AI is rapidly commoditizing our core service offerings, making it easy for clients to generate basic versions of what we sell for free. How do we adjust our V/TO® and marketing strategy to remain highly differentiated in this new market?

Question

Tyler Smith · Accepted Answer

If you compete with machines on tasks they can do cheaper, faster, and for free, you will lose. The solution is to adjust your competitive strategy to become an indispensable complement to these cheap, abundant AI tools.

Look at your V/TO® and identify what AI cannot do. AI can generate data, drafts, and initial models in seconds. But it cannot provide deep human context, strategic judgment, or accountability.

Your new marketing and product strategy should focus on guiding your clients on how to interpret and execute the outputs that AI generates. Reposition your core offering. Instead of selling the execution of basic tasks, sell the orchestration, strategy, and risk management of the final output.

Prioritize use cases for AI within your own business that automate your internal execution, lowering your cost of delivery. This allows you to offer more value at a competitive price while maintaining healthy margins.

By positioning your company as the expert partner that guides clients through their AI-generated noise, you shift from being a commoditized vendor to an essential strategic advisor. Update your 3-Year Picture™ to reflect this high-value, tech-augmented positioning.