Demand generation as we know it is undergoing a seismic shift. The tried-and-true playbooks that marketers have relied on for years are rapidly becoming obsolete, giving way to AI-driven strategies that are redefining how companies attract, engage, and convert customers. If you’re still approaching demand gen the same way you did five years ago, you’re already behind. 

In the latest episode of GTM Innovators, I sat down with Prashant Kaw Founding Partner of Helmur to dive deep into the impact AI is having on marketing, particularly in demand generation. We explored how AI is transforming the way we create content, track attribution, and execute go-to-market strategies. Below, I break down three of the biggest disruptions happening right now—and why they matter for your business. 

1. AI is Revolutionizing Demand Generation Workflows
AI isn’t just automating repetitive tasks—it’s reimagining the entire demand generation process. The traditional approach required manual segmentation, content creation at scale, and complex workflows to deliver personalized experiences. Now, AI can: 

• Analyze content consumption patterns to hyper-personalize messaging at an individual level.

• Predict which accounts and personas are most likely to engage based on behavioral data.

• Automate and optimize content repurposing across multiple channels, ensuring the right format reaches the right audience.

What does this mean for marketers? A shift from execution to strategy. Instead of spending time on operational tasks, demand gen leaders must now focus on refining messaging, curating AI-driven customer journeys, and aligning sales and marketing efforts more effectively. 

2. Dark Social is Upending Attribution Models
For years, marketers have struggled with attribution—where exactly did a lead originate? Historically, companies relied on models like first-touch, last-touch, or multi-touch attribution. But AI is exposing the flaws in this system, especially as dark social grows in influence. 

Dark social refers to interactions that happen outside of traditional tracking mechanisms—conversations in LinkedIn comments, Slack communities, direct messages, and private forums. AI-powered tools are now beginning to map these interactions by analyzing patterns in online engagement, but it’s still a challenge. 
What’s the takeaway? Marketers need to rethink how they measure success. AI can help uncover new insights, but businesses must adapt their expectations and shift focus from rigid attribution models to influence-based marketing.

3. The Future of Go-To-Market Strategies in an AI-First World
The old GTM playbooks no longer apply. AI is rewriting the rules, making traditional demand gen tactics like broad segmentation and static nurture sequences ineffective. Instead, companies that succeed will: 

• Invest in AI-powered audience intelligence to dynamically refine targeting.

• Lean into real-time, AI-driven campaign optimization instead of pre-set workflows.

• Focus on first-party data collection to fuel AI models, reducing reliance on third-party cookies and traditional tracking methods.

The key message here? Marketers must embrace agility. AI doesn’t just help scale demand gen—it enables businesses to pivot faster, respond to customer signals in real time, and create more meaningful engagement at scale. 

The Future is Already Here—Are You Ready? 
The AI revolution in demand generation isn’t a distant possibility—it’s already happening. Businesses that fail to adapt risk falling behind, while those who embrace AI-driven strategies will gain a competitive edge in personalization, efficiency, and scalability. 

Want to hear more? In my conversation with Prashant Kaw, we discuss these disruptions in detail, exploring real-world examples and actionable strategies for marketers. Tune in to the full episode of GTM Innovators here: The Future of Demand Gen: AI, Data, and Personalization with Prashant Kaw 
Stay ahead of the curve—because in the world of AI-driven marketing, the only constant is change.