The role of AI in reshaping industrial marketing and sales strategies: strengthening resilience through sales performance for SMEs in the technological industrial products sector

The integration of artificial intelligence (AI) is reshaping international business, particularly in B2B sales and marketing (Wengler et al., 2021; Dondapati et al., 2022). This study examines how AI tools enhance sales efficiency and resilience in SMEs manufacturing technological industrial products, with a focus on the HVACR sector. AI-driven technologies—such as predictive analytics, generative AI, and natural language processing—enable data-driven decision-making, content personalization, and marketing automation (Kumar et al., 2024; Salonen et al., 2024). As technical B2B buyers conduct independent research, access to transparent product data across digital channels becomes crucial (Jørgensen & Fast, 2024; Pascucci et al., 2023). AI supports resilience by improving lead conversion, optimizing resources, and enabling real-time responsiveness (Zhan & Li, 2024; Benjamin, 2025). Despite clear benefits, SMEs face integration challenges (Mukhopadhyay et al., 2025). Through case study analysis, this research investigates AI adoption, implementation barriers, and its impact on sales efficiency and organizational resilience in dynamic industrial markets.