The GTM Singularity is Collapsing Traditional Go-To-Market Approaches

The research signals a decisive shift in B2B GTM strategy, urging leaders to abandon outdated playbooks and embrace an AI-first, customer-obsessed model built on augmentation, resilience, and cross-functional collaboration.

Convenience will always be important, but on its own, it’s not enough to build a lasting connection. What really makes a difference is when we can create moments that are positive and meaningful, even in small ways, says Luke Chircop, Senior Director of Product at Careem.

Playable ads are reshaping digital marketing by turning passive impressions into interactive experiences, driving deeper engagement and more qualified user acquisition beyond gaming.

Fasil Shah explains how loyalty is evolving in the age of short-form content, shifting from long-term brand commitment to trend-driven engagement—and what brands must do to retain customers in this new landscape.

The strength of a brand will be defined by the quality of its data, the clarity of its identity, and its ability to deliver value within AI-driven interactions. Visibility will still matter, but it will not be enough, says Mohammed Alkhotani, SVP & GM, Salesforce.

DOOH adoption is accelerating, with 68% of planners increasing usage and 61% planning higher investment, yet 58% still cite measurement as the biggest barrier to scaling spend.

Smart packaging is making a strong comeback, with QR codes and NFC technology enabling brands to embed gamified experiences that drive deeper customer engagement, unlock valuable insights, and showcase new products in more interactive ways.

Industry leaders from retail, hospitality, and travel explored how brands can stay relevant, leverage data, and meet customers across channels to drive sustainable growth.

As AI shifts digital interfaces from static pages to live conversations, Nic Baird and Kevin Baragona reveal that advertisers and publishers who align ads with real-time user intent will define the next revenue engine of the internet.

Norman Nielsen talks about the evolving relationship between paid and organic growth, the power of localisation in ASO and CRM, and how AI-driven segmentation is unlocking the next phase of personalisation.