Why Your AI Marketing Strategy Needs A Human Touch After All [Forbes]
Alphabet Inc. - Class C Capital Stock (GOOG)
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Source: Forbes
The start-up, launched in 2021, is certainly proud of the technology it has developed to support businesses in their go-to-market (GTM) activities, but it is also convinced that human interventions are critical to driving last-mile success. Forbes first met OneShot in the autumn of 2023, shortly after it had secured additional funding to pursue an aggressive growth strategy. Almost two years later, the business is about to unveil the latest version of its GTM platform, with an emphasis on the human contribution to sales and marketing activity. “AI alone is not delivering the results that businesses hoped for,” says Gautam Rishi, CEO of OneShot. “Everyone has access to it and everyone is using it, so getting better results than your competitors is impossible,” says Rishi, whose background is in leading sales teams and who co-founded the business with Peda Pola, a former Salesforce executive. It's a complaint echoed by Eli Burstein, president of software company Capstone, one earl
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