AI’s Most Dangerous Trick in Go-To-Market

24 Jun 2026 · 0 min

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In this excerpt, the speaker warns that AI can make unfinished or incorrect work appear polished, which is especially risky in go‑to‑market (GTM) contexts. When AI‑generated content looks finished, busy stakeholders—such as executive assistants—may schedule actions or move forward without fact‑checking or deeper thinking, whereas visibly incomplete work would prompt review. This creates a danger that decisions and actions are based on flawed AI output, undermining thoughtful GTM execution.

So that's one of the biggest risks with AI and GTM, go-to-market. AI can make bad work look finished. And that is dangerous because unfinished looking work at least tells you it still needs thinking. So if I just dropped something on my EA that was half done, she would obviously finish it, kick it back, whatever. But if I hand her something that looks great and looks polished, she's going to schedule that right out and not fact check it, not make sure that it's a deep thought, whatever.