AI as a Digital Colleague: Lessons from 18 Months of Hands‑On Use

Over the past 18 months, I’ve integrated a wide range of AI tools into my daily work across sales, marketing, and go‑to‑market strategy. The result has been transformative. AI hasn’t replaced what I do — far from it — but it has become an indispensable assistant that helps me work faster, think more clearly, and operate more efficiently in an environment where budgets are tight and expectations are high.

There’s a lot of noise about AI replacing humans, but I see it as a natural evolution. We’ve watched this pattern before: standalone cameras gave way to smartphone cameras, M2M evolved into IoT, and now AI is reshaping how we access information and make decisions. The pace is faster, yes, but the principle is the same. If we don’t embrace technology responsibly, we risk losing relevance.

So where has AI made the biggest difference for me?

Research: Faster, Broader, and More Insightful

Before tools like ChatGPT, Google Gemini, and Microsoft Copilot, research meant endless Google searches and manual filtering. AI hasn’t removed the need for validation — data can still be inconsistent — but it has dramatically accelerated the process of gathering raw material and identifying patterns.

Competitive Analysis: Insights in Minutes, Not Days

Creating competitive whitepapers used to take days. Now, I can generate structured comparisons in minutes. When customers request bespoke competitive insights, publicly available information can be distilled quickly into clear, actionable intelligence.

Product Sales Strategy: Spotting Gaps and Validating Direction

AI has helped me understand competitor moves in emerging areas, identify gaps in the market, and shape differentiated USPs. Analyst validation is still essential, but AI accelerates the discovery of insights that guide strategic decisions and confirm whether we’re heading in the right direction.

Go‑to‑Market Strategy: Understanding Regional Dynamics

Assessing market fit across regions has become far more efficient. AI helps surface customer indicators, competitive signals, and regional nuances, ensuring that new propositions are targeted at the right markets with the right messaging.

Content Creation: From One‑Pagers to Workshops

AI has saved countless hours in content creation. I’ve used it to:

• build product one‑pagers in minutes

• prepare for panel discussions

• create a one‑hour workshop on GSMA Open Gateway APIs

• experiment with AI‑powered video creation tools like Pictory

The speed and quality of output make AI a genuine force multiplier.

AI as a Digital Assistant — Not a Replacement

Across all these areas, the theme is consistent: AI tools act as digital assistants. They still require guidance, review, and human judgment, but they are invaluable when navigating complex product development, shaping sales strategies, and supporting GTM execution — especially without additional headcount.

I’m curious to hear how others are using AI in their workflows. The more we share, the faster we all learn.

How Bridge This Gap Can Support You

At Bridge This Gap, we help organisations build and execute successful go‑to‑market strategies for new markets. We’d be delighted to support you in defining your ideal market entry approach and guiding you through the entire process with minimal risk, backed by a global network of experienced associates.