𝗔𝗻 𝗔𝗜-𝗳𝗶𝗿𝘀𝘁 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 𝗶𝘀𝗻’𝘁 𝗷𝘂𝘀𝘁 𝗮 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝘆 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗼𝗿 — 𝗶𝘁’𝘀 𝗿𝗲𝘀𝗵𝗮𝗽𝗶𝗻𝗴 𝗵𝗼𝘄 𝘄𝗲 𝗺𝗮𝗿𝗸𝗲𝘁 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆.
𝗔𝗻 𝗔𝗜-𝗳𝗶𝗿𝘀𝘁 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 𝗶𝘀𝗻’𝘁 𝗷𝘂𝘀𝘁 𝗮 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝘆 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗼𝗿 — 𝗶𝘁’𝘀 𝗿𝗲𝘀𝗵𝗮𝗽𝗶𝗻𝗴 𝗵𝗼𝘄 𝘄𝗲 𝗺𝗮𝗿𝗸𝗲𝘁 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆.
As B2B marketers, we’re used to crafting narratives around outcomes and capabilities. However, with AI becoming foundational across IT and SaaS platforms, that narrative needs to be reset.
Over the past few months, I’ve observed a growing shift:
📌 Buyers want to understand how AI is embedded into the product, not just what it can do.
📌 They’re asking for clear, tangible use cases - not high-level aspirations.
📌 And more than ever, they’re looking for domain-specific value they can relate to.
Here’s the mindset I’ve adopted while working on GTM and positioning for AI-enabled platforms and solutions:
1️⃣Lead with the problem, not the tech – Make it real before making it smart.
2️⃣Demystify the AI layer – Show where it drives decisions, insights, or automation.
3️⃣Make it vertical-smart – Customize the message to respective industry segments - generic AI is forgettable AI.
It’s time we stopped treating AI as the shiny object - it’s fast becoming the operating layer of everything we market.
Would love to hear from peers - how are you evolving your GTM playbook in this AI-first era?
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