"Start with the boring stuff": Austin Hay on how founders are actually using AI in GTM

In a conversation with Austin Hay, an operating partner at Khosla Ventures, the focus was on how founders can leverage AI to enhance their go-to-market (GTM) strategies by prioritizing the automation of mundane, administrative tasks rather than attempting to create an all-encompassing growth machine from the start. Austin emphasizes that AI excels in automating tasks that are process-driven and non-probabilistic, such as managing expenses and cleaning lists, but struggles with generating high-quality content, which should involve human creativity and refinement. He advocates for "skillifying" tasks—breaking them down into discrete, manageable skills—before automating them, and stresses the importance of maintaining human oversight in any automated process to avoid errors that could harm customer relationships. Austin also highlights the distinction between business reporting, which should be standardized, and directional reporting, which allows for flexibility and speed, while cautioning against the misconception that GTM processes can be entirely automated without human intervention. The conversation underlines the need for founders and teams to focus on essential tasks, gradually automate repetitive processes, and develop their tool stack organically based on practical needs.

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