Artificial intelligence is pushing companies especially startups to rethink how they bring new products to market. At this year’s TechCrunch Disrupt, leaders from OpenAI, Google Cloud, and GTMfund shared how AI is rapidly transforming go-to-market (GTM) strategies and what founders must do to stay competitive.
AI lets startups “do more with less”
According to Max Altschuler, general partner at GTMfund, AI is helping young companies work faster with fewer resources. Tasks that once required big teams and weeks of effort can now be done quickly using AI tools.
But he warned that relying only on AI isn’t enough. Founders still need people who understand real marketing fundamentals and proven growth strategies.
“AI can support the work,” he said, “but the core knowledge of how marketing works still matters.”
Marketing skills still essential, says Google Cloud
Alison Wagonfeld, VP of Marketing at Google Cloud, agreed that AI doesn’t replace marketing expertise—it enhances it.
She said successful teams today need two things:
- Curiosity and understanding of AI, and
- A strong grasp of customer research, insights, and creative strategy.
AI helps marketers test more ideas, launch messages faster, and track performance more accurately. But without human creativity and strategy, it cannot deliver meaningful results.
AI makes sales targeting smarter
Marc Manara, head of startups at OpenAI, explained that startups are now using AI to build far more precise lead lists than before. Instead of running simple database searches, founders can use AI prompts to find customers who match very specific criteria.
AI is also improving inbound marketing. Startups can now qualify and score leads automatically with much higher accuracy, helping teams focus on the right customers from day one.
A shift in hiring priorities
As AI takes over repetitive tasks, the type of talent companies need is changing. Wagonfeld noted that companies are no longer just hiring deep specialists. Instead, they want people who are curious, adaptable, and eager to learn new tools.
Article Credit: techcrunch
