AI was supposed kill my company but we're thriving - here's why

The release of ChatGPT in 2022 was a transformative moment, revolutionizing how emails were drafted and complex documents checked. However, for companies like Jacquard whose livelihood depended on providing similar services, the year was challenging. Founded in 2015, Jacquard developed a platform using natural language generation to create better email subject lines.

Investors were initially skeptical, but this changed with the launch of ChatGPT, which made AI-powered language generation accessible to millions for free. This led to a gold rush, with hundreds of startups emerging, many founded by people without prior experience in marketing or natural language processing. Despite the challenges, Jacquard survived due to four key factors: AI fatigue, proprietary data, evolving user base, and an outcome-focused approach.

AI fatigue set in as everyone rushed to create and market GPT-wrappers, resulting in mediocre copy and off-brand tone. Jacquard's solution of maintaining a distinct brand voice became more valuable because the generic offerings in the market worsened the problem. Their proprietary data, accumulated over a decade from real enterprise campaigns, provided a competitive edge, allowing them to train a prediction engine and back up their promises of improved engagement.

The user base evolved, with clients no longer needing education about AI but focusing on what made Jacquard's AI different from the rest. The platform was built around the solution, not the novelty of AI, ensuring they had a solid foundation to build upon. Ultimately, the brands that thrived weren't those who adopted AI the fastest but those who were clear about their message and had the infrastructure to deliver it consistently.