What you are thinking right now is true – GTM teams have been leveraging the latest AI tools and strategies to level up their sales motion.
Sales, marketing, and GTM teams use AI to book more meetings, identify opportunities they did not know existed before and do what was thought impossible before – personalization at scale.
In this article, I’ll show you how GTM teams are using AI in 2025, going over the 10 most popular use cases I’ve seen work in the industry, as well as 5 examples of real companies getting real results.
But first, let’s start with the basics: 👇
How is AI being used in GTM in 2025?
Artificial intelligence is being used by GTM teams to save time and boost productivity by automating tasks (such as reaching out to prospects), personalizing outreach or the website altogether, and identifying revenue opportunities.
The technology enables businesses to make more data-driven decisions and helps you prioritize the leads and opportunities that matter – with targeted outreach and personalized experiences.
➡️ The way our GTM team has structured our sales workflow at Warmly is that we use AI for cold and lukewarm leads so our humans can focus on the ‘’hot’’ leads.
How is AI transforming GTM?
AI is revolutionizing GTM operations by introducing a concept that was believed to be fiction just a few years ago: automation and personalization at scale.
GTM teams can better optimize their resource allocation, such as enabling their human sales team to work on the high-intent leads, instead of spending hours on manual cold outreach.
What are the advantages of using AI in your GTM strategy?
The main benefits of using AI in your GTM strategy include:
- Saving time from manual work so your GTM team would have done themselves, either way, such as researching prospects or preparing for calls.
- Working non-stop for you, instead of 9-5, such as AI chatbots, which we will discuss later. This will allow you to capture the right timing as well.
- Getting data-driven insights, such as internal information from your CRM, to predict lead behavior.
- Saving money from having to hire more sales reps to reach out to more prospects or do more manual work.
- Personalization at scale: AI technology enables personalized outreach and customer experiences (e.g., seeing a tailored version of your website) at scale.
Top 10 use cases of AI in GTM with the best tool for each
Now that we’ve got the fundamentals out of the window, I’d like to walk you through the top AI use cases for GTM teams that I’ve seen work best in the industry:
#1: Reach out to prospects who visit your website automatically
Your team can use AI-powered GTM software to reach out to your warm prospects who visit your website on autopilot.
Here’s a workflow that we have been working on with 11x’s AI sales agents to create:
Instead of your GTM team manually reaching out to prospects after identifying them with visitor identification software like Warmly, 11x’s AI SDR uses Warmly’s warm prospect data to prioritise contacts based on intent signals, such as:
- Website activity (e.g., visited your pricing page).
- Chatbot interactions.
- Research intent.
- Email engagement.
- Recorded activity in your sales CRM.
And then automatically reach out to them on your behalf.
Here’s how the process looks with our partnership with 11x:
- Warmly de-anonymizes your website visitors (both organizations and specific people within that company so the outreach can be more targeted).
- Our software filters leads based on intent signals and any existing segmentation rules that you’ve set up in your account.
- The prospects are then funnelled to the best-fit outreach path based on their intent.
➡️ We prefer using this workflow for the warm leads, not cold or hot leads.
Warm leads are showing some intent signals, but they are not ready to buy yet, which is why we prefer using 11x’s sales agents to do automatic LinkedIn and email outreach in high volumes.
This workflow can also be customized. You can use segments to narrow down your leads to people who’ve fulfilled specific intent signals.
For example, you can create an AI SDR campaign for leads who have researched your competitors or prospects who have already interacted with your website’s AI chat.
Our partnership with 11x does not aim to create a spammy AI sales agent that would just bombard your prospects with emails.
➡️ Our AI sales agent has built-in quality checks to ensure that every message you send out is effective, compliant, and aligned with your brand voice.
Your GTM team will be able to focus on nurturing high-priority leads by leaving the legwork to 11x’s AI SDRs.
Book a demo to find out more about this sales workflow that can book you meetings with qualified leads on autopilot using intent data.
#2: Set up an AI chat on your website to engage with visitors
Another AI use case for GTM teams is to set up an AI-powered sales chat that can engage with high-intent and target accounts visiting your website.
The good thing about these AI-powered chatbots is that you can customize (no-code) how you want them to interact and in what scenarios they should engage with visitors.
For example, Warmly’s AI chat for GTM teams can be customized to run:
- For specific target audiences (e.g., company size <1,000).
- With a condition, such as prospects being on the Pricing page.
- The specific message you want it to start with, and then the routing rules.
The goal of the AI-powered sales chat is to answer commonly asked questions and to either try to book meetings or route to a human sales agent.
But our AI sales chat is not just another chatbot from the dozens of chatbots in the market that you hear about.
It can automatically scrape the website information of your accounts and combine that with metadata across your systems to construct personalized chat messages to your prospects.
#3: Go after leads that aren’t visiting your site but are showing research intent
One of my personal favourite AI use cases for GTM is its ability to automatically go after leads that aren’t visiting your site but are showing research intent.
Here’s how you can do that with Warmly’s Bombora integration:
1️⃣ Specify up to 10 research topics you want to target, such as product keywords, pain points, competitors, etc.
2️⃣ Filter by audience (ICP), such as sales directors, demand gen leaders, etc.
3️⃣ Based on your filters, Warmly finds your leads and pushes those leads to your CRM
4️⃣ Connect those segmented leads to LinkedIn Ad Retargeting Tools: Build 1:1 ads that target these leads showing interest (i.e., research intent).
This will help you max out your sales opportunities by targeting lukewarm leads who are shopping around for solutions like yours, but are not aware of your product.
➡️ We also like to combine that workflow with Warmly’s automatic email outreach.
Warmly makes it easy to get your product in front of people who are actively researching topics related to your brand.
In 2025, it’s important to start warming up those leads and jump in with stronger messaging when they’re showing even warmer signals.
You can check out the LinkedIn post for this GTM workflow, where we showcased how to do that in video format.
#4: Get up to speed on opportunities with sales forecasting
AI-powered sales forecasting utilizes machine learning (ML) algorithms to analyze large sets of data to identify patterns and trends that can help your sales team predict future sales performance.
Sales tools like Gong AI leverage a variety of signals to help your sales team predict which customers are likely to convert.
The way it works is that the platform uses 300+ unique signals within your CRM data and customer interactions to help you create accurate deal and sales forecasts.
These tools can also alert your GTM team when a deal is close to being lost and highlight potential causes to help your human sales team address them on time.
Gong also provides you with an AI-powered sales projection based on the probability of the leads closing, so you can keep track of your target for the quarter.
#5: Researching prospects before reaching out to them
Another AI use case for GTM teams is the ability to scale account research for your team so they can send relevant messages.
There are tools like UnifyGTM that have an AI sales agent, which can scrape your prospects’ websites, browse the Internet, and pull CRM data to help you learn more about your leads.
The sales tool automatically triggers research when a buyer or company meets specific criteria that your sales team has set.
It then goes on to scrape their website, search the web, and analyze data to learn more about the prospect.
The sales agent then combines contact, LinkedIn, and CRM data to help your team personalize the messaging to each prospect.
Alternatively, there are AI tools like Clay that research each prospect in-depth and then let you ask the AI agent questions about the prospects, such as whether they are hiring at the moment.
For example, something I’m always keen on knowing is whether my prospects are hiring at the moment, which signals to me that they have a budget to spend.
#6: Personalizing outreach
Another AI use case for GTM teams is personalizing your outreach, on either email or LinkedIn.
For example, a tool like 6sense combines its 6sense Signalverse data, 6AI, and your organization’s content library to automate and tailor email workflows at scale.
The software lets your GTM team personalize cold or warm emails being sent out with information, such as:
- The lead’ company, industry, or job.
- Insights from the prospect’s LinkedIn account.
- Specific keywords that the tool has figured out that the prospect is interested in (e.g., visitor identification software).
6sense’s AI sales agent helps your GTM team generate and then sends emails that are personalized to your leads using the tool's out-of-the-box agent playbooks.
➡️ What stands out to me about 6sense is that it also improves your email deliverability by utilizing custom sending domains and contact validation rules.
#7: Send personalized video messages to your prospects
Seasoned GTM leaders know the effectiveness of video messages, especially when you’re trying to show your prospects how they can level up their game with your solution.
With the introduction of AI-powered tools like Vidyard, your GTM team can scale personalized video outreach to boost both productivity and reply rates from prospects.
Vidyard lets your GTM team create and send AI-generated video messages to leads even when they're not available to record in person.
The way it works is that your human team creates a custom AI Avatar by recording a 90-second training video or selecting from a library of stock Avatars.
The platform then generates a script, which can be written manually or created using Vidyard's AI-powered script generator.
The AI Avatar records the video, which can be personalized with your lead data.
Videos can then be created and shared with your prospects directly from browser extensions or integrated sales tools, such as Apollo, Salesloft, and Outreach.
#8: Personalize your website to your leads
AI is now capable of personalizing your prospect’s website experiences in real-time by displaying dynamic content and customized landing pages based on user behavior.
This kind of personalization can improve user experience, increase time spent on-site, and generate more pipeline by making every visitor see a different version of your website.
The technology achieves this by analyzing your website visitors’ buying intent and engagement levels on your website, so every visitor sees content that aligns with their interests.
➡️ For GTM teams, this can mean dynamically adjusting case studies and offers to match industry-specific use cases.
A software I know that can do this is Demandbase, which leverages buying intent and B2B data to provide each target account with a tailored web experience, including messaging, images, offers and CTAs.
The platform provides you with a no-code landing page editor, where you can select how you want to customize your website.
#9: Generate landing pages for different B2B ICPs
One overlooked AI use case in 2025 for GTM teams is using AI to generate landing pages for different ICPs and product use cases.
Instead of constantly requesting developer resources for generating landing pages for the different target personas and use cases, you can speed up the process with a tool like Landingi.
Landingi offers an AI Landing Page builder that lets you design and optimize landing pages.
The platform enables GTM leaders to create professional landing pages without coding skills.
Landingi also has built-in analytics and A/B testing tools, which can track your visitors’ behavior and optimize the effectiveness of your ABM campaigns.
#10: Analyzing sales conversations
Lastly, your GTM team can leverage a tool like Fireflies to analyze sales conversations that your sales team was a part of.
Note-taking apps are usually utilized to take meeting notes and to come back to them with questions about how the meeting went.
I’ve noticed that they can also be used to:
- Transcribe and summarize sales meetings across Zoom, Google Meet, and Teams.
- Create notes that highlight key moments (e.g., pain points of your customers).
- Generate meeting summaries with analysis on next steps, tasks, and questions asked by the leads.
- Detect buyer sentiment, identify talk-to-listen ratio, recognize critical topics, and measure your sales team’s performance during sales conversations.
Fireflies AI also comes with an out-of-the-box analytics platform where your GTM team can see questions asked and get access to topic insights.
5 examples of companies (successfully) utilizing AI in their GTM campaigns
Here are examples of 5 GTM teams that successfully utilized AI to improve their bottom line and/or operations: 👇
#1: Kandji booked 2 qualified meetings in 8 minutes of setting up Warmly’s AI Chat
Kandji, a device management platform for Apple devices, decided to give Warmly’s AI chat a chance so it can detect ICP-fit visitors on their website and engage with them.
The AI Chat accurately identified prospects' companies and generated personalized messages, and then initiated conversations that led to meeting bookings.
Our system then notified their sales team on Slack when the prospects engaged with the AI chatbot so they could take over the conversation in real-time.
The results: Kandji started booking qualified sales meetings within 8 minutes of setting up our AI-powered sales chat for website visitors.
Here’s how the chat transcript looked before the human sales reps took over:
#2: Composing personalized emails at scale: Gong x Verse
Verse AI’s GTM team used Gong Engage to compose personalized emails at scale to improve sales velocity and shorten sales cycles.
Before using the platform, Verse was relying on tools that provided them with limited visibility into their sales pipeline and customer engagement.
Their GTM team leveraged Gong's insights to refine their content and campaigns, basing their strategies on accurate customer interaction data rather than intuition.
Results: After Verse decided to give Gong a chance, they achieved better alignment and collaboration among sales, marketing, and customer success teams.
The platform achieved a 76% increase in revenue from closed-won deals and experienced 25% greater forecast accuracy due to improved visibility into its pipeline and customer interactions.
#3: Prospect prioritization and engagement - Premikati x Warmly
Premikati was facing an issue that a lot of GTM teams can relate to: It was generating website traffic, but was not able to efficiently capture and nurture the prospects.
The company was struggling with accurate attribution, meaning its GTM team couldn’t figure out which of their efforts and strategies were driving value.
After Premikati deployed Warmly, they were able to tackle several issues at once:
- Identify its website visitors, providing the GTM team with a rich pool of potential leads.
- Automatically recognize the visitors most likely to convert based on on-site signals, like pages visited, and off-site signals, like research intent.
- Orchestrate the entire outreach process using Warmly’s Orchestrator, which automatically adds leads with the highest scores in adequate sequences based on the criteria that Premikati’s team sets up.
Results: Premikati was able to maximize its ROI by building a steady pipeline of warm leads with Warmly’s AI-driven functionality.
The AI-powered prospector prevents quality leads from falling through the cracks simply because you didn’t have a sales rep on hand.
Try it yourself 👇or watch it in action.
The company also utilized Warmly’s AI Chat, which allowed their team to auto-book meetings with qualified prospects.
Listen to the full interview here:
"If Warmly goes away, we quit." - Michael Buczynski, VP of Marketing at Premikati
#4: Inbound lead enrichment: OpenAI x Clay
OpenAI’s GTM team implemented Clay to scale their sales motion, particularly for inbound lead enrichment and sales team support.
Clay helped OpenAI, which needs no introduction, to more than double their enrichment coverage from a low 40% to a high 80%, enabling better lead scoring, routing, and response.
The AI giant used Clay's AI research agent to automate and scale custom GTM research, mimicking the process of their best sales representatives.
Clay's Salesforce package allowed OpenAI's GTM staff to perform on-demand data enrichment directly within their sales CRM to maintain consistent adoption across teams.
Results: Clay’s flexibility enabled OpenAI to rapidly iterate on enrichment strategies, support various use cases across different teams, and maintain a strong data foundation for growth.
#5: ZoomInfo x Seismic
Seismic, a sales enablement platform, was looking to enhance its GTM’s productivity and personalization efforts using AI.
The platform implemented ZoomInfo Copilot to leverage its AI-driven prospecting insights and integrated it into its existing tech stack.
Copilot's AI chatbot and access to ZoomInfo's data helped Seismic craft specific, personalized messages that led to quicker responses from prospects.
Results: Seismic's GTM team attributed 39% of active pipelines to opportunities identified or influenced by signals from ZoomInfo, and they also reported a 54% increase in productivity and saved 11.5 hours per week.
Next Steps: Set Up Powerful GTM Workflows Inside of Warmly
AI use in GTM, sales, and marketing isn’t just the future like it used to be a few years ago—it’s the present.
I believe that the GTM teams that will be thriving in the ABM 2.0 era would be the ones best using artificial intelligence to identify opportunities, engage leads while they are hot, and answer questions as they arise.
The organizations shown above have already proven that AI-powered strategies lead to higher engagement, better lead conversions, and return on investment.
With Warmly, you can automate lead identification, engagement, and outreach, ensuring no high-value prospect falls through the cracks.
From intent-based lead scoring that helps prioritize the most promising accounts to automated personalized outreach and AI-powered chatbots that engage visitors in real-time, Warmly equips your Go-To-Market team with AI capabilities to streamline operations and maximize ROI.
If you’re looking for a revenue orchestration platform that offers:
- A way to instantly engage with your highest intent prospects with Warmly’s AI chat.
- A platform that works in real-time and can automatically notify the right salesperson as soon as an ICP lead shows buying intent, so they can act immediately.
- The ability to create a human-to-human connection with any high-intent web visitor through video chat right on your site.
- A free email and LinkedIn database that comes with a <1% bounce rate.
- A Bombora integration that lets you proactively reach out to your warm leads and track who’s researching terms relevant to your product and brand, and get in front of them before your competitors do.
Then you can sign up for Warmly’s free plan or book a demo today and see how Warmly can transform your sales workflows with AI.
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