The more autonomous GTM becomes, the more important it is to build the underlying system around actual people rather than account-level abstractions. AI can automate the motion, but if the data underneath it only tells you that an account is interested, automation just lets you act on ambiguity faster.

This talk will cover two topics every GTM leader needs to reconcile right now.

AI is making GTM dramatically more autonomous
We’re moving from tools that help marketers execute to systems that decide who to engage, when, where, and with what message.

Most GTM infrastructure still thinks in accounts
Intent gets aggregated to the account. Engagement gets rolled up to the account. Personas approximate who might care. Then AI is asked to infer the individual buyer behind all of that. You get increasingly sophisticated execution built on increasingly shaky assumptions.