What happens when your product keeps evolving after you launch it? AI products don’t arrive finished - they learn from customer feedback, product interactions, from every accepted or rejected suggestion, from new features shipped mid-flight. Most GTM playbooks were built for software that evolves slowly, through planned releases. AI evolves continuously - and that reshapes positioning, beta strategy, and how you earn trust at every stage. Drawing on a real AI launch from closed beta through open beta to GA, this session is a practical playbook for what actually changes when you market AI - what worked, what didn’t, and what to do at each stage. At its heart is one shift: moving customers from Possibility to Proof. In beta, your value proposition sells access and influence — be first, co-create it, shape what this becomes. At GA, it inverts to evidence and outcomes — here’s how this is already helping businesses like yours, and here’s the risk of standing still. The trap is treating GA as a copy refresh. The real work is genuinely re-anchoring who it’s for, the alternative, the unique attributes, and the value. This session is for PMMs and GTM leaders who want a field-tested playbook for launching AI products customers actually trust.