New Zealand's sales sector has remained resilient through a period marked by economic uncertainty, evolving job seeker behaviours, and the rapid integration of artificial intelligence (AI) into workplace processes. Although broader economic caution persists, employee retention across B2B tech sales teams has been surprisingly stable, largely due to opportunities presented by AI-driven role evolution.



Rather than replacing sales roles, AI is refining them—delineating routine administrative tasks from high-value human-centric interactions. This shift is enabling forward-thinking organisations to double down on human-led initiatives such as client relationship-building and event engagement, while automating structured sales tasks like pricing and reporting.

This transformation has shaped new priorities around retention, culture, and compensation. Today’s sales professionals are increasingly weighing factors beyond salary—seeking workplace cultures that offer psychological safety, transparent communication, and long-term career development. At the same time, compensation models that incorporate uncapped commission structures are enabling ambitious salespeople to dramatically increase earnings through performance gains.

Companies that adapt to this changing landscape—by empowering their teams with AI tools and designing incentive structures that reward results—are positioning themselves to attract and retain top-tier talent in a competitive market.

“Ultimately… those are the things that are very difficult to automate or replicate.”

In a conversation led by Sharna Bryant, Permanent Senior Consultant at people2people, Sam Olorenshaw, General Manager at CarbonInvoice, offered an insider’s view of how AI and culture are shaping the future of sales in New Zealand.

Speaking from experience in a tech-focused B2B sales environment, Olorenshaw observed strong retention trends across his peer group: “AI has actually played a big role in that.” He explained that well-structured sales teams now allow top performers to upskill and enhance their earnings potential, especially in environments that embrace AI integration.

Cultural alignment has become just as critical as salary in influencing employee decisions. “Culture is everything,” Olorenshaw stated, noting that people are increasingly willing to accept lateral or even slightly reduced compensation for roles that offer meaningful work and supportive teams. This shift is, in part, a response to past job-switching missteps during the rapid transitions of 2022. Candidates are now savvier and more deliberate in their career choices.

AI, Olorenshaw noted, is helping delineate between structured and humanistic sales skills. Structured tasks—like proposal creation, pricing analysis, and market research—can now be partially or fully automated. “Where we’re seeing the real value now is in the humanistic skills,” he said, pointing to the irreplaceable value of relationship-building and nuanced communication.

This transformation has led companies like CarbonInvoice to invest in experiences that prioritise human connection: “We’re actually doubling down on things that might be seen as traditionally expensive. So tree planting days, human-led cold calling, attending conferences.” These activities foster engagement, differentiate brands, and build trust in ways automation cannot replicate.

On the topic of compensation, Olorenshaw offered a critical insight into why sales roles may be uniquely positioned to benefit from AI. “Salespeople are probably the best adopters of AI,” he suggested, particularly because their performance-based pay structures create strong incentives to boost productivity. “If you have a salesperson on uncapped commission… they’ve got a direct incentive to become more efficient and ten X their own pipeline.”

This dynamic opens the door for young, motivated professionals to scale their earnings in ways rarely seen in other knowledge sectors. “Think about the compensation for your salespeople and make those huge results attainable,” he advised.

With salary expectations rising and AI reshaping how success is measured, companies must evolve not only their tech stacks but also their incentive structures. Those that can do both stand to gain a competitive edge in attracting and retaining the next generation of high-performing sales talent.

Practical Takeaways for Sales Employers in New Zealand

• Integrate AI into structured sales tasks to allow staff to focus on relationship-building and high-value interactions.

• Build a culture that offers psychological safety, transparent feedback, and long-term development pathways.

• Recognise the importance of non-monetary benefits such as event participation, in-person client engagement, and team initiatives.

• Design compensation structures that reward performance with scalable upside, particularly through uncapped commission models.

• Embrace AI not as a threat, but as a tool for unlocking greater efficiency and retention among motivated salespeople.