One question I hear constantly from GTM leaders is “What should our AI tech stack look like?”
I generally provide this guidance:
1. Start with what you already have.
Your CRM, marketing automation platform, CMS, and analytics tools already have AI built in or coming soon. Use those first. You’ll stretch your budget further, adoption is easier, and you’ll see results faster. Don’t buy new when you haven’t squeezed value from what you’re already paying for.
2. Use foundational models to innovate.
Pick one or two of the foundational models like ChatGPT, Claude, Gemini, and Copilot. Go deep. These platforms are where the real innovation is happening. They show you what’s possible. And they let you build custom GPTs, agents, projects, and workflows for integrated campaigns, enablement programs, customer research, competitive analysis.
3. Only then look at specialized AI tools and be strategic.
If 1 and 2 above don’t solve it, then consider niche tools. But evaluate carefully. Who’s the team? The investors? What’s the competitive moat? Can you trust them with your data?
A tool doesn’t need a 10-year moat to be worth using. If it solves a real problem today and delivers ROI, that’s valuable. Just go in eyes open.
Know that some of these tools may get absorbed into foundational models, acquired by larger platforms, or become irrelevant as the tech evolves. Address the problem now, but stay flexible. Don’t sign long-term contracts. Don’t build your entire strategy around a tool that might not exist in its current form in 18 months.
Want to go deeper on specialized AI tools? Both Tahnee Perry and Justin Parnell have spent a lot of time understanding and getting their hands dirty with various tools from creative to automation platforms. They share insights generously and are worth following.