#32 How AI Is Reshaping Growth and Go-To-Market with Michael Heiberg

AI isn't just changing products - it's changing how companies build, grow, and compete. In this episode of Frenemies, Julia sits down with Michael Heiberg, CEO of Ocean.io, to explore how AI is fundamentally reshaping product development, go-to-market strategy, and company growth.From AI-driven productivity gains in engineering to the shift toward LLMs as the new user interface, Michael shares how Ocean is navigating rapid innovation and what it takes to stay ahead in a market that’s evolving faster than ever. A pattern that often comes up when working with B2B teams: companies focus heavily on building and shipping, but far fewer rethink how their product, pricing, and GTM model need to evolve alongside AI.We dive into: Why AI is shifting SaaS from UI-driven products to infrastructure and APIsThe move from seat-based to consumption-based pricingWhat it really takes to expand into the US marketHow to build brand and demand through LinkedIn and PLGThe tension between speed, innovation, and sustainable company growthFollow Michael Heiberg on LinkedInCheck out ocean.io