When AI Guides, Who Decides?

This research outlines a fundamental GTM paradigm shift driven by AI-led growth (AiLG), where buyers move seamlessly between Product-Led, Human-Led, and AI-Led engagement models on their own terms. Jacco van der Kooij argues that product differentiation is eroding and that how customers buy—and how quickly they reach impact—will define competitive advantage. The piece reframes growth around recurring impact rather than selling efficiency, positioning AI not as a sales automation tool but as the engine that removes friction, accelerates clarity, and enables exponential, system-driven growth.

Best For

• CEOs & Founders redefining GTM strategy in an AI-first world

• CROs & CMOs transitioning from seller-led to buyer-led growth models

• Product & PLG leaders designing frictionless buying experiences

• Revenue & GTM strategists architecting AI-Led Growth systems

• Boards & Investors evaluating long-term growth durability and differentiation

Key Takeaways

• Buyers increasingly control how and when they engage—across PLG, HLG, and AiLG

• Differentiation is shifting from product features to buying experience and speed to impact

• People don’t buy value propositions; they buy realized, recurring impact

• Selling becomes optional when impact is obvious and immediate

• AI’s greatest value is removing friction from buying, not optimizing persuasion

• System-driven GTM enables exponential growth; human-driven GTM scales linearly

• Future growth follows a new equation: Impact → Happy Customers → Growth → Funding