For many years, startups have often relied on verified traditional marketing strategies when preparing to launch products.
However, the rise of AI is causing the entire process to change rapidly.
At TechCrunch Disrupt recently, Max Altschuler, a partner of GTMfund, emphasized that AI allows small groups to do more work with less resources, but this does not mean that humans are redundant.
According to Altschuler, the biggest challenge today is not what AI can do, but whether the founding team is capable of solving the problem in the right direction.
Startups that apply AI still need experts who are knowledgeable about the market, experienced and know how to operate marketing strategies effectively.
Having AI support does not mean you ignore traditional marketing platforms. You need to understand why that strategy is effective to apply it properly, said Mr. Altschuler.
From Big Tech's perspective, Alison Wagonfeld, Vice President of Marketing at Google Cloud, affirmed that the role of the marketing industry is still extremely important.
Wagonfeld believes that AI is just an accelerator, helping marketing teams deliver more messages, test faster, and analyze data more comprehensively.
But the core of marketing is still understanding customers, grasping needs, doing market research and being creative.
You need an AI expert, but you also need someone who understands customer insight, Ms. Wagonfeld emphasized.
From OpenAI, Marc Manara, Director of Startup, said that more and more startups are seeing AI as the foundation of GTM strategy (market access strategy).
The goal is not to reduce personnel but to improve accuracy and personalization.
Thanks to AI, companies can build a list of potential customers that is much more sophisticated than before. From a simple survey to a set of complex criteria handled by AI.
Not only finding customers, AI also helps evaluate and score them with high accuracy, supporting marketing teams to allocate resources more effectively.
This changes the entire domestic marketing process (inbound marketing), which previously depended heavily on manual judgment.
wagonfeld said the biggest change in the AI era has been recruitment thinking.
If companies previously prioritized recruiting specialized experts in a small area of marketing or sales, now curiosity, the ability to learn AI and flexible thinking are the decisive factors.
That is almost the most important quality in GTM recruitment today, Ms. Wagonfeld affirmed.
AI does not replace humans, but forces humans to change to adapt to the new environment.
Businesses that know how to combine traditional skills with the power of AI will have a clear advantage in the race to approach the volatile market.
