Generative AI for growth hacking: How startups use generative AI in their growth strategies
研究欧洲和美国初创企业如何利用生成式AI推动产品主导、销售主导和运营效率驱动的增长，通过20个案例访谈总结AI能力框架，帮助管理者制定增长黑客策略。
• GenAI-driven growth hacking powers startup product development, sales and operations. • GenAI drives product-led growth by technical and non-technical content creation. • LLMs streamline sales-led growth in content repurposing and customer personalization. • GenAI tools boost operational efficiency in market entry and customer engagement. This study explores how startups and scaleups in Europe and the US use generative AI in their go-to-market strategies across product-led, sales-led, and operational efficiency-driven growth. Through interviews with 20 cases spanning pre-seed to Series E funding stages, we 1) analyze generative AI’s role in growth strategies, 2) identify large language model use cases for tackling growth challenges such as customer churn, and 3) develop a framework for AI capabilities that guides managers in building, refining, and reflecting on their knowledge of using generative AI for growth hacking. Key findings include the implications of generative AI for technical and non-technical content creation in product-led growth, promotional content creation and repurposing, and customer experience personalization in sales-led growth, and market research, market entry strategies, and customer engagement in operational efficiency-driven growth. Findings empower managers to develop effective generative AI-driven growth hacking strategies while proactively managing unintended organizational, competitive, and societal consequences.