For years, startups relied on classic go-to-market (GTM) playbooks to bring new products to customers. But as artificial intelligence rapidly evolves, those long-standing approaches are being rewritten. Today, companies can operate with fewer resources, move faster, and target customers with far greater precision.

Speaking at TechCrunch Disrupt 2025, GTMfund general partner Max Altschuler summarized this shift:

“You can now achieve much more with far fewer resources. But solid domain expertise is still irreplaceable.”

🎯 Smarter Lead Generation: AI Brings Precision to Prospecting

According to Marc Manara, head of startups at OpenAI, many early-stage companies are now integrating AI directly into their GTM operations. Instead of basic database searches, AI-driven prompts can identify prospects that match extremely specific criteria.

AI is transforming GTM workflows by enabling:

Highly targeted customer discovery

AI Is Rewriting Startup Go-To-Market Strategies: Key Insights From TechCrunch Disrupt 2025 - Artificial Intelligence visual representation

More accurate lead scoring and qualification

Better monitoring of customer intent signals

Manara notes that this level of personalization simply wasn’t possible with older tools.

“AI allows a depth of signal-tracking and personalization that’s totally different from what we had before.”

👥 The New GTM Team Profile: Curiosity Over Specialization

Google Cloud’s VP of Marketing Alison Wagonfeld emphasized that the makeup of modern GTM teams is evolving. In the past, marketing departments prioritized highly specialized roles. Now, adaptability and curiosity matter even more than narrow expertise.

AI Is Rewriting Startup Go-To-Market Strategies: Key Insights From TechCrunch Disrupt 2025 - Artificial Intelligence detailed view

Wagonfeld explains:

“You still need AI skills and technical understanding, but great marketing still comes down to customer insights, research, and strong creative thinking.”

Curiosity, cross-functional thinking, and a willingness to learn are becoming top hiring priorities.

⚡ Faster Campaigns, Faster Learning

AI-powered teams can produce campaigns at a dramatically accelerated pace. Messaging, content variations, and audience experiments can be generated and tested in minutes rather than weeks.

Wagonfeld adds:

“AI allows you to launch far more messages much faster, and it helps you think more holistically about the metrics you want to drive.”