When the Well Dries Up, Only Brands Remain: The AI Companies Getting Positioning Right
If you drive on Highway 101 from San Jose to San Francisco, it’s one AI startup’s billboard after another:
“The world’s most boring AI company.”
“Stop firing humans.”
"Too much B2B SAAS"
They all seem to be targeting the enterprise, but beyond that, the messaging is largely the same. And eventually, as one VC friend recently said to me, “There’s going to be a reckoning.” Funding will become scarcer, investors will focus on profits, and many companies won’t survive.
Our prediction? It’s the ones who have invested in building truly differentiated brands from the beginning that will survive.
We took a look at some companies that, while still early-stage, are doing a good job of making it clear what part of the market they own and why anyone should care:
Cohere: The tagline “Where powerful AI meets practical business solutions,” tells us exactly who this product is targeting—and it isn’t vibe coders. “Putting AI to work” communicates that they’re not even for everyone in the enterprise. Clear, crisp language and no attention to features and benefits on the site add to the brand’s definition.
Harvey AI Like Cohere, Harvey doesn’t lead with features/benefits. The focus is why they matter to users: “Advance your expertise on a secure platform that lets you focus on high-value work.” The clear purpose comes through. And this customer testimonial fits the implied positioning—be indispensable to the team—perfectly: “If we took Harvey away from our staff, there’d be a riot.”
Genlogs: Genlog makes sensors for semi trucks, calling themselves a Truck Intelligence Platform. But what resonates more is the message on their website: “We know where the trucks are.” Their positioning is about what they do: make it easier to manage a fleet.
Who else should we praise? Add your picks in the comments
