# Rethinking go-to-market for the AI era

DevFeed: [Rethinking go-to-market for the AI era](<https://devfeed.tech/articles/rethinking-go-to-market-for-the-ai-era-57274.md>)

Original publisher: [Read original article](<https://www.thoughtworks.com/insights/blog/generative-ai/rethinking-go-to-market-AI>)

Author: Julie Woods-Moss, Natalie Drucker

Published: 2026-02-19T00:00:00Z

Content type: opinion

Language: en

Sources: [Thoughtworks Insights](<https://devfeed.tech/sources/thoughtworks-insights.md>)

Topics: [AI Strategy](<https://devfeed.tech/topics/ai-strategy.md>), [Generative AI](<https://devfeed.tech/topics/generative-ai.md>), [Artificial Intelligence](<https://devfeed.tech/topics/ai.md>), [BigQuery](<https://devfeed.tech/topics/bigquery.md>), [Software as a service](<https://devfeed.tech/topics/saas.md>), [data](<https://devfeed.tech/topics/data.md>), [business logic](<https://devfeed.tech/topics/business-logic.md>)

Tags: [ai](<https://devfeed.tech/tags/ai.md>), [ai-strategy](<https://devfeed.tech/tags/ai-strategy.md>), [bigquery](<https://devfeed.tech/tags/bigquery.md>), [business-logic](<https://devfeed.tech/tags/business-logic.md>), [data](<https://devfeed.tech/tags/data.md>), [generative-ai](<https://devfeed.tech/tags/generative-ai.md>), [saas](<https://devfeed.tech/tags/saas.md>), [strategy](<https://devfeed.tech/tags/strategy.md>)

## AI overview

Thoughtworks argues that companies should rethink go-to-market operations for the AI era by building around their own data, business logic, and agents instead of relying primarily on generic AI features from SaaS vendors. The article describes rebuilding core GTM systems and onboarding data to Google BigQuery as part of that shift.

## Source excerpt

Rethinking go-to-market for the AI era