The traditional go-to-market (GTM) playbooks for startups are undergoing a significant transformation due to the advent of artificial intelligence. Experts note that AI now allows companies to achieve "more with less than ever before," fundamentally altering how businesses prepare to launch and sell their products. This shift, while offering immense potential, also presents a challenge for founders and operators to adeptly navigate the new landscape.

While some discussions suggest a trend towards hiring developers to tackle general GTM problems, there remains a critical need for specific domain expertise. Max Altschuler, general partner at GTMfund, highlighted at TechCrunch Disrupt that tried-and-true playbooks have not become obsolete. He emphasized the continued necessity for a general understanding of how and why certain marketing strategies are effective, advocating for the presence of experienced advisors.

Alison Wagonfeld, vice president of marketing at Google Cloud, further underscored the enduring importance of the core craft of marketing. She explained that while AI knowledge, curiosity, and technological skills are vital, a deep understanding of marketing's fundamental purpose is equally crucial. This includes comprehending customer insights, conducting thorough research, and recognizing the elements of effective creative work.

However, AI adoption significantly enhances team capabilities and speed. Wagonfeld pointed out that AI empowers teams to deploy a greater volume of messages more rapidly, fostering a more holistic approach to defining and tracking key performance metrics. This acceleration enables startups to be more agile and data-driven in their GTM execution.

Marc Manara, head of startups at OpenAI, observed that many startups have eagerly integrated AI into their GTM strategies, often with a focus on precision and personalization rather than solely minimizing resources. He noted a strong movement towards not just doing "more with less," but also being "very focused with how you do it." AI offers a differentiated degree of personalization and signal following that was previously unattainable.

Specifically, AI-powered tools have revolutionized lead generation. Instead of basic database queries, AI prompts can now help startups identify prospective customers who meet highly specific and detailed requirements. The impact extends to inbound marketing as well, where AI can be used to qualify and score incoming leads with significantly greater precision than ever before.

This evolution also demands a change in hiring perspectives for GTM teams. Wagonfeld advised that while the past emphasized hiring specialists—even sub-specialists within marketing or sales—the current environment prioritizes hiring for qualities like curiosity and understanding. She suggested that these traits are now among the top considerations when building a modern GTM team.