only a human can provide.”

Best practices for using bots in sales outreach

Be transparent

• Let recipients know they’re interacting with a bot. Transparency builds trust and avoids the “credibility gap” when the truth inevitably comes to light.
• “Why pretend the AI is a real person? Transparency would set the right expectation upfront.”

Focus on seamless handoffs

• Ensure bots efficiently transition qualified leads to human reps. A quick, relevant follow-up reinforces credibility.

• “I have a higher expectation for a bot’s response speed than a human’s—if it’s AI, hit me up ASAP.”

Segment your audience

• Use bots for inquiry-level or early-stage leads and reserve human outreach for strategic accounts.

• “It depends on your audience. Bots can work, but you have to match the approach to their expectations.”

A/B test for transparency

• Experiment with messaging to see how transparency impacts response rates and engagement.

Questions to ask before deploying AI for sales outreach

• What tasks are best suited for bots? Focus on repetitive, high-volume tasks.

• Who is your audience? For executives or high-value accounts, human outreach may still be essential.

• How complex is the product or service? The more technical or specialized the offering, the more critical human involvement becomes.

• How will you handle transparency? Clearly label AI interactions to build trust.

• What’s the plan for handoffs? Ensure bots seamlessly pass leads to humans when appropriate.

• How will success be measured? Track key metrics like open rates, conversions, and meeting bookings.

Bottom line

Bots aren’t a replacement for human sales teams—they’re a powerful complement. By using bots thoughtfully, sales organizations can increase efficiency while preserving the human connection that drives trust and long-term relationships.

Bottom line: Thoughtful implementation is key. Use bots where they excel, be transparent, and ensure the right mix of human and AI effort based on the complexity of your product and audience.

The result? A balanced approach that drives both efficiency and meaningful engagement. That’s the memoryBlue way.