The pressure to adopt AI drives go-to-market teams to hastily procure tools in isolated silos, leaving them with fragmented capabilities and limited visibility into AI’s impact. Without a strategic foundation, teams struggle to demonstrate value and scale AI with confidence. To unlock meaningful business outcomes and support customer needs, teams must deploy AI with intention. This report introduces Forrester’s AI Deployment Model For Go-To-Market Functions to help go-to-market and revenue operations leaders provide strategic direction; align teams; progress toward desired outcomes; and ensure AI drives measurable, scalable impact.