Sales education research recently has turned its attention to using artificial intelligence (AI) technology, but much remains in our understanding of its use in the online and virtual sales education environment. AI can be useful to helping online students improve their sales presentations and vocal delivery skills. Examined through the lens of control value theory, this study is a pilot investigation into the effectiveness of using AI technology in the online classroom to help sales education students improve their vocal delivery skills in sales presentations. Based on a paired samples t-test, our results indicated that student use of AI technology was effective in improving self-efficacy for sales presentations while also significantly improving vocal delivery skills, including pitch, pace, volume, and pausing. Theoretical and practical implications to teaching vocal presentation skills in sales education are discussed.
Flink, Nicole A. and Cooper-Larsen, Desiree
"Using an Artificial Real-Time Response Audience in Online Sales Education to Improve Self-Efficacy in Sales Presentations: An Online Classroom Innovation,"
Atlantic Marketing Journal: Vol. 9
, Article 2.
Available at: https://digitalcommons.kennesaw.edu/amj/vol9/iss2/2