For years, startups followed well-worn go-to-market (GTM) playbooks—hiring sales teams, running targeted ad campaigns, and building out inbound funnels. But as AI reshapes the tech landscape, those traditional strategies are being reimagined. At TechCrunch Disrupt, Max Altschuler, general partner at GTMfund, noted a pivotal shift: “You can do more with less than ever before.” Yet, the path forward isn’t about replacing human expertise with automation. Instead, it’s about leveraging AI to amplify it. Altschuler emphasized that while startups are increasingly using AI to handle tasks like outreach and content creation, the need for deep domain knowledge and strategic thinking remains. “You can learn a lot from great advisors and tried-and-true playbooks,” he said. “The fundamentals of marketing—understanding customer behavior, crafting compelling messages, and measuring what works—still matter.” Alison Wagonfeld, vice president of marketing at Google Cloud, echoed this sentiment. “AI knowledge and technical curiosity are essential, but so is the human element,” she said. “You still need to understand customer insights, conduct research, and create meaningful, creative work.” The real advantage, she added, is speed. “With AI, you can test and deploy dozens of messages in the time it used to take to create one. That allows teams to iterate faster and think more holistically about the metrics that truly matter.” At OpenAI, Marc Manara, head of startups, has observed a growing trend: startups aren’t just using AI to cut costs—they’re using it to be more strategic. “There’s a movement toward doing more with less, but also being more focused,” he said. “AI enables a new level of personalization and signal tracking. You can now identify ideal customers with far greater precision than before.” For instance, AI-powered tools can go beyond simple database queries to generate highly targeted lead lists based on nuanced criteria—industry, company size, even specific pain points. This capability is transforming inbound marketing, allowing teams to score and qualify leads with a level of accuracy that was previously unattainable. As a result, the makeup of GTM teams is evolving. Wagonfeld highlighted a shift in hiring priorities. “In the past, we looked for specialists—people with deep expertise in a narrow area of marketing or sales. Now, the most important quality is curiosity. You want people who are eager to learn, experiment, and adapt.” The message from industry leaders is clear: AI isn’t replacing go-to-market strategies—it’s transforming them. The most successful startups will be those that blend AI’s speed and scalability with human insight, creativity, and strategic depth.