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Demonstrating extreme dogfooding, Serval operates without a traditional solutions engineering (SE) team. Instead, their sales reps ask their own AI product questions in a dedicated Slack channel, getting instant answers on product functionality and collateral, thereby automating a key GTM function.

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Shopify built an AI agent named River that works exclusively in public Slack channels, never in DMs. This forces collaboration into the open, allowing 6,000 employees to watch and learn from each other's interactions with the AI, accelerating company-wide adoption and skill development.

To eliminate delays from reps chasing approvals from Deal Desk, Legal, and RevOps, Anthropic centralized all support requests into Slack. An AI agent then triages these tickets, either resolving them based on company policy or escalating them with full context to the right human. This shifts the burden from reps navigating systems to systems coming to the reps.

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A custom AI system named Marilyn, built by the CMO and one engineer, has become the central nervous system for Wiz's GTM team. It answers complex questions on competition, product docs, and strategy, even translating content for global teams. This demonstrates the immense ROI of building custom internal AI tools.

Serval Replaced Its Solutions Engineers with an Internal AI-Powered Slack Bot | RiffOn