Where Is AI Taking Us in 2026?

Artificial intelligence is reshaping how we work and build careers. In a timely episode of The Go-to-Market Podcast, host Dr. Amy Cook sits down with Jon Bradshaw, CEO of Codebase and President of AWS Utah, for a grounded look at what comes next. Bradshaw argues that teams who adopt and upskill early will outpace those who wait.

How AI Will Reset Work, Skills, and GTM Execution

Bradshaw says AI will extend human capability, not replace it. For GTM leaders, the conversation points to a practical playbook for skills, tooling, and decision-making.

“I think the future that your kids will grow up in, they’ll probably go to like a 30 hour work week.” – Jon Bradshaw [00:02:37]

Adopt Early or Get Knocked Back by the Wave

Bradshaw states plainly that teams who ignore AI will struggle. He compares this moment to the arrival of the personal computer, and he urges leaders to get hands-on.

If CTOs and executives sit on the sidelines, they slow the company and raise risk.

Revenue teams need more than talk. Build a clear AI implementation strategy and know the differences between AI vs machine learning vs predictive analytics, so you match tools to problems. Without a roadmap, pilots stall and join the list of AI project failure in GTM. As Bradshaw puts it, “You need to lean into the hard things… what you want in life is on the opposite of that hard thing.”

The Virtual PhD Still Needs a Human

Bradshaw calls AI a “virtual PhD in your pocket,” but it lacks real-world context. Even the best model needs eyes, feedback, and clear communication to land on the right answer. The human sets the goal, tests the output, and applies it in the messy details of the job.

He shares a story about asking ChatGPT for knee-injury advice. It suggested RICE, then agreed when he asked if that guidance was outdated. Without a sharp user, AI can sound confident while giving weak or wrong advice. That is why Codebase added in-person whiteboard interviews to see how developers think, not how well they copy outputs from ChatGPT.

The same rule applies in GTM: tools for AI deal health scoring supply signals, and strong sales leaders turn those signals into action. As systems grow more capable, understanding what agentic AI is will raise the bar for human oversight and strategy.

AI Levels Knowledge and Rewrites Roles

AI spreads expert knowledge to everyone, which shifts the edge from knowing to doing. Many white-collar tasks will look more modular and outcome-based. Value flows to people who apply context, make choices, and ship results.

This shift is already remaking GTM. The evolution of RevOps in AI moves work from reactive tasks to proactive planning and prediction. Pros move faster when they use AI to build a focused AI in GTM strategy and free time for higher-level decisions.

That momentum points toward the future of RevOps in 2030, where leaders orchestrate people and machines to hit bold growth goals, as companies like Qualtrics already show.

What to Do Next

• Adaptation is mandatory. Proactive learning and implementation are non-negotiable.

• Human context is irreplaceable. Your critical thinking and real-world experience drive quality.

• Roles are evolving. Work like an owner and operate at a more strategic level, regardless of title.

Create a culture of continuous learning and experimentation. Build an AI action plan for your revenue team and invest in platforms that expand what your people can do.

Final Thoughts

AI will not reward the teams who know the most, but the teams who learn the fastest and turn insight into action.

FAQ The Future of Work with AI

1. How will AI change the future of work for Go-to-Market teams?

AI will change the future of work for Go-to-Market teams by extending human capabilities and shifting the focus from information gathering to strategic execution. It automates routine tasks, which allows professionals to operate at a more strategic level. This transition may lead to shorter work weeks while demanding stronger skills in critical thinking and decision-making.

2. Why should GTM leaders adopt AI technology early?

GTM leaders should adopt AI technology early to gain a competitive advantage, as teams who wait to upskill will fall behind. This moment is comparable to the arrival of the personal computer, where early, hands-on adoption determined future success. Without a clear AI implementation strategy, revenue teams risk stalled projects and slower growth.

3. Will AI replace human jobs in Go-to-Market teams?

AI is not expected to replace human jobs in Go-to-Market teams but will instead augment them and rewrite existing roles. The technology acts as a powerful assistant that lacks real-world context and critical judgment. Human value becomes more important for setting goals, testing outputs, and applying insights to messy, real-world business problems.

4. What is the role of human oversight when using AI in GTM?

The role of human oversight when using AI in GTM is to provide essential context, critique outputs, and turn AI-generated signals into effective action. AI can sound confident while giving weak or incorrect advice, so it requires a sharp user to guide it and validate its recommendations. This human-in-the-loop process ensures that technology serves strategic goals accurately.

5. How does AI create an execution advantage for GTM teams?

AI creates an execution advantage for GTM teams by making expert knowledge widely accessible, shifting the competitive edge from knowing information to acting on it. As AI handles routine analytical and content tasks, it frees up professionals to focus on higher-level strategy and decision-making. Value flows to the people who can apply context, make choices, and deliver results faster.