Are technology giants putting an end to cold outreach?

      One of the most pressing questions for sales teams as we enter 2026 is whether tech giants are putting an end to cold outreach. Currently, the answer remains uncertain; however, here is a viewpoint from a sales professional.

      Recently, Apple and Google have rolled out two features that indicate a noticeable trend toward diminishing cold outreach. Apple’s “Ask Reason for Calling” is revolutionary. It essentially transforms cold calling into another messaging format, stripping away dynamism, surprise, and spontaneity. The human element is crucial in sales, but how can this be maintained when interactions are condensed to a few brief messages?

      The essence of cold calling has always been the element of surprise. The person on the other end has no prior expectations, no awareness of who is calling or the subject matter, and receives no immediate indicators such as the caller's origin, accent, or approach.

      What does this mean for the extensive books and courses salespeople study to grasp psychology, tone, and attention capture? Are they becoming obsolete?

      Google has introduced a new AI inbox feature that provides personalized summaries of incoming emails and tasks. This raises the question: once a decision-maker realizes you are attempting an unsolicited sale, will your email be overlooked, discarded, or met with a “unsubscribe” response?

      This development isn’t surprising, considering Google has been tightening its regulations on bulk and cold emails for quite some time. However, such measures have led salespeople to increasingly innovative tactics, expanding the definition of what "off the wall" really entails.

      Currently, B2B emails, Gmail, and LinkedIn are starting to mirror platforms like Instagram, TikTok, and WhatsApp—with decreased focus, lower quality content, less valuable information, and greater distraction.

      While many, particularly decision-makers, criticize salespeople for negatively impacting the business environment in terms of trust and distraction, and despite ongoing complaints about cold calls and emails on LinkedIn, outreach and sales remain essential for company growth.

      Everyone has something valuable to communicate, regardless of their role or company. Time is undoubtedly the most precious resource, yet taking a five-minute call or reviewing a three-minute email isn’t an endless commitment. These interactions can provide unforeseen value and create new opportunities.

      In an increasingly AI-driven world, with evident changes across all business sectors, the human touch remains fundamental in every company. Networking, meeting new individuals, and sharing ideas are the foundations of business.

      So, are tech giants truly eliminating cold outreach? Only time will reveal the answer. For now, the response is no.