{
  "id": 3479581,
  "title": "7 ways startups can stand out in the AI era",
  "url": "https://urgent.news/2026/08/26/7-ways-startups-can-stand-out-in-the-ai-era",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-26T09:36:56.000Z",
  "source": {
    "name": "EU-Startups",
    "slug": "eu-startups",
    "url": "https://www.eu-startups.com/2026/08/7-ways-startups-can-stand-out-in-the-ai-era/"
  },
  "original_language": "en",
  "account": "In today's AI era, startups face intense competition to differentiate themselves. With the tools available, building a product quickly has become more accessible than ever. However, simply having a polished website, modern interface, and AI-generated visuals is no longer enough to stand out. Founders must now consider questions such as who their target audience is, what problem they are solving, and what sets them apart from the competition. Here are seven steps startups can take to build a more distinctive brand in the AI era:\n\n1. Focus on sharper positioning rather than a lengthy list of features. Instead of presenting a generic development tool with AI capabilities, position the product as the \"AI Code Editor\". This helps customers quickly understand the unique value proposition of the startup.\n2. Develop a point of view to differentiate the brand. Rather than simply stating the benefits of the product, such as \"faster, easier, smarter, and more efficient\", take a specific stance. For example, Granola frames itself as an \"AI notepad\" and emphasizes its ability to work without a meeting bot.\n3. Keep the messaging concise and memorable. Avoid using vague language like \"AI-powered platform for modern teams\" or \"streamlining workflows\". Instead, opt for a specific and conversational tone, such as \"Create apps and websites by chatting with AI\".\n4. Utilize category framing without relying on clichés. While category language helps customers understand the product's relevance, avoid using overly common phrases. Instead, choose a category that accurately reflects the company's transformation and its role in the market.\n5. Establish a recognisable visual system to enhance brand recognition. Instead of merely having a polished website, develop a visual system that carries the shift in brand message. For instance, Calendly's recent rebrand showcases how design elements like the logo, product icons, and interface moments can all contribute to a recognisable brand identity.\n6. Adopt a human tone of voice to make the brand more relatable and memorable. A human tone does not have to be casual or playful; it can be precise, calm, bold, sharp, warm, or slightly irreverent. The key is maintaining consistency in the voice throughout all brand communications.\n7. Connect utility with emotional relevance to create an emotional connection with customers. In B2B, founders often overlook the importance of emotional relevance. By taking a product that may seem serious, such as business insurance, and presenting it in a softer, more approachable manner, startups can make their offerings feel more accessible and trustworthy.",
  "summary": "AI has made it easier than ever to build. A small team can now prototype a product, write landing page copy, generate visuals, launch campaigns, create sales materials, and ship faster than many larger companies could a few years ago. For founders, this is a huge advantage. The distance between idea and execution has become […] The post 7 ways startups can stand out in the AI era appeared first…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}