The traditional cold call is effectively dead on smartphones, though phone conversations themselves remain valuable; only the method of initiating contact has changed. Apple’s iOS 26 “Ask Reason for Calling” and Google’s enhanced Pixel “Call Screen” use AI-powered call screening to intercept unknown calls before the phone even rings. Acting as digital gatekeepers, these features prevent interruptions from unknown numbers, letting users focus without disruption. This technology marks a major shift in mobile communication, especially as cold calls have long been undermined by robocalls, AI marketing automation, and spam campaigns. Apple and Google’s call screening technologies have now made it effortless to ignore unsolicited calls. In media sales, this shift changes the rules. While personal devices are protected by AI call screening, business phone lines remain open, as office lines still get answered by humans or receptionists and do not run such AI filtering. Thus, B2B cold calling persists, relying on the fundamentally different dynamics of business communications. Personal smartphone calls are filtered for privacy and focus, but legitimate commercial outreach via business lines endures. Though smartphones have evolved into messaging tools, cameras, gaming devices, and AI assistants—pushing calling to a lower priority—phone spam remained a significant problem until Apple’s iOS 26 and Google Pixel updates introduced advanced call screening. Apple’s widespread market share (about 58% of US smartphones in 2025) means most professionals now benefit from AI screening that stands between them and unwanted callers. The AI behind these systems uses speech recognition, natural language processing, and on-device machine learning. Apple’s iPhone locally transcribes callers’ responses in real time, asking unknown callers their identity and reason for calling before deciding whether to let the call through. Google’s Pixel goes further by analyzing responses and offering contextual reply options, such as confirming package deliveries or rescheduling meetings. This technological filter effectively kills the old sales model of mass-dialing hopes. While the smartphone cold call as a tactic is dead, the core skills behind it remain essential: swiftly making compelling cases, clearly articulating value, and building trust.

But such interactions now require precision and preparation over volume. Business landlines, without AI screening, still allow real conversations with decision-makers. Success depends on understanding prospects deeply, delivering value before requesting attention, and building credibility through expertise. The delivery channel has changed, not the fundamentals. Sales experts like Chris Overby of The OverDrive Group see this as an opportunity. AI screening filters noise, so when a properly targeted business line call connects, meetings can still be reliably achieved. Success in the new era means using AI prospecting, LinkedIn activity, email intelligence, and power dialers to strategically reach the right contacts, emphasizing quality over sheer call volume. This shift demands media sales teams focus on building visibility through industry engagement, thought leadership content, and referrals to enhance reputation, which becomes the key to gaining access. Misty Wages, sales director at KLTV-KTRE, echoes this preparation: relying solely on cold calls is no longer adequate. Effective sellers meet customers where they are—active on social media, involved as community leaders, and producing content demonstrating marketing expertise—cultivating relationships long before any sales ask. A single-tactic sales approach creates vulnerabilities. With privacy regulations, spam detection, and AI call screening closing doors to interruptive outreach, earned attention arises as the new currency. Gaining attention requires relevance—understanding prospects’ challenges, securing trusted introductions, and creating genuine value that encourages engagement. Broadcast media’s interconnected nature means outstanding service and solving real problems build reputation, turning cold calls into warm calls as your name grows trusted and recognized. AI call screening symbolizes a larger transformation where professionals reclaim control over their attention, demanding sales and marketing approaches respect this shift. While the smartphone cold call has ended, what emerges is a superior sales approach founded on trust, relevance, and value creation. AI did not kill cold calling single-handedly; it hastened the evolution beyond a now-obsolete tactic. Disclosure: Gray Media is a client of Ordo Digital, a media technology and AI strategy firm.