Technology and AI helping drive the next generation of sales
This article first appeared in Ulster Business Magazine August 2025 Top 100 Edition
From advanced CRM systems to social media and artificial intelligence, technology is assisting the sales process for individuals and business across Northern Ireland.
Technology and the advent of artificial intelligence (AI) will irrevocably change how individuals and businesses sell their products and services throughout Northern Ireland and beyond.
For those working in sales, now is the time to get involved and utilise the leading technology available to them — or risk getting left behind, according to businessman and sales expert Noel Brady.
Noel is the founder of Nb1, and recently marked two decades in business, with another two decades working across both the public and private sectors, alongside a win at the Belfast Telegraph IT Awards. He is also a member of the public sector taskforce looking at AI.
“The tools available to people working in sales have changed dramatically over the period in which I’ve been in business,”
“We’ve gone from Rolodex cards, hard copy files, and little black books, to spreadsheets, deal applications, CRM, and now AI.
“The speed of change has been accelerating faster and faster. But, I still firmly believe that people form people. However, there’s a big shift in how we connect with people.”
Noel also continues to work with major firms and FDI coming into Northern Ireland, as well as NI executive and chairmanship roles across the sectors.
And looking at the changes in technology across the sales sector, Noel says it covers several key areas — including e-commerce, customer relationship management (CRM) software, and AI.
“E-commerce and the use of the social media has changed how we buy and sell products,” he says. “And it also intersects with other pieces of technology and AI.
“It can be used as a sales channel, and it’s about managing that channel. It’s also a very rich data source for individuals but also companies — things can be done cheaper and faster, allowing the whole sales process to be more face-to-face with customer contact.
“And with AI, you can start to speed up the admin work that you would do. It’s drafting a letter, or summarising contact.”
And, while the sales process also still requires focus on traditional methods and resources — focusing more directly on hands-on selling, especially for customer needs.
AI is also finding its way into many existing programmes which many people in business use on a daily basis.
Noel also says the CRM tool has moved on considerably over the last few years — helping save time and delivering better results for salespeople, and customers.
“It’s extremely good at being able to develop a pipeline to help increase sales,” he said.
“It’s not just about customer records anymore — there is the addition of AI and specialised software taking this to another level. Modern CRM systems will have predictive analytics and personalised promotions.”
Noel says utilising technology within the sales process will bring strong results and benefits — helping other businesses and sales teams to “gain that competitive edge.”
“Technology can help you achieve your objectives,” he says. “But if you don’t embrace it, you are going to get left behind.”