Liza Adams

Marketers have a compelling case to access the top AI tools their customers use – ChatGPT, Claude, Copilot, Gemini, Perplexity – not just the one their company approved.

AI tools are where your buyers ask questions, get answers, and form opinions before they ever visit your site or talk to a sales rep.

Your customers are using these tools to research and evaluate solutions. Each AI shows and organizes info differently. Just like you wouldn’t launch a campaign without knowing how it shows up in Google or LinkedIn, you can’t ignore how your brand appears across AI platforms.

What makes this even more important is that a recent study from Semrush found that AI search visitors convert 4.4x better than regular organic traffic. They’re already educated, compared options, and know your value.

Your customers are already using AI agents to get things done. AI tools now plan their research, search multiple sources, analyze information, and create detailed reports. With ChatGPT Agent, users can browse websites, compare products, fill out forms, and add items to shopping carts. These capabilities are here now.

Companies should give marketing teams access to all major AI platforms. Not everyone needs this access, but key team members should be able to:

• ➡︎ Check if your company gets mentioned when AI answers customer questions throughout their buying process.

• ➡︎ See how AI explains scenarios you’re best for and advantages compared to competitors.

• ➡︎ Understand how AI experiences vary like voice vs text, mobile vs desktop, and browser vs app.

Marketers should ask for this access. You can’t outsource this research. AI tools work differently than search engines or media monitoring. They’re also advancing rapidly, so you need these tools at your fingertips to stay on top of it. This is about understanding your market position and customers.

If your team only uses one AI platform, you’re flying blind to how most of your market sees you.

This needs guidelines. Work with legal and IT teams to set clear rules on data protection, appropriate use cases, and boundaries.

Your customers are already there. Have you asked? What else do you need to have the confidence to ask? Share this post with whoever you need to convince.

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Many companies are automating broken processes faster than they’re fixing them. We can’t reimagine the future by simply automating the past.

I previously shared Microsoft’s data showing a productivity crisis. 275 daily interruptions. 80% of workers lacking time and energy. Yet 53% of leaders say productivity must increase.

Making interruptions happen faster doesn’t help anyone.

What does reimagining workflows with AI actually look like?

I was running an AI workshop on eliminating handoffs between teams. We discussed chaining GPTs as one approach (see more about chaining GPTs in the comments). A GTM leader got excited about the capability but then paused. She said, “If we just connect GPTs to mirror our current process, we’d be automating something that’s highly inefficient.”

She was right. Here’s her team’s product launch process:

Product team dumps specs in a doc → Marketing schedules discovery meeting for next week → Positioning workshop happens month later → Creative brief gets written → Design takes 2 weeks → Copy review involves 6 stakeholders → Legal review → Launch messaging finally ready 8 weeks after product completion.

“What if we could have launch-ready messaging within 3 weeks of product completion?”

That question led to a completely different approach. Rather than chaining GPTs to replicate the broken handoffs, the team redesigned the entire workflow around positioning, messaging, and creative development happening in parallel with shared context.

Reimagining workflows with AI actually looks like questioning everything about how work gets done.

When we do this, we get faster results AND better quality and outcomes.

The End of Handoffs: How AI Teammates Work Together (includes Chaining GPTs)

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