Remember back in 2023 when ChatGPT made headlines? It was a time when many startups began to try AI tools to help their businesses. Since then, other popular AI apps, such as HubSpot’s AI tools, GitHub Copilot, Jasper.ai, ClickUp, Otter.ai, and GrammarlyGO, have joined the portfolio of tools startups use.
These tools are used throughout the business, from writing emails to ideation, product development, GTM, operations, and customer service. As our 2024 AI in GTM Report reported, startups have gone from adopting integrations and automation to adding AI and machine learning (ML) into workflows to grow more efficiently.
AI's popularity is exponentially growing, with some estimating that the AI market is projected to reach $407 billion by 2027. HubSpot’s APAC AI survey shows that Gen AI is supercharging productivity for sales and marketing professionals in the region, helping them win back up to 2.7 hours in their day, and ultimately helping drive business growth.
As AI continues to become more popular, it brings economic value to those who understand and are not afraid to use it. Startups that leverage these tools early in their growth can gain a competitive edge over startups that cannot or will not integrate AI tools into their tech stack.
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Our survey shows that regional startups are increasingly integrating AI into their operation and recognising its importance in driving future growth.
While most startups are keenly aware of the importance of AI for their future, the ability to see the opportunities AI tools create comes from hiring the right people to ensure GTM success. Specifically, startups need to empower their team with talents that can properly integrate AI with their GTM strategy.
To win in the AI race, you need to focus on two things: First, make data your top concern — but it’s not just about having data, but about building the right system to gather and organize it. Second, put your money into hiring skilled people for specific roles. Companies that invest wisely in these two areas will stand out.
What’s at stake is that venture capital (VC) firms notice which startups use AI in their operations and provide access to new funds that can support your growth ambitions.
“Specifically on AI, our investment thesis varies across regions based on market dynamics,” says Jussi Salovaara, co-founder and managing partner at Antler. “Here in Southeast Asia, our approach is geared towards vertical AI solutions addressing sector-specific challenges.”
“This strategic focus recognizes the hyper-competitive horizontal AI landscape globally. By channelling resources into startups applying AI to tangible industry issues, we capitalize on Southeast Asia’s unique market characteristics, technological landscapes, and regulatory environments,” he adds.
In the same GTM report we mentioned earlier, we found that startups become more appealing to VCs when they can demonstrate using AI to attract more customers and maintain a great customer relationship.
Furthermore, these AI tools empower startups to continuously improve their products and services, and easily identify areas for improvement and optimization in their GTM efforts. Our APAC AI research shows that generative AI in particular is supercharging work for GTM teams.
From boosting creativity and kicking writer's block to the curb, to empowering 1:1 customer research and more effective prospecting, generative AI is redefining productivity for marketing and sales professionals in APAC.
Not only is the use of AI tools saving time and bringing new efficiencies, it’s also driving more effective results — making startups an attractive investment destination for today’s savvy VCs.
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