The Evolution of AI: From GTM Motions to Early Days of AI


Hatched by Glasp

Sep 11, 2023

4 min read


The Evolution of AI: From GTM Motions to Early Days of AI


Artificial Intelligence (AI) has ushered in a new era of technology, transforming various industries and creating new opportunities. In this article, we will explore the different Go-To-Market (GTM) motions for high-intent and low-intent customers, and also delve into the early days of AI, highlighting its discontinuity from past capabilities.

GTM Motions for High-Intent Customers:

When dealing with high-intent customers actively searching for a solution, there are several effective GTM motions to consider.

1. Produce Discoverable Content:

For frustrated customers struggling to find a viable solution, creating discoverable content can be a game-changer. By providing valuable information and positioning your offering as the solution, you can attract and engage high-intent customers.

2. Create a Super-fan by Over-servicing:

In cases where customers require complex and nuanced solutions for their specific use-cases, over-servicing one customer at a time can lead to the creation of super-fans. By going above and beyond to meet their needs, you can establish a loyal customer base.

3. Hack a Distribution Channel:

If your offering is straightforward and the customer is not actively searching for a solution, hacking a distribution channel can be an effective GTM motion. By leveraging existing channels or exploring innovative distribution methods, you can reach and convert high-intent customers.

GTM Motions for Low-Intent Customers:

When dealing with low-intent customers who may not actively be searching for alternatives, different GTM motions can be employed.

5. Cold Outreach with a Hook:

In a market with numerous alternative solutions, adapting a new solution can be challenging for low-intent customers. Cold outreach with a compelling hook can grab their attention and persuade them to consider your offering.

6. Launch Somewhere and Get PR (Optional):

If the market is dominated by legacy players and your offering is self-serve, launching somewhere and generating PR can help create awareness and attract low-intent customers who are not actively seeking alternatives.

8. Embed Yourself in the Community Authentically:

When the market is not dominated by legacy players and your offering has a niche appeal, authentically embedding yourself in the community can yield positive results. By actively engaging with the target audience and building relationships, you can establish trust and attract low-intent customers.

10. Building in Public:

For products with wide appeal in a non-legacy dominated market, building in public can be a powerful GTM motion. By showcasing your product development journey and involving the target audience in the process, you can create excitement and attract low-intent customers.

11. Influencers:

Similar to building in public, leveraging influencers can be effective when targeting low-intent customers. By collaborating with influencers who align with your offering's values and target audience, you can tap into their reach and credibility to drive adoption.

12. Full-Blown PR:

For low-intent customers interested in products with a strong social mission, engaging in full-blown PR can be impactful. Highlighting the unique aspects of your product and its positive impact can generate buzz and attract customers.

The Early Days of AI:

The emergence of AI represents a step function in capabilities and products, marking the dawn of a new era in technology. It is crucial to recognize this discontinuity from past AI capabilities and understand the value it offers.

AI is still in its early stages, and we can anticipate at least four waves of AI development:

Wave 1: GenAI Native Companies:

Companies like ChatGPT and Github Copilot have gained significant revenue and user traction, demonstrating the potential of AI-powered solutions.

Wave 2: Early Startup Adopters and Fast Mid-Market Incumbents:

Startups leveraging GPT-3.5/4 and mid-market incumbents quickly adopting AI-powered products are driving the current wave of AI adoption.

Wave 3: Next Wave of Startups:

The upcoming wave of startups will explore new formats like voice and video, as well as utilize natural language in more verticals and innovative ways. This wave will also witness the emergence of new types of infrastructure.

Wave 4: First Big Enterprise Adopters:

As larger companies enter the AI space, we can expect the development of fully-fledged AI products rather than just demos or prototypes. These products will extend beyond major players like Microsoft, Adobe, Google, and Meta.


As AI continues to evolve, businesses must adapt their GTM motions to cater to both high-intent and low-intent customers. By understanding the unique needs and behaviors of each customer segment, companies can effectively position their offerings and drive adoption. Additionally, keeping a pulse on the early days of AI enables businesses to stay ahead of the curve and capitalize on the immense opportunities that this technology presents.

Actionable Advice:

  • 1. Invest in creating discoverable content that positions your offering as the solution for high-intent customers actively searching for alternatives.
  • 2. Cultivate super-fans by going above and beyond to meet the complex needs of high-intent customers who require nuanced solutions.
  • 3. Leverage influencers and community engagement to tap into the wide appeal of your offering and attract low-intent customers not actively seeking alternatives.

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