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Riding the AI Wave: My Journey Integrating Artificial Intelligence into the Go-to-Market Process
- Anna Amoresano
- Sep 13
- 3 min read
Updated: Sep 17
From Skepticism to Curiosity
When I first encountered AI in 2022 during a graduate course at Rochester Institute of Technology, we explored Jasper (formerly Jarvis), DALL·E, and others. Jasper offered slick writing capabilities clearly aimed at marketers. DALL·E, on the other hand, stirred something deeper — even unsettling. The idea of generating or altering masterpieces of visual art with a few keywords felt... sacrilegious. What would become of original work? Of artists? Of authors?
It felt like watching a flying car prototype: fascinating, but years from crossing the chasm.
And so, I filed AI away as “not quite ready.” What I didn’t realize was that I wasn’t quite ready.
Fast Forward: From Classroom to Boardroom
Two years later, I was consulting for a high-growth electronics firm in San Clemente, California. I was invited — maybe nudged — to attend an intensive two-day seminar on AI tools for digital marketing. I almost didn’t go. After all, I’d already “been there, tested that.” Surely someone else could use the seat.
But curiosity (and maybe a little FOMO) won out. What I found was astonishing. These weren’t the same tools I saw in 2022. They were sharper. Faster. More intuitive. Capable of generating content, summaries, comparison matrices, SEO-optimized copy — and more.
The gap between skepticism and utility had closed.
The Go To Market Onda Process™ Meets AI
At CTCX Consulting, our proprietary go-to-market framework — the Onda Process™ — is rooted in synchronized product development and commercialization. It’s pragmatic, structured, and flexible.
Integrating AI tools into different phases of this methodology didn’t replace the strategy — it enhanced it.
Examples in Action:
Business Case Vetting → Instead of manually building cost models, I used prompt-driven logic in Excel to generate frameworks in minutes, not days.
Product Development → AI summarized and comparison of multi-page technical spec documents, cutting review cycles from weeks to hours.
Marketing Plans → AI generated article outlines based on live SEO queries, helping marketing teams design content aligned with actual search intent.
In the past 12 months, I’ve helped 6+ companies integrate AI into their GTM strategies. The results? Faster cycles, deeper insights, and more room for teams to focus on decision-making instead of drudgery.
The Hardest Part? Shifting Mindsets
Selecting the right AI tools is hard. Integrating them into workflows is harder. But the hardest challenge of all? Shifting mindsets.
Clients ran the spectrum: curious, skeptical, or outright resistant. Some feared plagiarism or loss of originality. Others questioned whether AI-created outputs would align with their brand voice.
But results speak louder than resistance. The proof: proposals written faster, competitive analyses delivered overnight, and product launches accelerated without sacrificing strategy.
AI doesn’t replace vision — it accelerates it.
Tools Then and Now
The tools I first encountered in 2022 were fascinating but limited. Today, they’ve matured into critical components of my consulting toolkit.
Tool | Then (2022) | Now (2025) |
Jasper (Jarvis) | Produced formulaic marketing copy with limited customization. | Generates context-aware, SEO-optimized content with better tone control and integration into workflows. |
DALL·E | Produced abstract, quirky, sometimes distorted images. | Creates photorealistic visuals, consistent styles, and brand-level assets for campaigns. |
ChatGPT | Simple Q&A bot with occasional errors and limited knowledge. | Multi-modal reasoning, advanced plugins, real-time browsing, and strong research/drafting partner. |
MidJourney | Fun for artistic dreamscapes, inconsistent output. | Professional-grade visuals with reliable control over prompts, styles, and formats for brand-ready assets. |
AI in Productivity Tools | Early experiments bolted onto apps. | Embedded, context-aware assistants that streamline workflows, summaries, and decision-making in real time. |
Final Thoughts
The journey from doubt to integration has been one of mindset, not just tools. As a founder, strategist, and eternal student, I’ve learned that AI isn’t here to replace creativity — it’s here to unlock it faster.
💬 How has your perspective on AI shifted in the past year— if at all? What tools or moments made you rethink it?
🔁 If this sparked something for you, feel free to repost or tag someone exploring AI in their work.
More to come.
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