Disappointed with AI in GTM
So far.
I’m a little disappointed about AI products in GTM tech so far.
Big big picture I’m optimistic about AI (and a bit scared).
Two clicks down, business and information work are changing fast. New AI-Native tools are tearing through many categories and functions. Customer support AI is on fire (eg Fin, Sierra, Cresta). Coding agents of course (Cursor, Lovable, etc). General AI productivity tools (Gamma, ChatGPT, Lindy, decks, docs, etc). Legal work (eg Harvey). Plus many vertical apps taking off.
But in GTM… not yet.
What have we actually got so far?
1.) LLMs gave us all productivity lift.
ChatGPT, Claude, Gemini. All impactful. Video and image gen for content. But these help everyone. Not directly solving for GTM.
2.) We got a wave of "AI SDRs."
Maybe it works eventually. But I don't see success stories yet (except for Jason Lemkin and his 20 AI sellers).
3.) We have Clay and n8n.
Truly amazing leverage here. This is where you can build stuff with LLMs. But they aren't ready-made agents.
4.) We got better chatbots.
This is like Drift + LLM. Better than old chatbots. But doesn't change how you go to market.
5.) Every GTM tool added AI features.
e.g. At Keyplay our agents do enrichment and lookalikes. Helpful but not revolutionary. Every SaaS 1.0 and 2.0 platform sprinkled AI in. Some more than others.
Net net we have:
✅ Lots of RevOps efficiency.
✅ Content production leverage.
✅ GTM engineering with LLMs.
It feels like most “AI in GTM” is efficiency theater. It makes sellers faster inside the same old workflows. And buyers mostly experience it as… more noise, at higher velocity.
Of course, the buyer dynamic is already be shifting because we all have LLM chat + search. But it’s not inside “GTM tech” categories. This is a scary dynamic because it’s completely outside vendor control. I think this will be part of the “new way” that emerges, but unclear how it takes shape.
What I’m waiting for is AI that changes the buyer dynamic AND gives GTM teams new playbooks. Not just efficiency for sellers and ops, but ways to create different/better experiences for buyers. Upleveling both sides of the equation.
That's when it gets exciting IMO.
What did I miss? Do you think AI + GTM breaks out in 2026?
Agree. Most AI in GTM just makes sellers faster inside the same broken workflows. More output, more noise.
The real gap is buyer dynamics. Buyers already changed how they learn and decide, but GTM tech still optimizes clicks, sequences, and handoffs.
The breakout isn’t better AI features. It’s AI that coordinates intent, timing, and channels around how buyers actually move. That’s when GTM really changes