Enterprise teams waste 53% of go-to-market spend because buyer journeys have fundamentally changed in the AI era. Liza Adams, AI advisor and go-to-market strategist at Growth Path Partners, brings 25+ years of marketing leadership experience from companies like Pure Storage, Smartsheet, and Juniper Networks to address this critical challenge. Adams introduces her visibility-sentiment-recommendation framework for AI search optimization and outlines the strategic shift from gated content tactics to trust-building through authentic value delivery. She details how cross-functional AI adoption breaks down departmental silos and advocates for people-first AI implementation that prioritizes upskilling over workforce reduction.

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