• AI breaks intent-based acquisition because users have no vocabulary, no category awareness, and no search behavior for novel AI capabilities.
• Performance marketing collapses: no keywords, no comparisons, no reference points, and no way to measure intent.
• Discovery inverts: AI products must find users, not wait for users to search. Distribution shifts from funnels to narrative-driven category creation.

1. Context: Why the Traditional GTM Model Fails

The standard SaaS-era GTM logic assumes:

1. A user knows the problem
2. Searches for a solution
3. Finds a product through ads or comparison sites
4. Converts through a predictable funnel

This model depends on two things: intent (keywords, search queries, problem awareness) and anchors (known categories, comparison frames).

AI eliminates both.

AI introduces capability shocks — tools that do something users didn’t know was possible.
No existing language → no queries.
No mental model → no evaluations.
No category → no discoverability.

The result:
AI products break the entire discovery pipeline before it even begins.

2. Mechanisms: Why AI GTM Breaks

Mechanism 1: No Search Volume

AI creates new capabilities, not incremental improvements.

This means:

• No keywords to bid on
• No comparison queries
• No obvious onboarding intent
• No viable performance marketing

Example:
Before products existed, “AI coding assistant” had zero search volume.

Without intent, the entire PPC/SEO engine has nothing to target.

Mechanism 2: No Reference Points

Users cannot evaluate AI products using old categories.

Why?

• They’re not “better versions” of existing tools
• They’re not feature upgrades
• They produce qualitatively different outputs

So comparison pages, feature charts, and “10x better” messaging fail.

Example:
ChatGPT isn’t “better search”.
It’s a different cognitive capability.
Comparison logic collapses.

Mechanism 3: Discovery Inversion

AI flips the acquisition flow:

Product → User, not User → Product.

Users don’t search; they react.

Across AI:

• Discovery comes from social contagion
• Value is revealed through firsthand usage
• Interest forms after the experience
• Curiosity precedes intent

This is why successful AI products spread through:

• Word-of-mouth
• Demos
• Viral examples
• Shareable outputs
• Community loops

Example:
Sean Ellis didn’t search for ChatGPT.
Someone told him to try it.
This is how AI spreads.

3. Implications: The Collapse of Performance Marketing

If there is:

• No search
• No category
• No baseline
• No direct comparison

then:

• Paid channels don’t work
• SEO is irrelevant at launch
• G2/Capterra-style marketplaces don’t help
• Funnels don’t exist
• CAC becomes undefined

AI GTM must shift from intent capture → intent creation.

This is the core strategic break.

4. Conclusion: A New GTM Architecture for AI

AI markets are category-less environments where:

• Value precedes demand
• Demonstration precedes description
• Experience precedes evaluation
• Narrative precedes search

This requires a fundamentally different GTM model:

• Category creation, not category entry
• Narrative-led distribution
• Social amplification, not search capture
• Product-led revelation loops
• Community-driven pull, not funnel-driven push

The traditional GTM playbook isn’t “less effective.”
It’s structurally incompatible with AI.

Deep analysis at: https://businessengineer.ai/