The State of AI for GTM

We’ve entered the have and have not era of AI in go-to-market (GTM). 53% of leaders surveyed said they’re seeing little or no impact from AI. Many GTM leaders frankly don’t trust AI outputs and are worried about AI slop.

Yet a small group of GTM leaders are seeing outsized returns from AI:

Generating high quality pipeline on auto-pilot
Improving conversion rates through 1:1 messaging
Seeing big efficiency gains across marketing and sales

The best news: You don’t need to be an AI engineer to replicate these AI use cases yourself. Most of them can be built with general-purpose LLMs (ChatGPT, Claude, Gemini) along with affordable, off-the-shelf tools.

AI Capabilities Being Used for GTM

Capability	Adoption Rate
General purpose AI tools (ChatGPT, Claude, Gemini)	91%
Custom GPTs	56%
Vibecoding or prototyping tools	41%
AI agents	41%
Specialized AI tools from vendors	36%
Multi-agent workflows	21%

Vibecoding Use Cases

Teams are building their own solutions using tools like Lovable, Bolt, Claude, V0, Replit, and Cursor for:

Lead magnets
Landing pages
Community upvoting
ROI calculators
Lead collector forms
Event registration
Custom CRM interfaces
Conference scraping
Feature prototypes
Webflow code
Meeting prep research
Partner marketplaces

AI Agents in Production

Number of Agents	% of Teams
None	47%
1-3 agents	32%
4-10 agents	14%
11-20 agents	6%
21+ agents	2%

No significant differences between early stage and later-stage companies

Content Creation Use Cases

1. AI Content Assistant

Operator: Maja Voje, GTM Strategist Tools: ChatGPT Complexity: Low

One of the favorite workflows is building your own AI Content Assistant that helps more team members get active on LinkedIn.

How to use it: Help you ideate, draft, and edit content.