AI for GTM as it’s called, has one zero-day flaw that cannot be fixed. AI fails to evoke positive emotions in people. Notice how the entire marketing around AI has been fear-based “don’t get left behind” instead of optimistic “look how this can better your life.” And I have yet to see an example where AI successfully evokes a positive feeling in people.
Most purchasing decisions are made when someone feels a positive emotion. You feel like buying the car will make you more desirable. You feel that buying that piece of clothing will make you more professional. You feel optimistic that buying the gym membership will encourage you to get in better shape. All positive outcomes you feel are possible if you make the purchase.
AI on the other hand, only offers to replace and optimize what already exists. Every use-case that’s been highlighted the last four years follows the same pattern “rip out whatever you were doing and replace it with AI” or “find ways to save money” there is no such thing as even the promise of new ground being broken because of the presence of AI.
At some point we will run out of things to optimize. There is only so much efficiency you can add before it runs out. When that happens, the AI will be unable to lead you out of the stagnation. You’ll be stuck, and have forgotten how to even sell in the first place.
Right now there is a ton of excitement around AI for efficiency gains and profit increases. Great. But when that runs out and we need to figure out what to do next, things will get interesting.
