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Salespeople spend most of their week on everything except selling. Research, CRM updates, meeting prep, follow-up emails. Only about a fifth of their time goes to actually talking to customers. This week on Machine Dreams, Sam Adebayo sits down with Johan Torssell, co-founder and CEO of Spiich: https://spiich.ai/ a Stockholm-based company building AI agents for B2B sales teams. Johan founded Spiich in June 2025 with CTO Dennis Hadzialic, and the company is backed by operators and founders from across the AI and enterprise software world, including investors behind Lovable and Neo4j. Before Spiich, he turned down offers from companies like Palantir and Meta because he wanted to build this now.
Johan's position is simple and increasingly contrarian. Sales is intrinsically human. People buy from people. An agent can qualify a lead, research a company, draft a follow-up, and keep the CRM current, but it should not press send or close the deal, because that is where trust lives. He points to companies that tried to replace salespeople with AI and had to pull back and hire reps again. He also draws a clear line on autonomy: agents can act freely on anything reversible, but the moment a decision touches a relationship, the human should be in the loop.
Looking ahead, he expects two kinds of salespeople to survive: those who build systems and those who build relationships. He also thinks the buyer side is changing, and that in five to ten years, agent-to-agent purchasing will shift sales from relationship and trust toward data.
If you are a sales leader trying to figure out where AI actually belongs in your pipeline, or a founder wondering what to automate and what to protect, this conversation is a grounded place to start.
