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Artificial activity

AI use across go-to-market teams has exploded, and most companies have more activity to show for it than growth.

SBI calls this artificial activity: AI-generated motion that grows faster than the organization can absorb it. Boards have lost patience with AI pilots, and the 2027 plan is where CEOs, CFOs, and CROs have to answer for the gap.

The report shows why AI tools bought one function at a time deliver speed every competitor can copy, and why the advantage goes to companies whose AI sees the whole customer. It then works through the three questions boards will press in planning: where AI creates operating leverage, what that leverage is worth, and what will make next year different. The answers are AI chains that carry work from signal to action to proof, a look at which teams get smaller and which roles become more valuable, and a growth office that gives the effort one owner and turns plan assumptions into running changes. 

October 13, 2026 2 min read
Artificial activity

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