AI GTM Playbook: Matt Dornfeld on Building Commerce's AI Strategy from the Ground Up

Matt Dornfeld is the Head of Global AI Go-to-Market Strategy at Commerce (formerly BigCommerce), where he's architecting the AI GTM organization inside one of the largest open SaaS commerce platforms in the world. In this episode, we get into what it actually takes to build an AI-powered go-to-market engine from the ground up — the architecture, the people challenges, and the frameworks that separate real AI strategy from buzzword bingo.In this conversation, we cover:What "agentic commerce" actually means and why product discovery starts with a prompt, not a homepageThe centralized data architecture that makes 1+1=10 with AIMatt's build vs buy framework for enterprise AI decisionsForward deployed engineers — why they beat traditional consultantsThe rebrand from BigCommerce to Commerce and the category strategy behind itChange management and the people challenge of AI adoption inside a 500+ person orgThe "agentic seller" concept for AI-powered account managementMatt's 3 actionable recommendations for business leaders: data, budget, and the right partnersIf you're a business leader trying to figure out where AI fits in your go-to-market strategy, this is the clearest framework I've heard. Matt doesn't just talk about AI, he's building the organization that makes it work.