The AI-Powered Go-to-Market Organization Isn't Just a Vision Anymore
SAP, Thursday, August 20th, 2026
SAP's Jan Gilg argues GTM leaders have moved past whether AI disrupts software revenue to how it finds and keeps customers.
SAP's Jan Gilg argues that while many boardrooms still debate whether AI will disrupt software revenue, go-to-market leaders are asking a more practical question: how AI can help them find and keep more customers.
The post examines what successful GTM organizations are actually doing with AI in their customer strategies.
It addresses the gap between AI ambition and measurable revenue effect. Gilg frames the honest answer as most organizations being earlier in this than their messaging suggests. The piece is aimed at commercial leaders rather than technologists.