TL;DRBoston Consulting Group is training an AI sales agent called Jamie on both its best and worst sellers’ behaviours, using call transcripts and engagement patterns to build a system that coaches human salespeople and improves over time. Vercel has already taken the same approach further, cutting its 10-person SDR team to one human overseeing an AI agent. BCG earned $3.6 billion from AI consulting in 2025 (25% of $14.4 billion revenue) and is part of OpenAI’s Frontier Alliances for enterprise AI deployment.
Boston Consulting Group is doing something slightly unusual with its new AI sales agent. It is teaching it how to fail.
The agent, called Jamie, is being trained not only on the call transcripts, engagement patterns, and conversational habits of BCG’s strongest-performing sellers, but also on the behaviours that did not work, the approaches that fell flat, the moments where a human salesperson lost the room. In an industry that has spent the past two years talking almost exclusively about what AI can do, BCG appears to be equally interested in what it should avoid.
Japjit Ghai, a managing director and partner at BCG X, the firm’s technology build-and-design division, explained the approach on a recent episode of BCG’s podcast, The So What from BCG. “We trained the agent by studying the best sellers, their call transcripts, how they engage with customers, and teaching Jamie to do the same,” Ghai said. “We also trained Jamie not to replicate the worst seller experiences.”
