Vol. 7, Issue 1, Part M (2025)

The digital transformation of the business-to-consumer (B2C) space has created a dynamic and fast-paced environment, requiring organizations to adapt their strategies to meet changing consumer needs constantly. Sales force performance is central to these strategies, as their skills, knowledge, and effectiveness have a direct impact on customer engagement and business outcomes. The focus of this research is on the integration of AI within the existing B2C salesforce, particularly how it is implemented for the purpose of automation and personalization of Training Needs Analysis. Traditional approaches to TNA are usually approached in a way that analyzes the existing learning preferences and requirements but fails to accurately predict or customize appropriate and necessary solutions for the learning problems identified. This research employs AI with a particular focus on its potential to address these challenges by providing an application of tailored education solutions, predictive approaches, as well as automatic information gathering.
This study validates its objectives by applying Partial Least Squares Structural Equation Modeling (PLS-SEM) through the analysis and interpretation of research data collected from 100 B2C sales agents and personal interviews with 15 organizational heads of the B2C sales employees, thus capturing the entire intelligence of AI. The other key objectives of the study which were met include delineating AI from Capacity Building, Employee Performance and Training Need Analysis and establishing their positive relationship and significance. These findings indicate that AI’s expanding role will enable it to be developed as a tool for anticipation of the lack of skills, tailoring of training programs according to the performance of learners, and possibilities of enhancing marketing and performance of customers. Further the study recommends that sales teams of organizations should incorporate new business and adhere to recommended AI-based training strategies to enable them meet the changing up customer expectations, enhance overall output, and promote growth.