IronBenchmark · Independent Research

AI in Heavy Equipment Sales:
2026 Benchmark

AI is moving fast. Nobody knows how fast it's moving in this industry — until now. This is the first benchmark study on AI adoption specifically in construction, agricultural, and industrial equipment sales.

13 questions. About 5 minutes. You'll receive the full report free when it publishes.

Dealers · OEMs · Rental · Auction Fully anonymous No vendor angle Free report for respondents

US-based respondents only  ·  Anonymous and aggregated  ·  Independent research — no sponsors

Section A · Who You Are
Let's start with some context.
3 questions · about 60 seconds. Responses are fully anonymous and aggregated. IronBenchmark is independent research — not sponsored by any manufacturer, dealer group, or vendor.
Question A1What type of organization do you work for?
Please select an option to continue.
Question A2What best describes your role?
Please select an option to continue.
Question A3How large is your sales team?
Please select an option to continue.
Section B · AI in Your Sales Process
What's actually happening on the ground.
4 questions · about 90 seconds. No right or wrong answers — honest data is what makes this report useful.
Question B1Which of the following are you actively using AI for in your sales process today?
Select all that apply
Please select at least one option to continue.
Question B2What AI tools or platforms are you currently using?
Select all that apply
Please select at least one option to continue.
Question B3How would you describe AI's impact on your sales results so far?
Please select an option to continue.
Question B4Which part of the sales process has AI helped the most?
Please select an option to continue.
Section C · Barriers & Skepticism
The honest part of the conversation.
3 questions · about 60 seconds. This section produces some of the most valuable data in the report — the gap between where the industry thinks it is and where it actually is.
Question C1What's your biggest barrier to adopting or expanding AI in your sales process?
Please select an option to continue.
Question C2When it comes to AI in sales — where do you think you stand vs. your competitors?
Please select an option to continue.
Question C3What would most increase your confidence in AI for sales?
Please select an option to continue.
Section D · Looking Ahead
Where this is all heading.
2 questions · about 60 seconds. The industry is split on this — your view contributes to one of the most interesting findings in the report.
Question D1Where do you expect AI to have the biggest impact on equipment sales in the next 2 years?
Please select an option to continue.
Question D2In 3 years, AI in heavy equipment sales will be…
Please select an option to continue.
Almost done
You're in. Thank you.
Your responses have been recorded. You'll receive the AI in Heavy Equipment Sales: 2026 Benchmark report by email when it publishes — free, before public release.

IronBenchmark has two other open studies — both free for respondents:

Heavy Equipment State of Marketing 2026 — budget allocation, cost-per-lead benchmarks, digital adoption, and what channels are actually delivering ROI across the industry.

The Dealer Response Report 2026 — how dealers manage multi-channel customer communications and what it's costing them in deals and reputation. Dealer-focused.

Know someone in equipment sales who'd want to see this data? Forward them the link: ironbenchmark.com/ai-sales
← Back to IronBenchmark.com