Derek Keller | 2026 I.S. Symposium
Name: Derek Keller
Title: Stay Positive: AI Integration in B2B Sales — Integration Outlooks, Perceptions, and Dimensions in Ohio Construction Equipment Rentals
Major: Integrated Human Dynamics (Self-designed major)
Advisor: Peter Abramo
Artificial intelligence is transforming industries at a rapid pace, yet most businesses have been slow to adopt it. This study investigates how business-to-business salespeople in the U.S. construction equipment rental industry — a field built almost entirely on in-person relationships — think and feel about integrating AI into their daily work. Using a 39-item survey distributed to salespeople at companies like United Rentals, Sunbelt Rentals, and Herc Rentals across Ohio, this study measured five key concepts: how salespeople view existing technology like customer relationship software, how they perceive new AI tools, how much they want AI assistance, how much they currently use it, and how prepared their companies have made them feel. The results reveal a striking paradox. Salespeople expressed genuine enthusiasm for AI tools — scoring their desire for AI assistance notably high — yet reported that AI has had little meaningful impact on their actual work. This gap points to a significant market opportunity: an industry that is not anti-AI, but simply pre-AI. Perhaps most concerning is what the study calls the “Readiness Gap.” Companies are not adequately preparing their salespeople for AI integration, leaving workers enthusiastic but underprepared. Interestingly, years of sales experience had no effect on AI outlook, suggesting AI represents an equal playing field for veterans and newcomers alike. The study concludes that the salespeople best positioned for an AI-integrated future are those who already embrace technology as a tool — not just those who rely on charm and hustle alone.
Posted in Symposium 2026 on May 1, 2026.
