Six in Ten Manufacturers Say AI Quoting & Pricing Tools Are Their #1 Modernization Goal

Remember when every conversation in manufacturing was about “digital transformation”? ERP this, CRM that, eCommerce everywhere. That was the playbook for modernizing sales and it was important work. But that chapter is closing. Today, the spotlight is shining brightly on AI – and it’s where many manufacturers are betting their future growth.

Beyond Digitization: The AI Era of Sales

To dig deeper, we surveyed 200 mid-sized and enterprise manufacturers across industries like computer hardware, robotics, HVAC, medical devices, and industrial equipment. We asked them where they’re focusing, what’s working, and what’s next.

According to the Built to Sell Report, the results are striking:

• Six in ten manufacturers now rank AI-driven pricing tools as their top modernization priority.

• Nearly 40% have already deployed AI-powered sales agents to guide customer interactions.

Here’s the key: this isn’t AI for AI’s sake. Manufacturers want (and desperately need) pragmatic tools they can actually use every day – think AI quoting for manufacturers, smarter pricing, guided quoting and selling, and AI-optimized content that improves visibility in AI search for manufacturers. Tools that don’t demand a rip-and-replace overhaul, but which plug seamlessly into the systems they already rely on.

Pragmatic AI: Intelligent Tools, Real Impact

When I talk with manufacturers, one theme comes up again and again: they don’t have the luxury of from-the-ground-up rebuilds. What they need are intelligent tools that make their quoting, pricing, and customer engagement faster, smarter, and less error-prone. That’s what pragmatic AI delivers.

Smarter Pricing

Let’s be honest: for too long, pricing has relied on static spreadsheets, historical averages, or gut feel. AI-powered quoting and pricing for manufacturers, manufacturers can analyze deal history, cost trends, and customer segments to generate recommendations that protect margins, improve consistency, and keep quotes competitive. That’s margin protection and sales confidence in one.

Guided Quoting & Selling

Configuring complex products manually is slow and error-prone. With AI quoting for manufacturers, sales agents now act as digital co-pilots, recommending valid configurations, surfacing upsell opportunities, and routing approvals instantly. The result: fewer mistakes, faster quotes, and reps free to focus on customer relationships instead of chasing down sign-offs.

AI-Optimized Content

Search visibility is changing fast. Traditional SEO remains critical, but today’s buyers also rely on AI search for manufacturers. That’s why manufacturers need to use AI to optimize product content for Generative Engine Optimization (GEO) – making sure AI search assistants surface their products in conversational queries. With AI refining titles, metadata, and descriptions across regions and buyer profiles, manufacturers can make sure that when a procurement officer (or an AI assistant) asks for “the best industrial fan in the Midwest,” their products show up front and center.

Why This Matters Now

We’re at a crossroads. Industry 4.0 used to feel like something only large enterprises could afford. Mid-sized manufacturers were left piecing together spreadsheets, manual quotes, and disconnected tools. But the tide is turning. AI is leveling the playing field.

Still, too many AI and quoting tools are still only partially connected to ERP and CRM systems. That means millions in lost revenue, fractured buyer experiences, and stalled growth. To unlock the full opportunity, manufacturers have to leverage intelligent agents that orchestrate across quoting, sales, and marketing.

The Bottom Line

Here’s what I see every day: the manufacturers leaning into AI-powered quoting and selling are the ones building resilience and agility into their sales operations, setting the pace for everyone else. If you wait, you risk falling behind buyers who are already moving faster, demanding smarter, and expecting seamless digital experiences. My advice? Don’t wait to catch up. Start now, and make AI part of how you win.

Want the full picture? Download the Built to Sell Report 2025: Digital Selling Is Paying Off, While AI Fuels The Future for deeper insights, survey data, and practical takeaways for manufacturing leaders.