BearingPoint Report Charts AI’s Role in Customer and Sales Transformation by 2028
Management and technology consultancy BearingPoint has released its latest thought leadership report, The AI Sales & Marketing Revolution: A Guide Towards 2028, outlining how organizations can harness the full potential of generative and agentic AI to transform customer-facing functions.
The report stresses that by 2028, AI will be integral to resolving customer queries, hyper-personalizing marketing campaigns, and optimizing sales and service processes.
According to BearingPoint's findings, over 90% of customer queries will be handled by AI-powered chatbots, and 80% of marketing campaigns will be AI-driven and hyper-personalized by 2028. This marks a major shift from isolated AI experiments to a more embedded and scalable transformation across organizations.
Key Strategic Priorities for AI Adoption
Drawing on proprietary research from over 320 C-suite executives, BearingPoint's report highlights ten critical priorities for sales and marketing leaders. These include reinventing customer journeys through generative AI, adopting agile workforce models that combine human creativity with AI efficiency, and building data governance systems for AI-driven personalization.
Frédéric Gigant, Partner and Global Leader of Customer & Growth at BearingPoint, said, “Many companies still view AI as isolated tools or experiments. But the real value emerges when AI is embedded across the entire customer journey, from dynamic marketing campaigns to predictive sales and proactive service. This paper offers a roadmap on how companies can get there.”
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The Path to Scalable AI Transformation
One of the report’s key messages is that AI adoption requires more than just technology, it demands organizational alignment, strategic vision, and cross-functional collaboration. As AI scales, business and IT leaders must work together to drive transformation, ensuring that AI is integrated into the target operating model (TOM).
The report stresses that AI initiatives often stall after pilot phases due to weak foundations in strategy, data, and organizational culture.
To succeed, organizations need to rethink roles, develop hybrid workforce models, and foster a culture of experimentation. When successfully embedded into the TOM, AI can bring increased agility, responsiveness, and accountability throughout the customer journey.
AI’s Impact on Marketing and Sales
By 2028, AI will dominate marketing and B2B sales, powering personalization, content creation, and predictive tools. Over half of sales interactions will be AI-driven, cutting time on prospecting. Success will rely on close collaboration between marketing, sales, and IT.
