--- title: The Importance of Customer-Focused Messaging with Emma Stratton description: Learn about customer-focused growth, AI's rising costs, and the future of GTM automation with insights from industry experts in this week's GTM News Desk. image: https://www.tackgtm.com/hubfs/Imported_Blog_Media/GTMND-YTThumbnail%20(Regular)-Emma%20Stratton-2.png --- [![TACK logo](https://www.tackgtm.com/hs-fs/hubfs/logotype_navy_original_RGB-1.png?width=110&height=29&name=logotype_navy_original_RGB-1.png)](https://www.tackgtm.com) - [COMMUNITY](https://www.tackgtm.com/product) - [THE GTM LIBRARY](https://thegtmlibrary.com/) - [MARKETING LEADERSHIP MASTERMIND](https://www.tackgtm.com/marketing-leadership-mastermind) - [MEMBER TESTIMONIALS](https://www.tackgtm.com/insider-testimonials) - RESOURCES - [WHAT IS PEOPLE-FIRST GTM?](https://www.tackgtm.com/people-first-gtm-model) - [BLOG](https://www.tackgtm.com/blog) - [WEBINARS](https://www.tackgtm.com/webinars) - [PODCAST](https://www.tackgtm.com/gtm-news-desk) - [BOOKS & GUIDES](https://www.tackgtm.com/go-to-market-resources) - SERVICES - [ON DEMAND GTM SERVICES](https://www.tackgtm.com/on-demand-gtm-services) - [PODCAST PRODUCTION](https://www.tackgtm.com/b2b-video-podcast-production) - [DEMO CENTERS](https://www.tackgtm.com/demo-centers) - [CUSTOMER STORIES](https://www.tackgtm.com/tack-gtm-testimonials) - ABOUT - [MEET MARK](https://www.tackgtm.com/about-tack) - [MEET THE TEAM](https://www.tackgtm.com/meet-the-team) [BOOK A MEETING](https://meetings.hubspot.com/kilens)   ### AI Costs Are Skyrocketing—But Productivity’s the Real Prize The AI boom is burning capital fast—but the long game is about GDP, not GPUs. In this week’s *GTM NewsDesk*, Mark and Nick unpack **Benedict Evans’ “AI Eats the World”** report and the implications for cost, complexity, and customer expectations. The takeaway? AI is infrastructure now—and the winners will be those who make it invisible, seamless, and human-first. **Anthropic’s models may soon cost $10B to train**, and Microsoft’s $80B AI bet underscores the arms race underway. But don’t panic—Mark argues CapEx spikes now are buying future margin. The real question: Will AI make businesses more productive or just more bloated? Meanwhile, **GTM automation is evolving**. It’s not just email flows anymore—it’s AI agents managing discovery, purchase, and implementation across the entire go-to-market engine. Dharmesh Shah (HubSpot) predicts vertical-specific agents will reshape how companies sell, support, and scale. Think: AI that not only generates content from a YouTube video but tailors it into LinkedIn gold. 🔥 Top takeaways: - **Simpler wins**. Customers don’t want complexity; they want clarity and outcomes. - **AI isn’t magic**—it’s a tool to augment, not replace, human empathy in storytelling and positioning. - **GTM teams must prep for a hybrid future**, where agents co-pilot workflows, not just content. The future isn’t just AI-native. It’s people-first, productivity-driven, and positioned to deliver results without losing the human thread. --- EXCLUSIVE CONTENT     ### [![Mark Kilens](https://app.hubspot.com/settings/avatar/daf76171ad085aba01bdd0a8f4b54225) Mark Kilens](https://www.tackgtm.com/blog/author/mark-kilens) [![Linkedin Author](https://f.hubspotusercontent10.net/hubfs/8768169/Elements/Theme/icons/social/linkedin.svg)](https://www.linkedin.com/in/markkilens/) ## Similar posts GTM News Desk ### [How to Measure Content and Product Marketing with Jon Paul Exclusive](https://tackgtm.com/gtm-news-desk/how-to-measure-content-and-product-marketing-with-jon-paul-exclusive) A behind-the-scenes look at how a marketing leader launched a revenue-driving podcast, scaled content measurement, and built a GTM checklist that... Mark Kilens Jun 11, 2025 GTM News Desk ### [The sweet spot between brand and pipeline](https://tackgtm.com/gtm-news-desk/the-sweet-spot-between-brand-and-pipeline) Learn how Brightwave's "spiky player" framework generates 30-40 daily inbound meetings with just 12 employees, crushing traditional GTM scaling... Mark Kilens Sep 9, 2025 GTM News Desk ### [Event Marketing, Buyer-First Practices, and Growth Hacking](https://tackgtm.com/gtm-news-desk/buyer-first-vs-demo-fluff) Discover how to improve event marketing, buyer-first practices, and growth hacking strategies in the latest GTM News Desk episode. Mark Kilens May 9, 2025 ![TACK LOGO](https://www.tackgtm.com/hubfs/logotype_white_original_RGB%201.svg) TACK GTM LLC PO Box 913 Newburyport, MA 01950 ### COMPANY - [About Us](https://www.tackgtm.com/about-tack) - [TACK Insider](https://www.tackinsider.com/) - [On Demand GTM Services](https://www.tackgtm.com/b2b-marketing-services-tack-gtm) ### RESOURCES - [People-first GTM Model](https://www.tackgtm.com/people-first-gtm-model) Copyright © 2025 TACK GTM LLC All rights reserved. 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