

Selling AI Through the Fog
Why is it so hard to sell AI?
The opportunity in AI is real. Every boardroom wants competitive differentiation. Every executive wants AI on the roadmap. Sellers walk into initial meetings where curiosity is high, the energy is real, and early-stage interest pours in. But then comes the stall: The questions get vaguer. The enthusiasm fades. And even with a market-leading product and a strong reputation, deals that once looked inevitable start slipping away. It’s not that buyers don’t want to invest in AI. It’s that they don’t know how to buy it. We call this the Fog of AI—and it’s keeping revenue trapped in pipelines everywhere.