Gamma’s Kristin Fracchia sees the end of the full-stack generalist marketer

Marketers now have to sell to two audiences, and one of them is not human, Gamma’s Kristin Fracchia told TNW. AI is more and more an intermediary in the buying process, she said.

“For all of human history, marketers have marketed to other humans, which means appealing to human psychology. Now you have a second buyer in the process that’s not human for the first time ever.” Kristin Fracchia, Gamma

Fracchia leads growth and marketing at Gamma, which makes AI presentations, documents and sites. She spoke to Cristian Dina for the TNW Podcast at HumanX in Amsterdam on 24 September. Earlier episodes featured Avani Prabhakar of Atlassian, Job van der Voort of Remote, and Jennifer Burns of Bright Data. The full conversation is in the video below.

Marketing and growth jobs will not necessarily be safer in the AI era, Fracchia said, but they will look different. Different people will thrive in them than in the past.

“I think we are at the end of this era of the full stack generalist marketer right now because you have two audiences now.” Kristin Fracchia, Gamma

Gamma has well over 100 million users, and 80% of them are outside the United States, Fracchia said. Presentations are by far the main use, though people also make documents, social media posts and sites.

The company was founded in 2020 by a small group looking for a better way than PowerPoint. Its breakout came in 2023, when it relaunched as an AI-first product. Gamma raised money at a $2.1bn valuation in November 2025. It now has more than 100 staff, Fracchia said, and her marketing team is about 10 people.

Gamma keeps a generous free plan on purpose, Fracchia said. People share what they make, and others ask how they made it. Free presentations also carry a “Made with Gamma” tag. That is the core viral loop.

Gamma also works with more than 500 creators a month who post about it, so it stays visible on social channels. Most users are still prosumers. Business and enterprise plans launched about a year ago, and that side is growing fast, she said.

Gamma is launching Gamma 5, which Fracchia said is rebuilt on the back end. Users underrate how fast AI tools improve, she said, because the models and the products get better at the same time.

“That has always been one of the most painful things to me when someone says, Oh, I tried Gamma a year ago and it didn’t really work for me.” Kristin Fracchia, Gamma

So one of her main measures for each launch is how many lapsed users come back and try Gamma again. She expects people to have little patience for AI that does not get things right the first time.

Users create around 30 million gammas a month, Fracchia said. Gamma’s Creation Index report draws on that data. Last year, more people simply asked the agent to create something new. Now they bring in their own material, context and data, which she said mirrors wider AI adoption.

Startups can still compete with Google and Microsoft by staying close to customers, she said, because what people expect from AI changes monthly or even weekly. In just over 10 years in tech, she said, she cannot remember a time that felt this competitive.

Fracchia joined Gamma at the start of 2025. She had made a list of Series A and Series B AI startups, put Gamma at the top, and sent a cold email to CEO Grant Lee. Her advice to anyone doing the same is to write it yourself.

“I think the number one rule right now is like, please don’t just write it with AI. It’s very easy to tell.” Kristin Fracchia, Gamma