Segmenting for Success: A Framework for Driving AI Adoption Across the Commercial Organization

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.