Artificial Intelligence (AI) is emerging as a critical enabler of efficiency and control in sales functions across Fast Moving Consumer Goods (FMCG) industries. Organizations are increasingly implementing AI enabled sales applications but there is limited empirical evidence on their actual impact at field sales level in semi urban Indian markets. This study investigates the effect of AI based sales tools on the performance of salesmen in FMCG beverages sector. The study is located in the Karwar town of Karnataka. The primary data were collected from 30 field salesmen using structured questionnaire on five-point Likert scale. The analysis is carried out using Descriptive Statistics, Percentage Analysis, Graphical Representation and Correlation Analysis. The results show that AI tools provide great support in productivity improvement, performance tracking, market coverage and order accuracy.
Correlation analysis indicates a moderate positive correlation between AI usage and salesmen performance. The research concludes that AI is a supportive performance enhancing mechanism and not a substitute for human sales skills and highlights the need for training and infrastructure support for effective adoption.