Remember when every app announced its "cloud-powered" features?
You don't. Because the cloud became infrastructure. The competitive advantage disappeared the moment everyone had it.
AI is following the same path. Right now, companies are overpromising what it can do. They're adding "AI-powered" to pricing tiers. They're making it the story.
But here's the thing about good taste: it's knowing what people want just before they realize they want it. And what people want isn't AI. They want the result AI enables. They want autocomplete in their IDE that doesn't announce itself. They want electricity that just works.
The brands that survive this transition won't be the ones shouting about their AI features. They'll be the ones who kept a simpler promise: this works, and it works for you.
Your distribution strategy shapes everything. When AI was scarce, you could build a moat around access to it. When it's everywhere, your moat is something else. Maybe it's taste. Maybe it's trust. Maybe it's knowing which problems to solve.
Not every wave is worth catching. Some companies are rushing to ship AI features because everyone else is. They're compromising on the wave. They're adding AI because they think they should, not because it makes the product better.
The right wave comes when the technology stops being the story. When it's just infrastructure. When you can focus on what actually matters.
What will you promise when AI stops being special?