Over recent months, our team has immersed itself in the world of AI, to see how we can harness its capabilities to make our work even better. We, like many others, have watched in awe and occasionally with a hint of trepidation, as AI has proven itself to be a powerful thought engine. In our experiments we’ve been convinced that the world of work is set to change. Here's our take on how AI will redefine the Go-to-Market (GTM) process.

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AI-enhancements to the GTM process 

Research and discovery 

AI can already comprehend vast amounts of data in a fraction of the time it would normally take. We’ve seen it powerfully pull together disparate datasets on customer and competitor data to identify clear gaps. Over time, it will only get better at calling out market trends and spotting opportunities. 

AI's increasing proficiency in generating and utilizing synthetic data—a type of data created algorithmically rather than being generated by actual user actions—means that businesses can model and predict outcomes in scenarios where real-world data might be scarce or unavailable. This can be particularly valuable in exploring niche markets or launching innovative products where historical data might not exist. 

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Target audience definition 

We have seen AI algorithms dissect customer data and predict which segments might prove most fruitful at jaw dropping speed. But we’ve been able to take it beyond this. With the capability to be trained on specific segments or personas, AI can, in essence, become an embodiment of a company's target customer segment. Teams can then interact with this AI version of their customer segment, diving deep into its preferences, behaviors, and pain points. This is a paradigm shift from the days of sifting through 150-slide decks filled with an overwhelming array of numbers, attempting to distill the essence of a target audience. We’re ready to say goodbye to death by PowerPoint! Now, product marketing teams can have interactive sessions with AI, almost like a 'mock customer interview', to gain insights and refine their approach. Like an always-present chatbot that can answer your questions and give opinions and perspectives from your segment’s POV. 

See more about Untold SegmentAI.
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Value proposition and messaging 

As we are able to custom-train an AI in a specific context, we can make sure it understands the challenges, competitive messaging landscape, vast amounts of customer feedback, and integrate information on segments, mindsets, and Jobs to Be Done (JTBD). This makes the AI into a powerful tool that can supercharge the ideation phase.

The concept is straightforward: Use AI as a marketing engine to accelerate the initial phase of ideation. This helps teams move from 0 to 50 at breakneck speeds. Once this groundwork is laid out, human creativity, intuition, and strategic thinking step in, taking the process from 50 to 100. This means strategies are not only efficient and accurate but also resonate deeply with target audiences.

An added advantage of leveraging AI in this phase is its inherent objectivity. Human teams, no matter how skilled, sometimes fall prey to internal biases or groupthink. AI, on the other hand, can provide unbiased, customer-led concepts that are rooted in real-world data and genuine customer insights. These AI-generated concepts can then be strategically evaluated by teams, ensuring that the final messaging is not only data-backed but also emotionally compelling.

Read more about Untold AI Innovation Sprints. 
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Product development pipeline 

At the heart of any successful product is an understanding of what the user truly desires. AI tools, trained on vast datasets from user interactions, feedback, and market trends, can help distill the abstract nature of customer needs into tangible product features. While expecting AI to conjure up an entirely novel product might be far-fetched, it's perfectly capable of extrapolating from available data and translating nuanced customer feedback into actionable product ideas.

Imagine the ability to take a vague customer sentiment and, with the help of AI, visualize it as a potential product feature. What's even more transformative is AI's capability to assess initial product ideas within the context of specific target segments. Before investing resources into full-fledged user testing, AI can predict potential user responses, effectively acting as a preliminary filter and ensuring that subsequent human-led tests are more refined and directed. 

AI's potential doesn't end at ideation. Post product launches, or even during iterative beta tests, the sheer volume of feedback can be daunting for teams. AI can step in here as a vigilant assistant, rapidly disseminating insights from user interviews, reviews, and feedback forms. This instant synthesis ensures that critical insights don't get lost in the noise.

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Marketing strategy 

AI has the potential to be transformational for marketing strategies, allowing businesses to understand and connect with their target audience better than ever. By leveraging the context it has been trained in, AI can think from the perspective of various customer segments. This enables it to rapidly generate marketing messaging examples, ad executions, social media strategies, and more that are meticulously crafted to cater to a specific segment of customers. The result? Messaging that not only captures attention but also improves conversion.

But it doesn't stop at words. The world of AI has expanded to think visually. With the advent of sophisticated visual generators, AI platforms can now conceive compelling visual campaign ideas in just a few hours. Imagine feeding the AI a concept or a mood board, and having it produce a myriad of potential visual directions for a campaign. There are so many advantages to this: it drastically reduces the brainstorming time, provides a plethora of creative directions to choose from, and ensures a more data-informed visual strategy.

This rapid ideation by AI paves the way for creating laser-focused, tight creative briefs. When shared with creative teams, these briefs become the foundation for a consistent, yet hyper-targeted brand and marketing experience. Every visual, every piece of copy is strategically designed to resonate with the target audience, ensuring maximum engagement and conversion.
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Final thoughts

If you’re not harnessing AI as part of your Go-To-Market you’re going to get left behind. It’s not going to be about choosing between AI and human expertise - it’s about harmonizing them. As AI takes on heavy data-lifting, pattern recognition, and predictive analytics, humans can focus on strategy, creativity, and relationship-building. AI is a facilitator - a catalyst - which will enable teams to achieve more, faster, and with greater precision. We’re optimistic. What we’ve seen is that when you throw AI together with human intuition, creativity, and emotional intelligence - that’s where the true magic happens. 

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Note: At Untold, we have pioneered the integration of the 'Jobs to Be Done' framework with AI to supercharge your product and marketing strategies. While this article focuses on the broader perspective, if you're curious about our process, we're always here to chat.