AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

A key component of sales education is role-play practice, but grading role-plays is time-consuming and a beneficial but unscalable activity. Additionally, students struggle to act as a buyer in role-play practice because they have no business experience. The inability to act as a realistic buyer can impede sales call practice. This research empirically examines how the use of AI role-plays using Yoodi in a professional selling class impacts students and instructors. This research empirically examines how the use of AI role-plays in a professional selling class impacts students and instructors. Findings through a qualitative analysis of student feedback reveal that the AI role-plays helped prepare students for human role-plays. Students appreciated the flexible practice opportunities and the clear, immediate feedback on their delivery. The pilot also reduced grading variation and saved the instructor time. Overall, the project shows that structured, technology-supported practice enhanced student learning and created a more scalable model for sales education.

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