As artificial intelligence evolves rapidly, its profound impact on go-to-market (GTM) strategies cannot be overstated. From revolutionizing customer segmentation to optimizing marketing campaigns, AI is reshaping how businesses approach every aspect of their GTM efforts.

But what are the specific ways that GTM professionals are using AI? And what is working and not working?

New research by Aptitude 8 and Ascend2 helps quantify how GTM teams are currently using AI, the impact that AI has had on GTM strategy, what makes a successful AI-enabled technology stack, and where we can expect GTM teams to benefit from AI in the coming years.

Key findings highlighted:

Room for improvement. Three-quarters of GTM teams have access to AI, but just 29% of GTM leaders report using AI to a great extent for their jobs.
AI makes an impact. Teams that use AI are more likely to meet their goals. And the more you use it, the more significant the impact.
Built-in is better. AI that is built-in to technology you already use has higher adoption and a bigger impact on performance against goals... But, right now, most companies (73%) don't have built-in solutions in their existing stack.
Robots aren't replacing people yet. Most companies are increasing hiring due to AI, emphasizing AI skills. In fact, over half of companies already have or plan to hire someone to oversee the use of AI. Very few companies are decreasing their hiring due to efficiency gains.
The 23-page research study, How Go-To-Market Strategies are Evolving with AI, surveyed 275 go-to-market leaders across various departments to explore AI usage in GTM teams, its impact on strategy, successful AI technology stacks, and future AI benefits.