Name: Ariel Hitron | AI for Go-to-Market Summit San Francisco
Start: 2026-09-22T07:00:00.000Z
End: 2026-09-23T07:00:00.000Z
Location: Hyatt Regency San Francisco Airport

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Ariel

Hitron

Co-Founder and CEO

Second Nature

Ariel Hitron is the Co-Founder and CEO of Second Nature, an AI platform helping enterprise sales teams improve performance through AI-powered coaching, role play, and real-world sales insights. Drawing on more than 20 years of experience across product, sales, and go-to-market leadership, Ariel has built and led global sales teams, developed sales methodologies and training programs, and brought software products used by millions of people to market. At Second Nature, Ariel is focused on how AI can transform sales enablement from periodic training into continuous, personalized coaching - helping organizations systematically improve the conversations that drive revenue.

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22 September 2026 11:30 - 12:00

We built the #1 AI roleplay platform. Then we had to confess three things

In 2019, we were the first to build AI roleplay and build a company around it. We were right about the opportunity, and today it’s an established category. But when you help invent a category, you also make plenty of mistakes along the way. We’ve learned a lot about what it actually takes to roll out AI successfully across an organization, what worked five years ago but no longer works today, and where we believe the market is heading next. This talk is the story of those lessons - what we got right, what we had to rethink, and where we believe the market goes from here.