Practical AI in Go-to-Market Get practical insights in using AI for go-to-market strategy, initiatives, workflows, and roles.
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:
Using AITools – isolated task automation
Guiding AI Teammates – strategic collaboration
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.