How OpenAI and Google see AI changing go-to-market strategies | TechCrunch

"For years, when it was time for startups to start selling their product, they could turn to any number of traditional playbooks. But as with so many things, AI is changing how companies prepare to go to market. "You can do more with less than ever before," Max Altschuler, general partner at GTMfund, told the audience at TechCrunch Disrupt last month."

"The challenge for founders and operators, though, will be threading the needle. While there has been some chatter of startups hiring developers more versed and loosing them on typical GTM problems, he said, there's still a need for more specific domain expertise. "When you have great advisors around you can learn some of the tried-and-true playbooks. Those things haven't gone out the window. I think it's still necessary that you have a general understanding of how and why certain things work in marketing," Altschuler said."

AI is changing how companies prepare to go to market, enabling startups to do more with fewer resources and to move faster. AI adoption allows teams to iterate messaging rapidly, pursue greater personalization, and follow stronger signals for targeting and lead generation. Despite efficiency gains, specific domain expertise and a general understanding of marketing remain necessary to apply proven playbooks effectively. Marketing craft—customer insights, research, and compelling creative—continues to be essential alongside AI skills. Teams can be both resource-efficient and highly focused by combining AI capabilities with marketing knowledge and advisor guidance.

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