Sheffield, UK – 6 August 2025 – Huthwaite International, the global authority on behaviour change for sales performance, today announced the launch of two groundbreaking AI-powered learning solutions: the SPIN® AI Mentor and AI Customer Simulation Bot.
These industry-first tools represent the only AI technology trained exclusively on authentic Huthwaite International research, offering sales professionals and L&D teams an unprecedented opportunity to embed SPIN® Selling behaviours at scale.
The new solutions address a critical challenge facing global organisations: how to sustain learning momentum and drive meaningful behaviour change beyond traditional classroom training. By combining decades of proven SPIN® methodology with cutting-edge artificial intelligence, Huthwaite has created a comprehensive ecosystem that supports continuous skill development and measurable performance improvement.
Revolutionary AI coaching available around the clock
The SPIN® AI Mentor functions as an intelligent virtual coach, providing personalised guidance 24/7 across multiple languages and devices. Unlike generic AI solutions, this mentor has been exclusively trained on Huthwaite's extensive SPIN® research base, ensuring every interaction reflects proven sales methodologies that have transformed performance for millions of professionals worldwide.
Sales professionals can leverage the AI Mentor to prepare for critical customer meetings, craft compelling SPIN® questions, analyse conversation outcomes, and develop strategic next steps. When human coaching support isn't available, the Mentor delivers expert-level guidance precisely when it's needed most, ensuring consistent application of SPIN® principles across global teams.
Risk-free practice with realistic customer interactions
The AI Customer Simulation Bot complements the Mentor by offering safe, judgement-free environments where sales professionals can practise and perfect their skills. These sophisticated simulations provide realistic customer conversations aligned with SPIN® methodology, delivering immediate developmental feedback that accelerates skill acquisition.
The platform offers bespoke simulation scenarios tailored to specific industries and business challenges, enabling contextualised learning that resonates with real-world sales situations. This approach ensures that theoretical knowledge translates into practical capability, driving measurable improvements in customer engagement and sales outcomes.
Transforming learning and development at scale
For L&D professionals managing global sales organisations, these AI-powered tools deliver unprecedented capability to:
- Reinforce critical behaviours between formal training interventions, ensuring sustainable change
- Accelerate competency development through unlimited, realistic practice opportunities
- Ensure global consistency with multilingual support and device-agnostic accessibility
- Measure learning impact with data-driven insights that connect to business performance
- Reduce coaching burden whilst maintaining high-quality developmental support
Setting new standards for AI-enhanced learning
“Our AI tools are designed with the L&D leader in mind,” said Robin Hoyle, Head of Learning Innovation at Huthwaite International. “They provide the reinforcement, realism, and reach needed to turn learning into lasting performance – without adding to the coaching burden.”
The launch positions Huthwaite International at the forefront of AI-enhanced learning, combining the company's unparalleled expertise in sales behaviour change with innovative technology that meets the evolving needs of global organisations.
About the technology
Both AI solutions leverage advanced machine learning capabilities whilst maintaining strict adherence to SPIN® principles. The technology supports multiple deployment options, ensuring compatibility with existing IT infrastructure whilst providing the flexibility needed for global implementation.
Next steps
Sales leaders and L&D professionals interested in exploring how Huthwaite's AI-enabled learning solutions can transform their organisation's sales performance are invited to discover more about these revolutionary tools.
For detailed information and demonstration opportunities, contact: enquiries@huthwaite.co.uk
Embrace the future of Sales
Download the whitepaper to learn why human skills and interactions are more important than ever in an increasingly AI-driven world.
