Most GTM systems still treat messaging as a static artifact, written once, buried in a deck, and out of date the moment the market moves. AI changes the economics of that work: positioning, competitive messaging, and campaign copy can become living systems that test and improve themselves. Drawing on her experience leading go-to-market for AI products at Greenhouse, Katie shares a practical playbook for where AI actually earns its place in the PMM workflow, and where human judgment still has to win. You'll leave with patterns you can put to work Monday, not a hype reel. Key takeaways: - Where AI genuinely accelerates GTM (message testing, competitive intel, personalization at scale) versus where it quietly degrades quality - How to turn positioning and messaging from a static document into a system that ingests win/loss, call data, and market signal to keep itself current - A practical approach to automating competitive & market intelligence so your messaging reflects reality, not last quarter's - Building AI-assisted launch and campaign copy workflows that stay on-brand and on-strategy, and the guardrails that keep them defensible How the PMM role and team change when AI writes the first draft, and which skills become more valuable