Facts Tell, Stories Sell: Boosting Generative AI Software Engagement through Narrative

Abstract

LexIQ is a global information analytics company that develops software and decision-making tools for legal and business professionals. It recently launched JuriScribe, a generative AI product designed to support legal research and drafting. Despite strong beta performance, early sales lagged, with sellers reporting market confusion about the product’s utility and fit. This capstone project explored how narrative communication techniques might increase customer engagement during sales interactions. Drawing on 20 customer meetings, the analysis examined 155 discursive events (rhetorical interactions between sellers and customers) and applied constructs from Narrative Transportation Theory, the Technology Acceptance Model, the Innovation-Decision Process, and Diffusion of Innovations. Findings indicated that narrative discourse generally outperformed non-narrative discourse, frequently co-occurred with established adoption drivers, and was associated with higher levels of customer engagement. The strongest engagement co-occurred with imaginative framing, sensory detail, and emotional resonance. Based on these findings, the project recommends that sales professionals anchor pitches in concise, relevant anecdotes, align those narratives with recognized adoption drivers, incorporate credible peer testimonials, and use vivid imagery to help customers envision adopting JuriScribe.