From instinct to real-time insight: Transforming steel sales with AI

2026-07-19 · Source: McKinsey Insights & Publications · Field: Business & Management — Sales & Commercial Development, Corporate Strategy & Leadership · Depth: Fundamental Awareness, quick

Summary

ArcelorMittal Brazil partnered with McKinsey to fundamentally redesign its steel sales journey, implementing a generative AI-powered tool. This strategic collaboration aimed to significantly reduce the daily friction experienced by salespeople, allowing them to shift their focus from administrative burdens and routine tasks towards more impactful activities. By automating and simplifying various aspects of the sales process, the AI tool empowers the sales team to concentrate on creating substantial value for customers, deepening relationships, and identifying tailored solutions. This transformation moves the sales operation from an instinct-driven approach to one powered by real-time insights, enhancing efficiency and strategic customer engagement.

Key takeaway

For Sales Directors evaluating technology investments, consider how generative AI can directly eliminate daily sales friction. Your team can then reallocate valuable time from administrative tasks to strategic customer engagement and value creation. Prioritize solutions that integrate seamlessly into existing workflows to maximize adoption and ensure your sales force focuses on building relationships rather than battling process inefficiencies.

Key insights

Generative AI can remove sales friction, enabling teams to focus on customer value.

Principles

• AI tools can free up sales teams.
• Focus on value creation for customers.
• Redesign sales journey with technology.

In practice

• Implement AI for sales process automation.
• Prioritize customer value in sales.
• Streamline daily selling activities.

Topics

• Generative AI
• Sales Transformation
• ArcelorMittal Brazil
• McKinsey
• Customer Value
• Steel Industry

Best for: Executive, Consultant, Director of AI/ML, AI Product Manager

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Editorial summary, takeaway, and curation by AIssential. Original article published by McKinsey Insights & Publications.