Presented by:
-
Nicole Ventrone, Partner, Beghou
-
Brett Ramos, Artificial Intelligence and Commercial Strategy Expert, Ex-Acadia, Ex-ZS
Overview:
At PMSA 2026, this session was focused at why most AI pilots stall. It introduced GEARS, a five-segment behavioral framework for reading how a commercial team responds to AI:
- Governer: Compliance focused and risk-averse
- Enthusiast: Narrow experience and high interest
- Anxious-skeptic: Concerned about job displacement
- ROI-er: Needs evidence and looking for value
- Swamped: Already juggling too many priorities
The session mapped out where organizations currently stand on AI maturity and then walks through a specific approach for working with each of the five types.