Why AI Failed to Simplify Go-To-Market Strategies: Lessons Learned
AI Was Supposed to Make GTM Easier. What Went Wrong?
The landscape of go-to-market (GTM) strategies is evolving rapidly, with AI stepping into the spotlight as a transformative force. Yet, as we navigate through this technological revolution, many professionals are left wondering: Has AI truly simplified our work? Drawing insights from thought leaders like Jared Robin, co-founder of RevGenius, we can explore the reality of AI in our daily functions. Let’s dive into the nuances of AI’s role in GTM and discover how we can turn challenges into opportunities.
2025 as the Tipping Point
Jared emphasizes that 2025 marks a critical turning point in the realm of AI and business operations. The transition from experimental use to mandated adoption of AI technologies mirrored a significant economic shift. Companies pivoted from prioritizing aggressive growth to pursuing cost-effective strategies, positioning AI as a crucial tool for achieving these new goals.
However, this expectation may have been misguided.
Instead of streamlining processes, many AI implementations inadvertently complicated them. Teams found themselves adapting to new workflows, integrating various systems, and even establishing new roles like GTM engineers to manage the confusion. As Jared insightfully points out, AI frequently imposed an additional burden on groups already stretched to perform more with fewer resources.
Consequently, numerous AI initiatives faltered—not due to a lack of potential, but because they were introduced without a comprehensive strategy, foundational support, or consideration for the human users involved.
The Shift Toward Human-Native AI
One of Jared’s most compelling forecasts is the necessity for 2026 to usher in the era of human-native AI. This concept isn’t about simplifying tools but rather about alleviating the pressure on individuals. Instead of requiring users to master complex systems, these systems should be designed to absorb that complexity. The goal is an interface that feels intuitive, allowing workflows to align seamlessly with existing methods of thought and operation.
In 2025, teams were urged to adapt to AI; by 2026, the paradigm must shift to prioritize user simplicity.
This transformation is particularly relevant for GTM teams. The majority of revenue leaders aren’t tasked with developing intricate workflows or agents, nor should they be. Their expertise lies in strategy, creativity, and decision-making, not in technical orchestration.
Why Foundations Still Matter
A recurring theme throughout our discussions was the paramount importance of strong foundational elements. AI is not a magic solution that rectifies flawed data, ambiguous processes, or undefined strategies. In many cases, it merely magnifies existing issues.
Jared highlights a common predicament: teams are enthusiastic about AI yet struggle with fundamental challenges such as duplicate records or ill-defined customer profiles. Until these core problems are resolved, the potential for AI to drive significant improvements remains unrealized.
Pursuing advanced tools without addressing these root issues can lead to distractions that ultimately hinder progress.
Creativity as the Real Differentiator
As AI tools become increasingly accessible, creativity is poised to emerge as the true competitive advantage. When everyone has access to similar technologies, the differentiation comes from a team’s ability to deeply understand its customers, clearly define challenges, and approach solutions with innovation.
Jared draws parallels with industry leaders like Salesforce, Netflix, and Uber. These companies didn’t achieve success by merely refining existing models; they redefined industries and created entirely new categories, expanding the array of possibilities.
This mentality also applies to AI. Tools may be replicated quickly, but what endures is a distinctive vision and a genuine connection to the human experiences they aim to improve.
Building for Humans, Not Just Systems
When developing or selecting AI-powered tools, it’s crucial to ask: Do these tools genuinely simplify tasks for users?
Human-native AI is designed to streamline processes, diminish cognitive load, and cultivate confidence over anxiety. It empowers individuals to focus on tasks requiring human insight and judgment.
As Jared aptly sums it up, any future-oriented product must prioritize a human-centric approach.
For GTM professionals facing these evolving dynamics, this principle offers both comfort and guidance. AI doesn’t necessitate a complete transformation into engineering roles. Rather, it calls for leaders to concentrate on desired outcomes, embrace creativity, and keep the human experience central to their work.
As we look ahead, let’s embrace AI not as a challenge, but as a powerful ally in innovating our strategies and enhancing our connections. The shift to a human-native approach is not just a trend—it’s an invitation to redefine how we engage with technology and each other in our professional journeys.
