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# AI adoption in sales outpaces customer value creation
- URL: https://adjacent.media/signals/ai-adoption-in-sales-outpaces-customer-value-creation/
- Published: 2026-05-08T16:13:26.000Z
- Updated: 2026-05-08T16:13:26.000Z
- Description: Companies are deploying AI across discovery, decision-making, and engagement workflows faster than they’re designing go-to-market strategies that improve customer outcomes.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, growth, marketing, content strategy

Source: [Featured Blogs - Forrester](https://www.forrester.com/blogs/ai-is-everywhere-in-gtm-customer-value-isnt/?ref=adjacent.media)

Companies are deploying AI across discovery, decision-making, and engagement workflows faster than they're designing go-to-market strategies that improve customer outcomes. Teams optimizing for speed and cost reduction without rethinking the underlying value proposition risk building faster ways to sell products customers don't need, ultimately eroding trust and repeat revenue. Forrester argues the next competitive edge isn't another AI feature but organizations that use these tools to redesign customer journeys rather than automate existing, often broken ones.