Newsletters

Hello go-to-market leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business and elevate your team’s strategic value.

Quick Take

A marketing team I worked with recently grew from 20 to 63 AI teammates in just 90 days. They’re instantly available and endlessly patient. And while they don’t have a human’s fire in the belly or an ethical compass, they help us lead better especially on the days we can’t be our best selves.

Some might view building AI teams as simply ‘doing more with less’ in an era of constrained resources. But this misses the point. This approach isn’t just about tactical efficiency. It’s about transforming marketing into a true growth engine by scaling strategic thinking across the organization.

This edition is about what comes after your digital twin. It’s about building a real AI team around you, specialized teammates that scale your judgment, pressure-test your thinking, and help others collaborate with you even when you’re not in the room.

You’ll learn:

• Why a single twin can only take you so far

• How real marketing leaders are structuring their AI “inner circles”

• Examples of teammates by function, from product marketing to leadership

• Starter Kits and demo videos so you can build your next smartest collaborator today

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. You can listen to the 10-min AI podcast here while driving, walking the dog, or doing chores. Once you hit play, give it just a few seconds then it will start.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.

From One Team to a Full Team

From One Twin to a Full Team

Digital twins helped us validate what AI could do for us. But the real impact happens when we build with AI to support teammates, accelerate workstreams, and help others collaborate with us in ways that weren’t possible before.

(If you missed it, I introduced the concept of the digital twin in Digital Twins: Your First AI Teammates – How to Build AI Simulators That Transform Work. You’ll also find a demo video of how to build and use one.)

Along the way, you may expand beyond a single twin. You can create executive simulators to prep for board meetings, customer simulators to pressure-test messaging, and peer simulators to model team collaboration. (Digital twins can take many forms, not just copies of ourselves.)

But even with a few simulators, one twin, or even a small set, can only do so much.

The future belongs to those who build the right AI teammates around them.

Mary Kay Evans, CMO of Alida, has seen firsthand how marketing teams move from experimenting with AI to building real competitive advantages.

“Our biggest gains with AI came when we stopped experimenting with isolated tools and started building real AI teammates. Working with Liza Adams helped spark this shift. We are seeing real progress in how we capture insights, plan launches, and adapt messaging faster than ever.”

The Marketing AI Ecosystem: Humans Still Lead

Adding AI teammates doesn’t mean losing control. It means gaining strategic leverage.

While many leaders face pressure to “do more with less,” the true value of AI teammates goes far beyond cost efficiency. These partnerships elevate marketing from a service function to a strategic driver of business growth.

When your expertise is amplified through specialized AI teammates, you maintain consistent brand voice across all touchpoints while freeing yourself to focus on the high-level strategic decisions that truly move the business forward.

Here’s what the future might look like using a marketing leader with AI teammates, as an example. In fact, some marketers are already building and operating in this manner.

At the center: you. Around you:

• Strategy copilots that see opportunities before they’re obvious.

• Content builders that translate insights into action faster than human-only teams.

• Workflow partners that handle the grind, so you stay creative and strategic.

The best future teams won’t be human or AI. They’ll be human–AI partnerships built intentionally from the start.

Real Example: Megan’s Expanding Team

Meet Megan Ratcliff, Director of Growth Marketing and Integrated Campaigns at Dice.

She started like many do: with a strong digital twin trained on her knowledge. But as her work scaled, she added specialized AI teammates to help as shown in the diagram below.

Megan described the responsibilities of each of her AI teammates in this post. She worked faster and led better as a result of building AI teammates.

More strategic launches, tailored messaging, and more time to coach her human team.

Megan is part of the 45-member human-AI powerhouse team with 25 humans and 20 AI teammates that Carol-Lyn Jardine (SVP of Marketing) leads. I shared the case study and playbook for this team in a previous newsletter: “A Leader’s Human-AI Org Transformation Playbook.”

But that was in January 2025. By April, the team had 27 human and 63 AI teammates. They anticipate 100+ AI teammates this summer.

Remember last year when Moderna made headlines about their employees having “created over 750 unique, tailored versions of OpenAI’s ChatGPT, also known as GPTs, that are designed to facilitate specific tasks or processes across the business.”

The company said that AI could accelerate the delivery of much-needed new products and allow Moderna to move quickly as it aims to roll out 15 new products in the next five years.

What these AI teammates offer isn’t just speed. It’s consistency, availability, and fresh thinking. They amplify our best work and support us when we can’t bring our A-game.

It approach of building human-AI teams is no longer the future. It is today, deployed by more and more companies, from Moderna to Dice!

Starter Kits to Inspire Your Own AI Team

You don’t need to guess what your next teammate could look like.

I’ve created Starter Kits for 11 key marketing functions, each with 3 examples of potential AI teammates.

Here’s a quick preview:

Each starter kit includes:

• The AI teammate’s job description

• What it needs to be trained

• Sample conversations (input → output)

Here’s a screenshot of the interactive starter kit for marketing leadership just so you see what a kit looks like.

Click on the following links to see the individual interactive starter kits by marketing role.

• Product Marketing: Battlecard Builder, Messaging Architect, Win/Loss Analyzer

• Content Marketing: Content Topic Generator, Content Multiplier, SEO Strategist

• Brand & Comms: Brand Voice Guardian, Crisis Response Advisor, Media Relations Strategist

• Digital and Web: Conversion Path Optimizer, Analytics Interpreter, SEO Tactician

• Demand Generation: Campaign Strategy Strategist, Lead Qualification Engine, A/B Test Designer

• Customer Marketing: Customer Lifecycle Strategist, Customer Insights Generator, Customer Advocacy Cultivator

• Marketing Ops: Campaign Orchestration Strategist, Marketing Technology Architect, Analytics Strategist

• Ecosystem Marketing: Partner Marketing Strategist, Marketplace Growth Strategist, Ecosystem Intelligence Analyst

• Field Marketing: Event Strategy Architect, Regional Market Strategist, Sales Alignment Orchestrator

• Event Marketing: Event Strategy Architect, Content Experience Designer, Attendee Journey Orchestrator

• Marketing Leadership: Document Review Advisor, Strategic Decision Architect, Team Comms Advisor, Thought Leadership Assistant

⭐️ Melinda Monaco ⭐️, Senior Director of Revenue Marketing and Operations at Folloze, embraced digital twins to rethink how strategic frameworks and customer engagement scale across teams.

“Creating my digital twin, inspired by Liza Adams’ masterclass, showed me how AI can scale strategic thinking, frameworks, and customer value. Now I am building my next set of AI teammates to accelerate campaign planning, optimize account engagement, and deliver measurable revenue impact faster than we could before.”

Check out her post on how she uses her ABX Strategist!

Want to See It in Action? (Demo Available)

Nothing beats seeing how this works in real life.

Here are some ways you can build AI teammates:

• ChatGPT Custom GPTs

• Gemini Gems

• Claude Projects

• Custom CopilotGPTs/Copilot Studio

• Glean Apps

• Specialized AI Apps

I built a special version of ChatGPT (called a custom GPT or custom Generative Pre-trained Transformer) that’s trained to find new angles on common topics. Think of it as your personal content brainstorming partner that knows your industry and audience. I named it Persona- & Buyer Stage-Specific Content Creator.

Here’s how it works.

Train it with your knowledge about:

• Customer personas and journeys

• Positioning and messaging

• Industry trends and beliefs

• Brand guidelines

Then ask it to find unique stories that:

• Challenge common beliefs not backed by data

• Reveal overlooked but important areas

• Connect unexpected dots across industries

• Offer fresh perspectives on trending topics

• Offer counter-narratives that receive less coverage

Collaborating with AI in this way not only gives us new ideas, it also jumpstarts our thinking quickly.

The short video below shows the custom GPT in action and a behind-the-scenes peek at its instructions.

Closing Thought

You don’t need a massive AI team tomorrow. You need one smart teammate today.

If you have a team of 20 and each one starts building one AI teammate today, you’ll have a team of 40 tomorrow!

Gina Hortatsos, SVP of Marketing at HackerOne, believes AI is reshaping what great work looks like, pushing teams to innovate faster and build stronger customer connections.

“AI is helping marketing teams work smarter, build stronger customer connections, and accelerate innovation. The teams that thrive will be the ones who use AI to reimagine what great work looks like, not just make old processes faster.”

In a few years, the most effective leaders won’t be the ones who just use AI tools. They’ll be the ones surrounded by AI teammates. These AIs are trained to extend their thinking, support their team, and help them lead well, even during a tough day.

Don’t wait for that future to arrive. Build it, one teammate at a time.

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific go-to-market functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.

Hello go-to-market leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business and elevate your team’s strategic value.

Quick Take

Over the past few weeks, I’ve spoken with dozens of GTM leaders experimenting with AI. One theme keeps coming up: people are overwhelmed by tools, but hungry for strategy. This edition is about helping you build the smartest teammate you’ll ever have—not by copying yourself, but by designing a partner that thinks like you and helps you scale what matters.

• A digital twin lets you apply your best thinking consistently across more tasks, without reinventing the wheel.

• It’s not a copy of you. It’s a thought partner that sharpens your work and expands your impact.

• Specialization matters. Like any strong team, your AI teammate gets more powerful when you tailor it for specific jobs.

• I demoed how I built and use LizaGPT in a recent webinar from training it on how I think to real use cases in my day-to-day.

How I Built and Use LizaGPT

I recently joined Xapa’s Get Filthy Enriched™ series, a monthly leadership experience hosted by Christine / Chris Heckart and the Xapa team. Their focus on emotional intelligence and strategic clarity couldn’t be more timely as we navigate the human side of AI.

Huge thanks to Christine and team for sparking such a meaningful conversation.

In the session, I shared how I built and use LizaGPT, my general-purpose digital twin using a custom GPT, to extend how I think, write, and decide.

• How I trained it on an AI deep research report about my work, my thinking, frameworks, tone, and decision patterns

• How I used it for segmentation, blind spot analysis, and storytelling

• How I co-created slides, keynote abstracts, and messaging

• How I made it critique its own outputs and push back on mine

Watch the full recording here.

Here are the key topics with time stamps:

• 0:38 – Why I use AI to amplify purpose, not just productivity

• 2:10 – AI as behavior shift, not just a tool

• 4:32 – Practical use cases across marketing and GTM

• 6:00 – What AI teammates actually are

• 9:22 – Harvard study: AI teammates reduce stress and improve emotional outcomes

• 11:05 – Case study: building a 45-member human-AI GTM org

• 14:55 – Simulators and digital twins: not copies, but partners

• 17:03 – The “Justice League” model of humans and AI

• 21:02 – Step-by-step walkthrough of building a twin

• 24:00 – How I trained it using a Deep Research report on my work, tone, frameworks, and decision patterns

• 31:00 – LizaGPT outputs a keynote abstract, refines options, and critiques itself

• 35:44 – Blind spot analysis and audience segmentation

• 39:43 – Slide creation and storytelling collaboration

• 41:02 – How to prompt for expert quotes using your own newsletter knowledge

• 43:08 – Responsible AI instructions: constrain your twin’s behavior to its true purpose

• 44:48 – What to upload to train your twin: newsletters, posts, frameworks, even personal stories

• 46:01 – Enabling capabilities: how to decide if you need web access, data analysis, or image creation

• 48:50 – How I wrote the actual instructions for LizaGPT (thinking partner, not a mirror)

• 50:57 – Making your AI challenge you, not to always agree with you

• 52:58 – Final tips: guiding your AI to ask you better questions so it can improve its output

How I Trained LizaGPT to Think Like Me

To build LizaGPT, I didn’t just upload documents. I started with deep research. See my prompt below.

A note about sharing prompts: You’ll see my actual prompts throughout this newsletter. Many want the prompt, fewer want to understand what makes it work. Copying prompts without understanding the problems they solve is like memorizing answers to a math problem without learning the formula. It might work once but fails when circumstances change. The most effective way to learn is by building your own prompts. If you succeed, you win. If you fail, you learn.

I asked ChatGPT to analyze my work including newsletters, posts, frameworks and what others have said about me. In 11 minutes, it pulled from 63 sources and generated a 20-page report that became a foundational input for my twin.

The results were humbling. AI formed an opinion based on patterns in my content and how others respond, helping me understand how I’m perceived at scale.

Side note: I ran this report through NotebookLM to create an AI podcast. Hearing two AI hosts discuss my work helped me process insights differently and appreciate how my thinking has added value.

Want to hear it? Here’s the AI podcast of my deep research report.

From there, I layered in structured instructions. I told LizaGPT how I think, what I value, and how I want to be challenged. Because the goal wasn’t speed. It was sharper thinking.

And it’s not just for me. My team, client teams, and partners can use it too.

A digital twin like this can support your entire team, not just your own workflow. They can use it to run ideas by your thinking model, ask questions when you’re unavailable, or stress-test early drafts before sharing them with you.

It becomes a strategic stand-in, helping you scale guidance, reduce back-and-forth, and enable collaboration any time, even across time zones or calendars.

It saves you time. It saves your team time. And it helps you scale strategic clarity across your org.

Check out this real-life execution of a digital twin from @Carol-Lyn Jardine who’s the SVP of Marketing at Dice. Her team uses Carol-Lyn’s digital twin to get feedback on their work, best ways to present ideas and communicate with her, prepare for 1:1s, etc.

Carol-Lyn leads the team that I profiled in this human-AI org evolution case study and playbook. Back in Jan, the team had 25 human and 20 AI teammates. Today, they have 27 human and 63 AI teammates!

If you try this, remember that AI amplifies everything: what’s strong, what’s questionable, and what’s missing. It’s a reflection without judgment, a powerful way to check how your body of work adds up.

This process gave me a clear starting point for training. From there, I added structured instructions about how I think, what I value, and how I want to be challenged. The goal wasn’t just saving time; it was building a partner that helps me think better.

Mary Gilbert, Founder of InfiniteEdge and fCMO of Folloze, recently built and shared her own digital twin, MaryGPT, on LinkedIn after attending the Xapa webinar. Here’s how she described the impact:

“After just a few tips from Liza, my digital twin was up and running. MaryGPT helps me think faster, communicate more clearly, and lead with consistency. If you want your AI to become a true strategic partner, start by teaching it how you think, not just what to say.”

A Real Use Case: Brand Strategy in Action

In the webinar, I demoed how LizaGPT works by asking it a simple question: What are my top three key insights in driving change and AI adoption in GTM teams?

Within a minute, it accurately framed my transformation playbook, showed how I think about GTM alignment, and shared my AI maturity journey.

Here were the tasks it did:

• Analyzed my published work (newsletters, posts, articles, talks, frameworks)

• Synthesized and ranked my most important insights for GTM leaders

• Drafted keynote abstracts based on those insights in my voice

• Compared options with pros and cons

• Tailored recommendations based on audience AI maturity

• Created a slide outline with storytelling cues, expert quotes, and visual placeholders

That’s what a digital twin does. It pushes your thinking, makes your frameworks accessible, and keeps you sharp.

Brand is a powerful AI use case because today, brand isn’t just about what you know or even who you know. It’s who knows you. And in an AI-mediated world, what AI says about you when you’re not in the room makes a big difference.

Trust is no longer built in one place. AI forms an opinion based on everything: what you write, what others say, how consistently you show up, and the signals you leave behind.

That’s why brand isn’t a vanity metric. It’s a strategic asset. Whether you’re an entrepreneur, a GTM leader, or a member of the C-suite, the power of brand has never been more important. The data backs it up.

And it’s also why I trained LizaGPT to reflect my values, my voice, and my frameworks , not just my resume.

When you build your own AI teammate, teach it how you think and write like you. Let it reflect who you are and scale the trust you’ve already built.

Dan Sanchez, AI Marketing Strategist at Social Media Examiner, has been one of the most practical voices on building durable AI workflows. His take:

As ChatGPT and other AI tools develop memory, they stop feeling like apps and start acting like teammates. The more I work with it, the less time I spend explaining, and the more time we spend co-creating. It’s beginning to feel like collaborating with someone who’s been on my team for years.

From LizaGPT to a Full Digital Twin Team

After using LizaGPT as a generalist for over a year, I started building more specialized teammates. Like any strong team, our AI partners get better with focus.

I’m taking a gradual approach with my work and personal twins. Some are live, others still in planning. The point isn’t creating many twins at once, but starting where it matters most.

Here’s a snapshot of where I’m headed:

Not every AI teammate needs to understand you deeply. A campaign analyzer or deck reviewer can be effective without being a full twin. But when an AI understands how you think, not just what you do, that’s when it becomes a true partner.

Using AI Tools, Guiding AI Teammate, Orchestrating AI Systems

As I shared in on one of my previous newsletters titled AI Is Redefining GTM Jobs, AI in GTM evolves through three phases:

1. Using AITools – isolated task automation

2. Guiding AI Teammates – strategic collaboration

3. Orchestrating AI Systems – systems that drive cross-functional alignment

Many organizations will use a hybrid of these. And that’s exactly right.

What’s hard is not AI or AI tools. What’s hard is us. We are complex beings.

It’s about people, trust, and a supportive learning environment. A big part of this is the empathetic and compassionate leadership it takes to guide a team through change with grace.

Also check out A Leader’s Playbook: How a Lean Team Transformed Into a Human-AI Powerhouse for a case study with step-by-step process for how I helped guide a GTM team through change in a human centered way.

Christine Heckart, CEO of Xapa, is pioneering emotional intelligence and leadership development in the AI era. During our webinar, she said it best:

“Digital twins can do more than improve productivity. They help leaders stay grounded in how they want to show up—clear, consistent, and human. The ones who will navigate this shift best are those who use AI to amplify their intent, not outsource their thinking.”

Build Your Own Strategic AI Teammate

Start with one. Use what you already know about yourself. Then evolve.

Here are the key steps:

• Define what kind of support you need

• Upload content that reflects your voice and thinking

• Write instructions that guide how your twin thinks, not just what it does

• Use it regularly, learn from it, and refine it

You’re not building a tool. You’re building a teammate.

Want a Starter Kit to Build Your Own AI Teammate?

I’m building lightweight starter kits to help marketing leaders explore what’s possible and design useful AI teammates like content ideators, battlecard builders, campaign analyzers, and digital twins.

Each kit will include:

• A short list of AI teammate ideas based on your marketing function

• The thinking job each one is designed to support

• Example inputs (what knowledge or assets to give it)

• Example outputs (what it can help you create, critique, or evolve)

If you’d like early access, fill out this short form. I’ll prioritize the kits based on your role and what you’re hoping to achieve.

These kits are for people who want to think better with AI, not just move faster. Let’s build the right ones together.

Final Thought

Your twin doesn’t need to be perfect. It needs to be useful and help you think better, not just move faster.

Humans bring lived experience, context, and moral compass but can’t remember everything. AI remembers more and doesn’t get tired but needs guidance.

This is the Justice League model of work. Humans and AI bring distinct strengths. When paired with intention, we create systems more capable, consistent, and strategic than either could be alone.

That’s the real power of a digital twin. And that’s why it may be the smartest AI teammate you’ll ever build.

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific go-to-market functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.

Hello go-to-market leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business and elevate your team’s strategic value.

Quick Take

Why pay attention to digital twins right now? Because they help your team get more done, work consistently, and think strategically. A digital twin isn’t just another AI tool. It’s your first real AI teammate.

• Digital twins are AI simulators that mirror how you think and work.

• Personal simulators get you value fastest and help you quickly build your AI skills.

• Creating a twin just needs clear inputs: your public content, strategic frameworks, lived experiences, and unique insights.

• There are five simulator types that support GTM teams: personal productivity, exec alignment, peer planning, customer insights, and influencer engagement.

• Teams building simulator ecosystems spend less time on routine tasks and more time on strategic work.

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. You can listen to the 18-min podcast here while driving, walking the dog, or doing chores. Once you hit play, give it just a few seconds then it will start.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.

Research Backs Up What We’re Seeing: AI Works as a True Teammate

Let’s look at what recent research tells us about how well AI teammates really work.. A recent study with 776 P&G employees shows that individuals working with AI performed just as well as traditional all-human teams.

This research confirms what we’re seeing with AI teammates, including digital twins, in real life. AI also breaks down expertise barriers. It makes work faster. And people actually feel better working with AI partners. You can read more about the research in Ethan Mollick’s article called The Cybernetic Teammate.

As we discuss how to build your first AI teammates, remember this isn’t just theory. The science now backs up what forward-thinking teams already know – AI is more teammate than tool.

Now that we know AI teammates work, let’s talk about how you can start using them in your own team.

The Simulator Ecosystem

In my past newsletters where I discussed how I’ve helped teams grow from using AI as tools to working with AI teammates to managing AI systems, many of you asked: “Where do we start?”

Most people think about AI teammates like a social post writer, campaign planner, customer researcher, or proposal writer. Those are completely valuable roles. But if you’re leading a team and just getting started, I believe everyone creating a digital twin of themselves is a great place to begin.

This makes a fantastic group exercise. Team members can even share their twins with each other to improve communication and collaboration. For GTM executives and leaders, this approach helps both you personally and your team collectively.

Digital twins or simulators (“sims”) mimic specific thinking patterns and knowledge. They work alongside you as true collaborators, not just task helpers.

Let me break down five simulator types that create immediate value for GTM teams:

I built an interactive model showing how each simulator type works in real business scenarios, where you can explore knowledge requirements, and see sample conversations.

I created it using AI (Claude Pro Sonnet 3.7), and it’s become one of my most requested resources. Try it out and let me know what you think!

Wondering where to start? Here’s why creating your personal digital twin is a great first step.

My Sim: The Ideal First AI Teammate

Your personal simulator makes the perfect starting point for three simple reasons.

1. You already have what you need. You know your own content, style, and thinking better than anyone.

2. You can easily check if it’s right. You know right away if your simulator sounds like you and thinks like you.

3. It helps you personally before you expand to your team. This builds your confidence and skills for bigger projects.

How I Built My Digital Twin (and How You Can Too)

Let me share my personal experience building and working with LizaGPT over the past year.

A few years ago, I joked about cloning myself. Now, with my digital twin, I kind of have and it’s changed how I work!

I started with a clear goal: I needed a thinking partner that understood my frameworks, writing style, and strategic approach. This would help me work faster and stay consistent across all my projects.

I gathered three main types of information:

1. Public content I’d created (published articles, newsletters, LinkedIn posts, talks)

2. My writing and communication style guide (tone, voice, what to avoid)

3. My strategic frameworks (templates, models, analysis approaches, AI use cases)

I even shared personal insights like my Myers-Briggs profile (EXFJ, X because I’m smack in the middle of N and S) and my immigrant journey story “A Child Immigrant’s Tale: Raised by America and Keeping it Going” to help it understand what drives me at my core.

Below is a screenshot showing the instructions and knowledge built into LizaGPT. My instructions are straightforward and the knowledge consists of 20 files with the info I discussed above.

Building Your Own Digital Twin

If you’re ready to build your own digital twin, here’s how to get started using ChatGPT:

1. Click on Explore GPTs from the main page of ChatGPT, then click on Create, then Configure

2. Name your GPT and briefly describe it

3. Type your instructions and upload knowledge files

4. Click the + sign under the Create/Configure bar to upload a profile photo or have DALL-E create one

5. Test your digital twin in the preview window and tweak as needed

6. When satisfied, click the Create button and choose your sharing settings

Remember that you need to maintain and manage it on an ongoing basis. New OpenAI features and algorithm changes can potentially change how your custom GPT performs. Plus you and your needs change too.

To make updates, simply click on the down arrow next to your GPT’s name and select Edit GPT. Make your changes, test them, and hit Update.

Once your twin is set up, it’s important to find the right balance between your strengths and your AI teammate’s.

Before we get into how your AI teammate complements your strengths, there’s one more piece that most people skip. The instructions makes all the difference.

Write Better Instructions: The Real Key to a Useful Digital Twin

Most people upload a few documents, write a sentence or two of instruction, and hope for the best.

But your instructions are the difference between a digital twin that’s helpful and one that’s transformational.

Over the past year, I’ve refined LizaGPT’s instructions into something that does much more than help me write or summarize. It helps me think better. Work faster. Catch blind spots. And pressure-test ideas before they hit the real world.

Here’s a simple structure you can follow to create high-quality instructions for your own twin:

Your digital twin is more helpful and way more fun when it has a little personality. Let it reflect yours.

Here’s a real line from mine:

“Most of all… have a sense of humor and have fun. Insert a joke here and there. It’s ok to be bold, salty, and spicy just like a bowl of Chex mix.”

Here’s bold, salty, and spicy LizaGPT. 😉

You’ll get the most value and build more confidence in creating AI teammates by writing your own instructions. Enjoy the learning process. When you succeed, you win. When you fail, you learn. Believe me, I’ve had my equal share of AI failures but that’s a huge part of understanding how to best work and guide AI.

The Human-AI Balance: Complementary Strengths

After over a year working with my digital twin, I’ve learned that we balance each other well.

My human limitations:

• Some days I’m tired, frustrated, or overwhelmed

• I forget and can only process so much at once

• Life happens – college tours, sick kid, caring for elderly parents

How LizaGPT helps me:

• Processes information quickly when decisions are needed

• Organizes my thinking and jumpstarts my work

• Helps me stay my best professional self during personal challenges

But LizaGPT lacks what makes me human – the fire in my belly, the source of original strategic thinking, my passion for elevating GTM functions’ strategic value, ensuring diverse voices are heard, and using business as a force for good. It doesn’t have my lived experiences, my human judgment, or my ethical compass.

What I’ve found most surprising is that LizaGPT has never been just a productivity tool. Even in the most tactical execution tasks, it’s a true thought partner that makes my ideas better. Starting from a blank slate used to be daunting – now I have a judgment-free sounding board for early ideas.

Of course, LizaGPT still needs:

• Guidance and checking

• Regular maintenance and management

• Accountability (I’m ultimately responsible for results)

The key is finding the right balance where we each contribute our unique strengths.

My Real Life Conversations with LizaGPT

Here are a couple of my chats with LizaGPT. You’ll see how it responded based on my instructions as well as knowledge I’ve given it about my thinking and my work.

1) Content Drafts Based on My Frameworks and Strategy

2) Identifying Jobs to be Done and AI Teammates Aligned to Strategic Initiatives

Digital twins help teams stay connected. A content marketer built a twin before maternity leave to share her expertise with teammates. A leader created one that explains her decision style and communication preferences to new team members. Both twins bridge knowledge gaps and strengthen connections, not replace people.

The impact on my productivity has been dramatic. Tasks that once took 2-3 hours now take 45 minutes. More importantly, my work is more consistent and often higher quality because I can focus on the parts where my vision for what’s possible, human creativity, strategic thinking, and judgment add the most value.

I’ve had the pleasure to work with Carol-Lyn Jardine, SVP of Marketing at Dice/DHI Group Inc, build a team with human and AI teammates. Here’s the case study and playbook for this real life human-AI org. She explains how digital twins transformed her marketing organization:

“We started building digital twins as an experiment, but they’ve become critical team members. What began as 25 humans and 20 AI teammates has grown to 26 humans working alongside 35 AI teammates, including several sims.

The productivity gains were immediate, but the strategic impact was even more powerful. Our sims help us test messaging across different personas before launch, anticipate executive questions, and maintain consistent strategic thinking even during our busiest periods.

The investment question wasn’t even an issue – about $2,000/month for ChatGPT Team and Claude Pro across our marketing team. We saw ROI from our very first use case that delivered value far beyond this cost. When a technology saves your team hours every day while improving quality, the business case makes itself.

For marketing leaders just starting out, personal sims are the perfect entry point – they create quick wins while building the skills your team needs for broader AI adoption.”

As you start working with your twin, you might hit some bumps. Here’s how to avoid common issues.

Common Pitfalls (and How to Avoid Them)

As you build your first sim, you might run into these issues:

• Inconsistent outputs – Start with focused knowledge inputs for specific use cases rather than trying to build a sim that does everything at once. Iterate based on actual use.

• Getting team buy-in – Start with a personal success story. Show how your sim helped solve a real problem, then offer to help teammates build their own.

• Maintaining the simulation – Schedule regular updates (monthly or quarterly) where you add new content and adjust instructions based on what’s working.

Important: Never use Personally Identifiable Information (PII), sensitive, or confidential information when building sims. Always check your company’s AI policy and your AI model’s guidelines. Privacy and security must come first in any AI project.

Let’s look at specific ways different roles can use digital twins and how it can improve your brand.

Role-Specific Applications and Personal/Company Brand

• For Marketing Leaders – Sims can help test positioning before market launch, optimize content strategies, and align marketing frameworks across distributed teams.

• For Sales Leaders – Sims are good for objection handling practice, proposal refinement, and turning weaknesses into offense in competitive responses.

• For Customer Success Leaders – Sims can improve onboarding processes, test support responses, and help identify expansion opportunities through simulated customer interactions.

Audrey Chia, Founder of Close With Copy and personal branding expert, shares how her digital twin enhances her client work:

“My digital twin has been transformative for both my business and my clients. It helps me maintain consistent quality across projects while I focus on strategy and creative direction.

What surprised me most was how it improved my personal branding work – my AI twin can analyze a client’s existing content to identify their authentic voice patterns, making our branding work more precise and impactful.

For anyone starting out, feed your simulator both your best work and your thinking process behind it. The magic happens when it captures not just what you create, but how you think about creating it.”

Personal branding is an exceptional use case for digital twins. And it’s not just personal, it’s powerful for your company too. Because a company’s people, especially its leaders, are its brand.

As personal brand strategist Victoria Tollossa says:

“Today, we’re deep in the attention economy. It’s not what you know. It’s not even who you know. It’s who knows YOU.”

Trust is the new currency. But trust isn’t built in just one place anymore. AI (and people) form opinions based on signals from everywhere: your content, your reviews, media mentions, employee voices, even what others say about you.

Use your digital twin to help you communicate your unique thinking and experience at scale. Shape your brand actively. Don’t just let it happen. And whatever you do—don’t be invisible.

Your Digital Twin Challenge

Ready to give it a try? Here’s your challenge this week:

1. Create your first personal simulator – Pick one specific area where you need consistent help. If you already have a digital twin, great. Try making it better!

2. Test it out – See how your digital twin performs on a real task. Make any adjustments needed.

3. Share your experience – Consider posting about your experience on LinkedIn using the hashtag #MyAITwin. Your insights on what worked, what surprised you, and the value you discovered could inspire others to start their own AI journey.

The future of human-AI teamwork starts with simple experiments like this. Let’s start small, learn quickly, and build together.

If you enjoyed this newsletter, you might find value in my previous pieces that build toward this concept:

• A Leader’s Human-AI Org Transformation Playbook – How a lean team transformed into a human-AI powerhouse

• AI Is Redefining GTM Jobs – The evolution from tool users to teammates to orchestrators

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific go-to-market functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.

Hello go-to-market leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business and elevate your team’s strategic value.

Quick Take

Why pay attention to digital twins right now? Because they help your team get more done, work consistently, and think strategically. A digital twin isn’t just another AI tool. It’s your first real AI teammate.

• Digital twins are AI simulators that mirror how you think and work.

• Personal simulators get you value fastest and help you quickly build your AI skills.

• Creating a twin just needs clear inputs: your public content, strategic frameworks, lived experiences, and unique insights.

• There are five simulator types that support GTM teams: personal productivity, exec alignment, peer planning, customer insights, and influencer engagement.

• Teams building simulator ecosystems spend less time on routine tasks and more time on strategic work.

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. You can listen to the 18-min podcast here while driving, walking the dog, or doing chores. Once you hit play, give it just a few seconds then it will start.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.

Research Backs Up What We’re Seeing: AI Works as a True Teammate

Let’s look at what recent research tells us about how well AI teammates really work.. A recent study with 776 P&G employees shows that individuals working with AI performed just as well as traditional all-human teams.

This research confirms what we’re seeing with AI teammates, including digital twins, in real life. AI also breaks down expertise barriers. It makes work faster. And people actually feel better working with AI partners. You can read more about the research in Ethan Mollick’s article called The Cybernetic Teammate.

As we discuss how to build your first AI teammates, remember this isn’t just theory. The science now backs up what forward-thinking teams already know – AI is more teammate than tool.

Now that we know AI teammates work, let’s talk about how you can start using them in your own team.

The Simulator Ecosystem

In my past newsletters where I discussed how I’ve helped teams grow from using AI as tools to working with AI teammates to managing AI systems, many of you asked: “Where do we start?”

Most people think about AI teammates like a social post writer, campaign planner, customer researcher, or proposal writer. Those are completely valuable roles. But if you’re leading a team and just getting started, I believe everyone creating a digital twin of themselves is a great place to begin.

This makes a fantastic group exercise. Team members can even share their twins with each other to improve communication and collaboration. For GTM executives and leaders, this approach helps both you personally and your team collectively.

Digital twins or simulators (“sims”) mimic specific thinking patterns and knowledge. They work alongside you as true collaborators, not just task helpers.

Let me break down five simulator types that create immediate value for GTM teams:

I built an interactive model showing how each simulator type works in real business scenarios, where you can explore knowledge requirements, and see sample conversations.

I created it using AI (Claude Pro Sonnet 3.7), and it’s become one of my most requested resources. Try it out and let me know what you think!

Wondering where to start? Here’s why creating your personal digital twin is a great first step.

My Sim: The Ideal First AI Teammate

Your personal simulator makes the perfect starting point for three simple reasons.

1. You already have what you need. You know your own content, style, and thinking better than anyone.

2. You can easily check if it’s right. You know right away if your simulator sounds like you and thinks like you.

3. It helps you personally before you expand to your team. This builds your confidence and skills for bigger projects.

How I Built My Digital Twin (and How You Can Too)

Let me share my personal experience building and working with LizaGPT over the past year.

A few years ago, I joked about cloning myself. Now, with my digital twin, I kind of have and it’s changed how I work!

I started with a clear goal: I needed a thinking partner that understood my frameworks, writing style, and strategic approach. This would help me work faster and stay consistent across all my projects.

I gathered three main types of information:

1. Public content I’d created (published articles, newsletters, LinkedIn posts, talks)

2. My writing and communication style guide (tone, voice, what to avoid)

3. My strategic frameworks (templates, models, analysis approaches, AI use cases)

I even shared personal insights like my Myers-Briggs profile (EXFJ, X because I’m smack in the middle of N and S) and my immigrant journey story “A Child Immigrant’s Tale: Raised by America and Keeping it Going” to help it understand what drives me at my core.

Below is a screenshot showing the instructions and knowledge built into LizaGPT. My instructions are straightforward and the knowledge consists of 20 files with the info I discussed above.

Building Your Own Digital Twin

If you’re ready to build your own digital twin, here’s how to get started using ChatGPT:

1. Click on Explore GPTs from the main page of ChatGPT, then click on Create, then Configure

2. Name your GPT and briefly describe it

3. Type your instructions and upload knowledge files

4. Click the + sign under the Create/Configure bar to upload a profile photo or have DALL-E create one

5. Test your digital twin in the preview window and tweak as needed

6. When satisfied, click the Create button and choose your sharing settings

Remember that you need to maintain and manage it on an ongoing basis. New OpenAI features and algorithm changes can potentially change how your custom GPT performs. Plus you and your needs change too.

To make updates, simply click on the down arrow next to your GPT’s name and select Edit GPT. Make your changes, test them, and hit Update.

Once your twin is set up, it’s important to find the right balance between your strengths and your AI teammate’s.

Before we get into how your AI teammate complements your strengths, there’s one more piece that most people skip. The instructions makes all the difference.

Write Better Instructions: The Real Key to a Useful Digital Twin

Most people upload a few documents, write a sentence or two of instruction, and hope for the best.

But your instructions are the difference between a digital twin that’s helpful and one that’s transformational.

Over the past year, I’ve refined LizaGPT’s instructions into something that does much more than help me write or summarize. It helps me think better. Work faster. Catch blind spots. And pressure-test ideas before they hit the real world.

Here’s a simple structure you can follow to create high-quality instructions for your own twin:

Your digital twin is more helpful and way more fun when it has a little personality. Let it reflect yours.

Here’s a real line from mine:

“Most of all… have a sense of humor and have fun. Insert a joke here and there. It’s ok to be bold, salty, and spicy just like a bowl of Chex mix.”

Here’s bold, salty, and spicy LizaGPT. 😉

You’ll get the most value and build more confidence in creating AI teammates by writing your own instructions. Enjoy the learning process. When you succeed, you win. When you fail, you learn. Believe me, I’ve had my equal share of AI failures but that’s a huge part of understanding how to best work and guide AI.

Watch the full demo + walkthrough of how I built and use LizaGPT: https://www.youtube.com/watch?v=Io0wqnRh-rU

The Human-AI Balance: Complementary Strengths

After over a year working with my digital twin, I’ve learned that we balance each other well.

My human limitations:

• Some days I’m tired, frustrated, or overwhelmed

• I forget and can only process so much at once

• Life happens – college tours, sick kid, caring for elderly parents

How LizaGPT helps me:

• Processes information quickly when decisions are needed

• Organizes my thinking and jumpstarts my work

• Helps me stay my best professional self during personal challenges

But LizaGPT lacks what makes me human – the fire in my belly, the source of original strategic thinking, my passion for elevating GTM functions’ strategic value, ensuring diverse voices are heard, and using business as a force for good. It doesn’t have my lived experiences, my human judgment, or my ethical compass.

What I’ve found most surprising is that LizaGPT has never been just a productivity tool. Even in the most tactical execution tasks, it’s a true thought partner that makes my ideas better. Starting from a blank slate used to be daunting – now I have a judgment-free sounding board for early ideas.

Of course, LizaGPT still needs:

• Guidance and checking

• Regular maintenance and management

• Accountability (I’m ultimately responsible for results)

The key is finding the right balance where we each contribute our unique strengths.

My Real Life Conversations with LizaGPT

Here are a couple of my chats with LizaGPT. You’ll see how it responded based on my instructions as well as knowledge I’ve given it about my thinking and my work.

1) Content Drafts Based on My Frameworks and Strategy

2) Identifying Jobs to be Done and AI Teammates Aligned to Strategic Initiatives

Digital twins help teams stay connected. A content marketer built a twin before maternity leave to share her expertise with teammates. A leader created one that explains her decision style and communication preferences to new team members. Both twins bridge knowledge gaps and strengthen connections, not replace people.

The impact on my productivity has been dramatic. Tasks that once took 2-3 hours now take 45 minutes. More importantly, my work is more consistent and often higher quality because I can focus on the parts where my vision for what’s possible, human creativity, strategic thinking, and judgment add the most value.

I’ve had the pleasure to work with Carol-Lyn Jardine, SVP of Marketing at Dice/DHI Group Inc, build a team with human and AI teammates. Here’s the case study and playbook for this real life human-AI org. She explains how digital twins transformed her marketing organization:

“We started building digital twins as an experiment, but they’ve become critical team members. What began as 25 humans and 20 AI teammates has grown to 26 humans working alongside 35 AI teammates, including several sims.

The productivity gains were immediate, but the strategic impact was even more powerful. Our sims help us test messaging across different personas before launch, anticipate executive questions, and maintain consistent strategic thinking even during our busiest periods.

The investment question wasn’t even an issue – about $2,000/month for ChatGPT Team and Claude Pro across our marketing team. We saw ROI from our very first use case that delivered value far beyond this cost. When a technology saves your team hours every day while improving quality, the business case makes itself.

For marketing leaders just starting out, personal sims are the perfect entry point – they create quick wins while building the skills your team needs for broader AI adoption.”

As you start working with your twin, you might hit some bumps. Here’s how to avoid common issues.

Common Pitfalls (and How to Avoid Them)

As you build your first sim, you might run into these issues:

• Inconsistent outputs – Start with focused knowledge inputs for specific use cases rather than trying to build a sim that does everything at once. Iterate based on actual use.

• Getting team buy-in – Start with a personal success story. Show how your sim helped solve a real problem, then offer to help teammates build their own.

• Maintaining the simulation – Schedule regular updates (monthly or quarterly) where you add new content and adjust instructions based on what’s working.

Important: Never use Personally Identifiable Information (PII), sensitive, or confidential information when building sims. Always check your company’s AI policy and your AI model’s guidelines. Privacy and security must come first in any AI project.

Let’s look at specific ways different roles can use digital twins and how it can improve your brand.

Role-Specific Applications and Personal/Company Brand

• For Marketing Leaders – Sims can help test positioning before market launch, optimize content strategies, and align marketing frameworks across distributed teams.

• For Sales Leaders – Sims are good for objection handling practice, proposal refinement, and turning weaknesses into offense in competitive responses.

• For Customer Success Leaders – Sims can improve onboarding processes, test support responses, and help identify expansion opportunities through simulated customer interactions.

Audrey Chia, Founder of Close With Copy and personal branding expert, shares how her digital twin enhances her client work:

“My digital twin has been transformative for both my business and my clients. It helps me maintain consistent quality across projects while I focus on strategy and creative direction.

What surprised me most was how it improved my personal branding work – my AI twin can analyze a client’s existing content to identify their authentic voice patterns, making our branding work more precise and impactful.

For anyone starting out, feed your simulator both your best work and your thinking process behind it. The magic happens when it captures not just what you create, but how you think about creating it.”

Personal branding is an exceptional use case for digital twins. And it’s not just personal, it’s powerful for your company too. Because a company’s people, especially its leaders, are its brand.

As personal brand strategist Victoria Tollossa says:

“Today, we’re deep in the attention economy. It’s not what you know. It’s not even who you know. It’s who knows YOU.”

Trust is the new currency. But trust isn’t built in just one place anymore. AI (and people) form opinions based on signals from everywhere: your content, your reviews, media mentions, employee voices, even what others say about you.

Use your digital twin to help you communicate your unique thinking and experience at scale. Shape your brand actively. Don’t just let it happen. And whatever you do—don’t be invisible.

Your Digital Twin Challenge

Ready to give it a try? Here’s your challenge this week:

1. Create your first personal simulator – Pick one specific area where you need consistent help. If you already have a digital twin, great. Try making it better!

2. Test it out – See how your digital twin performs on a real task. Make any adjustments needed.

3. Share your experience – Consider posting about your experience on LinkedIn using the hashtag #MyAITwin. Your insights on what worked, what surprised you, and the value you discovered could inspire others to start their own AI journey.

The future of human-AI teamwork starts with simple experiments like this. Let’s start small, learn quickly, and build together.

If you enjoyed this newsletter, you might find value in my previous pieces that build toward this concept:

• A Leader’s Human-AI Org Transformation Playbook – How a lean team transformed into a human-AI powerhouse

• AI Is Redefining GTM Jobs – The evolution from tool users to teammates to orchestrators

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific go-to-market functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.

Hello go-to-market leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business and elevate your team’s strategic value.

Quick Take

• AI is changing jobs faster than ever. Some roles will disappear. And while new roles will crop up, the bigger challenge is whether we can adapt quickly enough.

• GTM teams evolve through three phases with AI: using AI as tools, guiding AI as teammates, and orchestrating AI systems. This progression will significantly change how teams work.

• Teams succeed at different phases based on what works for them. The right AI approach helps teams achieve more with less effort.

• Companies are already hiring for new roles that blend GTM expertise with AI skills which create new career paths.

• People who learn to work well with AI today will have better career options tomorrow. Those who build these skills now will compete better for future roles.

Prefer to Listen? Try the AI-Generated Podcast

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. You can listen to the podcast here while driving, walking the dog, or doing chores. Once you hit play, give it just a few seconds then it will start.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.

The Three Phases of AI in GTM Teams

We’re beginning to see this progression in how GTM teams adopt AI:

Phase 1: Using AI as Tools – Teams use AI for individual tasks like writing content, solving problems, or generating ideas. People work with AI one task at a time instead of in connected workflows.

Best fit for teams just starting with AI, regulated industries, or when you need humans to have the final say on all outputs.

Phase 2: Guiding AI as Teammates – Teams develop structured workflows where humans and AI collaborate. AI handles defined processes while people provide strategy and oversight.

Works best when your customers expect personalized service, when complex decisions require human judgment, or when you need both automation and human insight.

Phase 3: Orchestrating AI Systems – Leaders coordinate multiple specialized AI systems working together toward strategic goals. Humans provide oversight and make the ethical judgment calls that AI cannot.

Right choice for organizations with lots of data, standardized processes, and when speed and efficiency directly impact your bottom line.

Most teams today operate in Phase 1 or early Phase 2. Different organizations will find their ideal balance at different phases, based on their specific needs and goals.

While AI evolves quickly, most orgs need time to adapt. People learn at different speeds, workflows need updating, and systems require integration. It may take months to progress between phases just like any significant workplace change.

Choose what supports your goals and what your customers expect, not just what sounds most advanced. Remember, most orgs are still figuring this out. This is a learning journey for everyone.

The 100-Year View: Jobs Change, Humans Adapt

Jobs have always changed over time.

When computers came along, file clerks moved into system administration. When the internet took off, retail workers shifted to e-commerce. Some jobs disappeared, but new careers took their place.

(See the timeline chart below, created by Claude Sonnet 3.7, based on research from ChatGPT 4.5 about U.S. jobs over the last 100 years. If interested, here’s the full research report, the infographic and my prompts.)

The big difference today is speed. Earlier changes took decades. AI is happening in months or weeks.

Ethan Mollick, Associate Professor at The Wharton School, puts it best:

“It is time to stop pretending that the world isn’t changing, and time to start taking control to get the future we want. We can’t predict which future we get, but we can try to steer towards a better one.”

Paul Roetzer, CEO of Marketing AI Institute and SmarterX, as well as the creator of JobsGPT, offers practical insight:

“AI isn’t just changing jobs; it is changing how we think about work itself. The real challenge isn’t whether AI will replace jobs, but how fast professionals and organizations can adapt.

With JobsGPT, we’re helping people understand how their roles are evolving, assess AI’s impact on specific tasks, and identify the skills needed to stay ahead. Those who thrive won’t just use AI. They will rethink workflows, develop new skills, and build AI-forward careers.”

Curious about how AI might impact your job?

Try JobsGPT. It shows you which tasks AI can support and the new skills you’ll need.

How AI Is Changing GTM Roles and Creating New Jobs

Forward-thinking companies are already hiring for new roles that blend GTM expertise with AI skills, as you can see below:

Even AI leaders like OpenAI are creating new roles that bridge technology and go-to-market functions. They’re currently hiring a “Head of GTM Innovation” in their Technical Success department, not in marketing or sales.

Smart companies like OpenAI aren’t simply adding “AI” to old job titles. They’re creating whole new roles built for a world where humans and AI work as partners.

See How GTM Roles Change Through the Three Stages

Here’s how this evolution might look specifically for Product Marketing, as an example.

Check out this evolution yourself using the interactive models below for various roles in marketing, sales, and customer success:

• Interactive Marketing Role Evolution Model – Models Brand Marketing, Content Marketing, Digital Marketing,Product Marketing, Field Marketing, Marketing Operations, Demand Generation, Growth Marketing, and Partner Marketing

• Interactive Sales Role Evolution Model – Models Account Management, Sales Development, Solutions Sales, Sales Enablement, Sales Operations, Channel Sales, Inside Sales, Enterprise Sales, and Sales Engineering

• Interactive Customer Success Role Evolution Model – Models Customer Success Management, Customer Onboarding, Technical Customer Success, CS Operations, Customer Enablement, Customer Support, Digital Customer Success, Voice of Customer, and Renewal Management

Real-World AI Integration Early Success: Human-AI Marketing Ecosystem

Megan Ratcliff, Director of Growth Marketing and Integrated Campaigns at Dice, has built an AI ecosystem that transforms how she works.

“We all know that feeling – back-to-back meetings all day, then racing to deliver on commitments in those precious 30-minute gaps. So here’s what I built for myself: a personal AI ecosystem that helps me think, create, and deliver better work even when time is tight.

These aren’t replacements for collaboration with my amazing colleagues – they’re tools that help me show up more prepared when we do connect.

What makes this work is the collaboration flow between specialized AIs – each designed for specific tasks but working together in an integrated system.”

She explained the role of each AI and how there work together here.

It’s early days with this system built with custom GPTs (ChatGPT), AI Projects (Claude), and simple automations. But there’s a bigger vision to connect more of the tech stack, support work across more teams, and orchestrate AI agents (AIs that do tasks on our behalf autonomously).

In fact, in the future, the ecosystem may include AI agents that manage other agents. Megan will continue to be the architect, strategist, and the responsible AI guide.

This real system is already delivering results:

• Aligning campaigns with company goals without overwhelming customers

• Quickly adapting to market shifts

• Testing ideas with AI-driven customer personas before launch

• Creating better data visuals and deeper insights

• Leading cross-functional strategic initiatives

Her manager notes that Megan is one of the most efficient employee she’s ever seen, as if she works double the hours.

Megan has begun to reimagine what a marketing leader can be, becoming a Marketing Strategy Architect. She has redefined her role!

The good news is that her approach is something that many can do. She made this happen with no coding skills but with a lot of curiosity, systematic thinking, and a growth mindset.

Megan is a trailblazer in the human-AI org transformation case study and step-by-step playbook that I highlighted in my previous newsletter.

This team that I helped lead to become a 45-member powerhouse (25 humans, 20 AI teammates) achieved impressive results in 6 months:

• 50-75% faster content creation

• 98% accuracy in lead qualification

• 35% better campaign performance

How Human-AI Workflows Change Across Phases

As teams go through the three phases, workflows change:

Phase 1 – Humans use AI for individual tasks like writing, research, or problem-solving, but without connected workflows.

Phase 2 – Humans and AI have specific roles with clear handoffs. The sample workflow below shows how this looks in practice:

Phase 3: Multiple specialized AIs work together while humans focus on strategy, monitoring results, and high-level decisions.

Note that creating these workflows doesn’t require coding skills, just clear thinking about processes and handoffs.

Try the interactive workflow simulators for each GTM team:

• Interactive Sales Workflows Simulator– Models lead qualification, sales discovery & call prep, objection handling, proposal generation, and deal velocity analysis.

• Interactive Marketing Workflows Simulator – Models product launch campaign, content creation, event planning, competitive analysis, and campaign performance.

• Interactive Customer Success Workflows Simulator – Models customer onboarding, issue resolution, product adoption, expansion planning, and renewal processes.

Alina Vandenberghe 🌶️ he Co-Founder and Co-CEO of Chili Piper, puts it this way:

“AI is the ultimate unfair advantage for GTM teams if you use it right. The strongest teams don’t simply automate tasks. They train AI to think like their best reps and eliminate tasks that slow them down.

If your team still qualifies leads manually, spends hours on research, or does repetitive tasks, you’re behind. Map your slowest processes first. Then let AI clear those bottlenecks—whether it’s data entry, customer insights, or sales follow-ups.

The future won’t wait. Teams that work with AI as a teammate will drive the best results.”

Next Steps Based on Your Phase

Pick your starting point based on where you are today:

If you’re in Phase 1 (Using AI Tools) – List out what tasks take too much time or require deep thinking. Pick one workflow where people and AI could team up, and start there.

If you’re in Phase 2 (Guiding AI Teammates) – Write down what’s already working well. Find your AI trailblazers. These team members will help others get comfortable with new ways of working.

If you’re approaching Phase 3 (Orchestrating AI Systems) – Focus less on the details and more on the big picture. Track how your efforts improve the full customer experience.

For a Hybrid Approach, figure out which teams need which approach. Some might need basic tools while others are ready for more advanced systems.

Across all phases, people who actively build AI skills today will have more opportunities tomorrow. The job market already values these abilities, and this trend will only grow. The window to get ahead won’t stay open forever.

Start small, learn as you go, and adjust based on what works.

I’d love to hear about your experiences. What phase is your team in today? What new AI skills are you learning?

Let’s continue learning together as we build the future of GTM functions.

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific go-to-market functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.