The rise of AI has sparked a wave of hype suggesting that everything about go-to-market strategy is about to change. But here’s the truth: PMMs don’t need to scrap the GTM fundamentals that already work. Instead, the opportunity is in knowing what to keep, what to adapt, and where AI can genuinely add value without creating noise. This keynote will cut through the buzz and focus on how AI can sharpen the GTM playbook you already know — not replace it. Discover where automation and intelligence bring real leverage to positioning, messaging, research, and enablement, and where human judgment, creativity, and context still rule. Walk away with clarity on how to future-proof your GTM strategy without reinventing the wheel. Key learnings: - Which GTM fundamentals remain essential and resilient in the age of AI - The GTM activities where AI genuinely enhances PMM work (and where it falls short) - How to adapt your playbook to incorporate AI without losing control of quality or strategy - Practical use cases from PMMs using AI to scale impact while protecting the craft