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Die zunehmenden F\u00e4higkeiten digitaler Technologien, insbesondere der k\u00fcnstlichen Intelligenz, werfen jedoch die Frage auf, welche Rolle der Mensch in einem immer st\u00e4rker von k\u00fcnstlicher Intelligenz gepr\u00e4gten Gesch\u00e4ftsumfeld einnehmen wird.<\/jats:p><jats:p>Auf Basis einer qualitativen Studie mit 13\u00a0Interviews wird der Einfluss von k\u00fcnstlicher Intelligenz auf die Rolle von Personen im technischen B2B-Vertrieb untersucht. Die Ergebnisse zeigen, dass die Rollenver\u00e4nderung aus einer operativen (Ver\u00e4nderung der Aufgaben und der Verantwortungen), einer kognitiven (Ver\u00e4nderung der F\u00e4higkeiten) und einer psychologischen Komponente (Ver\u00e4nderung der Selbstwahrnehmung) besteht. 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