Artificial intelligence from OpenAI and Google is redefining how startups build and execute go-to-market strategies. At TechCrunch Disrupt, GTMfund general partner Max Altschuler said AI enables early-stage companies to operate with fewer resources while increasing their output. He noted that although automation accelerates execution, founders still need guidance rooted in established marketing practices.
Google Cloud vice president of marketing Alison Wagonfeld said the fundamentals of marketing remain essential. Teams must continue to understand customer insights, research, and creative development even as AI allows faster message testing and performance tracking.
OpenAI head of startups Marc Manara said many founders now rely on AI to improve lead generation and qualification. Instead of basic database queries, teams use prompts to identify precise customer profiles and score inbound leads with greater accuracy. Hiring expectations are shifting as well, with companies prioritizing curiosity and broad technical understanding over narrow specialization as AI becomes embedded in GTM workflows.
