PLG + AI: The Future of B2B Sales in 2026

For years, B2B founders have sought to embrace Product-Led Growth (PLG). This often meant enhancing self-serve products and incorporating viral elements. PLG represents the next evolution of self-serve combined with virality.

Companies like HubSpot and Atlassian successfully adopted self-serve models. Others, like Canva and Notion, built their core business around PLG, later adding sales teams.

PLG is now central to many next-generation AI companies. Businesses like ChatGPT and Windsurf leverage PLG motions, often supported by enterprise sales teams for larger deals.

PLG isn't just about offering cheaper editions. It often requires shifting investment from sales to marketing.

The Scalability of PLG

PLG reduces the need for large sales teams, increasing scalability. Finding and retaining talented sales professionals is increasingly challenging.

In the evolving B2B sales landscape, the traditional sales grind is becoming less appealing. Many Chief Revenue Officers (CROs) recognize this shift in motivation.

As we enter the AI age, fewer people are willing to put in the intense effort traditionally associated with B2B sales. This isn't a complaint, but a reality requiring adaptation.

The Rise of the AI Sales Rep

What's the solution? Equipping a potentially less driven, more expensive sales team with AI tools is one approach. The "Mech AE," an AI assistant participating in sales calls, is becoming a reality.

However, even AI assistance doesn't fully address the scarcity of top-tier sales talent.

As AI-powered sales reps (AI AEs) prove effective for SMB and lower-value sales, widespread adoption of the PLG + AI AE model is likely.

Human sales reps will still handle complex deals, and AI AEs will escalate certain interactions to humans.

Adapting Products for the PLG + AI Future

Products must adapt to this new sales motion. Ease of deployment, integration, and rollout will be crucial.

While AI AEs can be more efficient than many human reps, they are limited by what they can accomplish within the browser and on the server. They can't bridge gaps in software, onboarding, or integrations as effectively as humans.

The Inevitable Shift

This shift towards PLG + AI AEs is inevitable. Founders will increasingly optimize their businesses around this model.

With Gartner reporting that 61% of sales leaders struggle to find the talent they need, and the percentage likely even higher in tech, this adaptation is essential.