Did we all stop trusting phone calls?

Did your phone ring today? Did you answer?

Anytime my phone rings, I cautiously look at who's calling. Is it someone I know? Is it from another country?

Then I cautiously answer.

I wait for the other side to say hello first (a strategy to combat phone scams). And then figure if it's a sales call (it always is). On that, I happen to know a few people who do not answer calls unless the caller first sends a message.

The promise of AI voice agents

An AI voice agent is an intelligent, voice-activated system that uses Natural Language Processing (NLP) to understand what you say and interpret your intent, so it can answer questions and provide support – all without human intervention.

It's actually quite amazing.

With the right training and refinement, I can see how AI voice agents will work well as support agents – handling FAQs, basic requests, and routine follow-ups.

But, as a sales outreach tool? I have doubts.

People are cautious about answering calls. Generation Zs prefer texting compared to speaking over the phone. The idea of AI voice agents doing cold outreach or sales calls seems to be something that's going to be viewed as spammy and scammy.

Generation Alpha prefers self-serve

Consumer behaviour studies show that Generation Alpha has a stronger preference for self-serve, digital-first experiences.

Because they grew up with technology, they are more comfortable navigating online and digital interfaces and managing tasks autonomously, at their own pace.

What does this mean for marketing?

A lot. As video content continues to dominate, more businesses will rely on Video Sales Letters (VSLs) to qualify their customers. A well-made VSL can handle up to 80% of what a sales call does – explain the product, clarify who it's for, address common objections, and set expectations.

Done right, you'll have customers showing up to real human sales calls already pre-qualified and ready to buy.

Here's a good video that explains what a VSL is: