The technostress paradox: Understanding when CRM systems and their AI functions hurt or help sales performance

Despite the rapid growth of the CRM industry and widespread integration of artificial intelligence (AI) into CRM applications, many organizations struggle to ensure their employees use technology effectively to drive sales performance optimization. We address this paradox by investigating how CRM systems and their AI functions impact salesperson performance through both positive and negative stress mechanisms. Drawing on the Challenge-Hindrance Stressor Framework and Job Demands–Resources model, we theorize a curvilinear relationship between CRM infusion and sales performance, mediated by two opposing mechanisms: technostress and salesperson bricolage. In Study 1, we find that technostress (self-undermining behavior) and bricolage (job crafting behavior) explain dual pathways through which CRM infusion influences sales performance. Study 2 extends these findings by demonstrating that AI-assisted adaptive selling steepens the curvilinear effects of CRM infusion—enhancing bricolage and mitigating technostress. Our results offer novel insights into technology-induced stress and adaptive behavior in digitally transforming sales environments.