How to Use AI to Hyper-Customize Go-To-Market at Scale with SaaStr’s CEO and Chief AI Officer

In this talk from SaaStr AI London 2025 CEO Jason Lemkin and Chief AI Officer Amelia Lerutte discuss the implementation and optimization of AI SDRs within various business contexts.

They focus on key AI agents used for sales processes, data aggregation, and the customization of outbound and inbound messages.

Real-world results, like increased email response rates, are highlighted along with practical steps for setting up and training AI SDRs. They also offer advice on selecting the right vendors, the importance of human oversight, and leveraging AI to improve qualification and customer interactions.

The discussion centers on SaaStr’s real-world implementation of AI agents — particularly AI SDRs (Sales Development Representatives) — to transform go-to-market (GTM) strategies. They emphasize shifting from traditional human-led sales to AI-driven processes that enable hyper-personalization and automation at scale, allowing massive outreach without proportional headcount growth.

Key points and insights from the session include:

• Simplifying AI Sales Agents — They demystify concerns around AI in sales, explaining how AI agents handle outbound/inbound messaging, lead qualification, and follow-ups more efficiently than mid-tier human performers in many cases.
• Hyper-Customization at Scale — A core theme is using AI to create highly tailored emails, messages, and interactions for thousands of prospects simultaneously. This involves aggregating data (e.g., from various sources) to personalize content, leading to better engagement than generic approaches.
• Implementation and Optimization of AI SDRs — Practical steps for setting up, training, and iterating on AI SDRs, including vendor selection, data inputs for better outputs, and the importance of ongoing human oversight (e.g., to maintain quality and brand voice).
• Real-World Results — They share metrics like significantly increased email response rates, automated meeting bookings (e.g., 130+ meetings), and tangible revenue impact (contributing to pipeline and closed-won deals). In context of broader experiments, AI agents helped generate substantial revenue (e.g., portions of event sales) with minimal human involvement.
• Broader GTM Stack and Learnings — Touches on SaaStr’s deployment of 20+ AI agents across marketing and sales (though the talk focuses on SDR aspects), the “copy your best human” framework for training agents, and advice like talking to trusted references/users for validation. They stress starting with foundational roles and iterating based on performance.

Overall, the session is highly tactical and operator-focused, positioning AI not as a replacement for all humans but as a way to scale personalized GTM motions dramatically — unlocking new revenue opportunities while reducing reliance on large sales teams. It’s part of SaaStr’s ongoing series on their AI-first evolution, with related content (e.g., playbooks on 20+ agents) expanding on these ideas in 2026.