The adoption of AI in marketing has been incredibly rapid. While most marketers were barely experimenting with AI two years ago, 60% now report using it every single day. This indicates a fundamental and swift shift in marketing workflows.

Instead of relying on a single AI platform, marketers should adopt a 'best-of-breed' approach. The speaker recommends using Claude for its strength in writing, Gemini for real-time research on current events, and ChatGPT for its advanced capabilities in analyzing marketing content and tactics.

The percentage of marketers using AI daily has surged from 37% to 60% in just one year, indicating a massive behavioral shift. With 82% planning to increase their usage further, non-adopters are quickly becoming a small minority and risk being left behind.

GTM leaders no longer need to delegate strategy implementation. With tools like ChatGPT, their spoken words can become code, allowing them to rapidly prototype and test complex, data-driven prospecting campaigns themselves, directly connecting high-level strategy to on-the-ground execution.

Beyond individual productivity, a shared AI tool fosters collaboration. Marketers can share effective prompts and custom GPTs, creating a living repository of best practices. This turns the tool into a third space for team communication, alongside Slack and email.

G2's research shows a dramatic acceleration in AI adoption for B2B purchasing. The percentage of buyers starting their journey with an LLM surged from 29% to 50% in just four months. This signals a fundamental, non-negotiable shift in buyer behavior that marketing strategies must immediately address.

While ChatGPT still dominates (90% usage), Google Gemini has surged from 33% to 51% adoption in just one year. This rapid growth is likely driven by its deep integration into the Google Workspace ecosystem that businesses already use and pay for.

Stop thinking of sales, marketing, and support as separate functions with separate tools. AI agents are blurring these lines. A support interaction becomes a lead gen opportunity, and a marketing email can be sent by a 'sales' tool. Prepare for a unified go-to-market operational model.

AI has rapidly shifted from a novelty to a daily workflow staple for a majority of marketers. This hockey-stick growth indicates that professionals not integrating AI into their daily tasks are now in a shrinking minority and risk falling behind.