Rick Schultz

GTM Engineering is the real secret moat since AI has reduced the barrier to creating products. Finding a unique signal, carving out a proprietary channel, and the ALPHA, these add the necessity to solve the growth maze from a different lens. Andrew Chen wrote a piece on this a few months ago: https://lnkd.in/gF3wJxUN Clay created the GTM Engineering role. And Maven created lightning sessions to learn about this fast. If you're in ops and not adding this to your reading/learning list, you're missing out.

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I was in a boardroom last week when an executive confidently said, "We need AI agents for our agentic AI strategy." Everyone nodded. Almost no one knew what it meant. Here's what I'm seeing with the most successful AI implementations: Leaders who understand the nuances get better results. Let’s clear something up: • AI agents ≠ Agentic AI • Applied AI ≠ Generative AI These aren’t semantic differences. They shape how you extract value from AI. These distinctions matter because they unlock specific value for your business. If you confuse applied AI with generative AI, you risk overpromising - like promising a smart conversational assistant and delivering a system that can only generate structured reports. When you understand the difference between applied AI and generative AI, you can set the right expectations. You can measure meaningful outcomes. The organizations seeing the biggest wins from AI? They match the right AI approach to the right business challenge. So before your next AI initiative, ask: 1. What specific type of AI will serve our needs best? 2. How will THIS type of AI solve our business challenge? 3. What measurable outcomes can we expect? AI literacy empowers you to make strategic decisions that drive real business impact. What’s one AI use case you’ve implemented that actually moved the needle?

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Incredible The Josh Bersin Company case study has just launched detailing how HiBob supports team.blue across 60 different portfolio companies spanning 20 counties to deliver 💡 AI Insights at scale 👏 84% adoption across all global employees ✍ 95% reduction in manual tasks Link to complete case study in comments

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Today, Box is announcing major new AI agent capabilities to let customers tap into the full value of their unstructured data. First, we’re announcing all new updates to the Box AI Studio to make it even easier to build AI agents that tap into your enterprise content for any job function, business process, or industry specific use case. We are also expanding our set of foundational agents that customers will be able to use to work with their enterprise content, including new features like search and research on unstructured data. Next, we’re announcing Box Extract to enable customers to use AI agents seamlessly for complex data extraction from any type of document or content. This makes it easier than ever to pull out data from contracts, invoices, research data, marketing assets, medical charts, and more. Finally, we’re introducing Box Automate, a new workflow automation solution within Box that lets you deploy AI agents across enterprise content-centric workflows. With Box Automate, you can design your business process in a simple drag and drop builder and then drop in AI agents at any step in the process. This ensures agents execute tasks at the right steps in a workflow every time. Best of all, our AI agents and workflow tools are designed to work across any system our customers work within, whether it’s leveraging pre-built integrations, Box APIs, or the new Box MCP Server. Ultimately, all of these capabilities come together to transform how companies can work with their enterprise content. Software has historically only been good at automating work that deals with structured data, which is why ERP, CRM, and HR systems have been mainstays of enterprise software for so long. The data in these systems fits neatly into a database, and the workflows are very ripe for automation. But it turns out most of the work in the world deals with unstructured data. It’s ideating through research documents, working with a client on contracts, reviewing details for a new product launch, looking at a patient’s healthcare record to make a diagnosis, working through due diligence documents for an M&A deal, and so on. For the first time ever, we can begin to bring all new insights and automation to this work with AI agents. At Box, we’re incredibly excited to be on this journey to help customers transform how they work with their most important data. Learn more at: https://lnkd.in/gSNHmYbA

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We hosted another Executive Marketing Roundtable in Seattle yesterday - Prepping for AI Search: The Rise of GEO - with marketing leaders from $100M+ revenue companies. Tight agenda, great food, and plenty of insights (plus some fun). Few insights from our discussion: ✅  PR, UGC & Topical Authority Drive AI Search Wins – Third-party mentions, high-quality PR, and strong topical authority significantly improve visibility and citations in LLM platforms ✅  Entities & Freshness Are Key Ranking Factors – AI Search increasingly prioritizes entity-based content mapping and fresh updates, especially on platforms like Perplexity ✅  GEO is the Local SEO of AI – Like Local SEO optimizes for maps and local listings, GEO optimizes for AI-generated answers across ChatGPT, Google AI Overviews, Perplexity, etc. ✅  Visual & Multimodal Content Rising – Infographics, videos, and multimodal assets are gaining weight in AI Search rankings, offering a competitive advantage ✅  AI Content Has Limits – AI can scale awareness content but is less effective at driving conversions; human-led, high-intent messaging remains crucial Super thankful to all who attended - Kate Rundell (Amazon), Lucas Welch (Highspot), Jackie Johanson (Capgemini Invent), Jake Milstein (Contrast Security), Michella C. (Congo Brands), Bala Vishwanath (SeekOut), Melody Peng (ex- Avalara), Michael Merwin (MacDonald-Miller Facility Solutions), Rekha Thomas (ex-Seismic), Marina Resto Black, Anirudh Singla There is no looking back when your attendees say this - "This is the best event in terms of value and organisation that I have been to, in recent times" Lot more coming up from Pepper. Stay Tuned :) Pepper Content #AI #GEO #SEO #AEO #AISearch #AIinMarketing

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AI is completely transforming how we work, but one of the biggest challenges I hear from other CMOs and business leaders is connecting different tools and solutions. I’m super excited about the launch of Gemini Enterprise, which brings all your company's data, tools, and people together in one secure place. Gemini Enterprise is bringing the full power of Google AI to everyone at work. Especially at big companies like ours, AI has incredible power to help us find information across internal documents, unlock new insights from our data, and deploy helpful agents that understand the context of our work and can help us get things done more efficiently. These tools are already saving thousands of hours on our team, and the boost to productivity and collaboration is helping unlock epic new ideas, move at the speed of culture, and drive real results. This is just the beginning, and I’m so excited to see what new campaigns are born with these new tools! 🪄 Congrats to Thomas Kurian, Alison Wagonfeld and the team on the amazing launch. Read more about what we announced → https://lnkd.in/gqiY-USZ

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"Wake Up" -Rage Against the Machine I wrote a blog about this sometime ago - giving my POV that ChatGPT is not going to reinvent anything as it pertains to their revenue model - instead, it will function as some combination/derivative of a marketplace, affiliate and/or charge advertising. https://lnkd.in/gAYaXE8w If the news last week surprises you --- it is indeed time to wake up. At it's core - this is a challenge for brands the same way it always has been: discoverability is governed by eyeballs and eyeballs are governed by a few (Apple, Meta, Google, Amazon)... and these folks that govern the eyeballs will figure out a way to charge you an arm and a leg whilst standing behind manufactured commentary around relevance, quality scores and even saying their walled gardens are better because of data protection --- which is just another way of saying it's their data and you need to pay for the privilege to use it. As I continue to say - this is another area where the quality of YOUR brand and the quality of YOUR experience is going to win the day. Yes, you need a discoverability - both paid and unpaid - for ChatGPT, Anthropic, Perplexity and there will be more to come... but ultimately your ability to deliver a great experience wins the day - now more than ever.

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