There’s a lot of noise around AI in B2B sales. Every platform claims to have it, but not all “AI” is created equal. Some tools add a label without adding real value.

Inside a digital sales room like trumpet, though, AI isn’t a gimmick. It’s what makes the experience work. It turns a shared space into a living, learning workspace that helps deals move faster and gives buyers exactly what they need.

We’ve already explored how AI improves the buyer experience in digital sales rooms. Now, let’s unpack the specific features that make that possible and what you should look for when evaluating an AI-powered platform.

AI personalisation and auto-branding

First impressions count. When a buyer opens a digital sales room for the first time, they should feel like it was built for them.

AI personalisation makes that possible.

It automatically pulls in a buyer’s logo, colours, brand assets and tone to create an instantly recognisable, on-brand workspace.

For sellers, that means less manual setup. For buyers, it means relevance from the very first click.

With auto-brand personalisation, trumpet takes this further by applying brand styling in seconds. No design tools. No back-and-forth. Just a clean, consistent look that makes the experience feel professional and personal.

For enablement or RevOps teams, AI ensures consistency across every deal room. No more outdated decks or mismatched branding.

AI document builder (AI Composer), Ask AI toolbar (SparkAI) and summaries

Creating and refining deal content shouldn’t slow a team down.

AI now handles the writing, structuring and rewriting that usually takes hours, all without leaving the digital sales room.

AI Composer: the document wizard built for sellers

The AI document builder, known as AI Composer, helps reps build complete, credible business cases, onboarding plans and follow-up documents directly inside their Pods.

Instead of starting from scratch, sellers can select a document type, add a few value points or call notes, and let AI guide the rest. It can even pull from Gong call transcripts to reflect the buyer’s own language.

The result is a professional, structured document tailored to each stakeholder, ready in minutes rather than days.

No switching tools. No lost context. No bottlenecks.

It’s not just faster, it’s smarter. AI Composer helps sellers build proposals that actually sound like the buyer, not generic templates.

SparkAI: your built-in sales assistant

The Ask AI toolbar, powered by SparkAI, lives inside every Pod. Think of it as your deal-focused writing assistant.

It helps sellers, marketers and CS teams create sharper content instantly with pre-built prompts designed for real sales workflows. From rewriting a paragraph for a CFO to summarising technical info or drafting objection-handling responses, SparkAI works directly within the workspace.

Users can also type their own prompts in the Ask Anything box. SparkAI pulls context from the Pod and generates tailored, ready-to-use output.

It helps teams:

• Rewrite content for different personas
• Build executive summaries from long text
• Handle objections confidently
• Translate or localise content instantly

No generic output. Just focused, contextual writing support that fits how modern revenue teams work.

AI semantic search and auto-tagging

Buyers shouldn’t have to ask where to find something. They should be able to search naturally and get an instant answer.

That’s what AI semantic search delivers. It understands context, not just keywords, so typing “pricing info for enterprise plan” or “case study in retail” brings up exactly what they’re looking for.

It’s a more intuitive experience for everyone involved.

Behind the scenes, AI also auto-tags files as they’re uploaded to your content management system. It reads what’s inside, understands the context and adds relevant tags automatically.

No more lost PDFs or outdated versions buried in shared drives, just smart, organised content.

AI engagement insights and deal health scoring

AI isn’t just about automation. It’s about insight.

By tracking how buyers interact with your room - views, time spent, shares, reopens - AI builds a live picture of engagement.

The result is a clear AI engagement score that shows which deals are hot, which are stalling and where your team should focus next.

Sales leaders get visibility into pipeline health, and reps can see which stakeholders are most engaged, turning data into clear direction.

It’s the difference between guessing where a deal stands and knowing it.

AI org chart builder

In complex deals, it’s easy to lose track of who’s who.

The AI org chart builder automatically maps every stakeholder, highlighting their role, influence and engagement level.

It helps sellers understand the buying committee and spot potential blockers early.

For customer success teams, it’s just as powerful. It shows exactly who’s active post-sale and who might need re-engagement ahead of renewal.

Choosing the right platform

The best AI features don’t sit in silos. They connect.

When evaluating platforms, look for AI that’s:

• Embedded across the workflow, not bolted on
• Easy to understand (you can see why it made a recommendation)
• Integrated with your sales and CS processes

Avoid tools that use AI as a buzzword. Look for those that make everyday selling genuinely easier.

These AI capabilities only matter when they’re part of a connected workspace. If you’re still new to the concept, here’s a quick look at what an AI-powered digital sales room is and how it functions behind the scenes.

Final thoughts

AI isn’t replacing sellers. It’s removing the busywork that stops them selling.

From personalisation to insight, the right AI features make every buyer interaction smoother, faster and more human.

That’s the kind of intelligence that moves deals forward.

Explore trumpet’s AI suite to see how these capabilities work together to simplify selling and enhance the buyer experience.

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→ To see these features in action, explore real-world use cases of AI in digital sales rooms and the measurable ROI they’re delivering.