Summary of Key Points
This article reviews the key changes in global AI product growth from 2023 to 2026: The logic of growth has shifted from "seeking channel dividends" to "building a systematic approach." In the past, AI products could attract customers with their impressive features (such as AI-powered PPTs and digital avatars), but now users are more concerned about whether the product is practical and worth the cost after seeing a demo. Growth is no longer about trying various channels in combination; it requires building a comprehensive system that includes natural product distribution, integration of content into AI responses, and automated sales processes. It is also emphasized that Product-Market Fit (PMF) is the "1," while the Marketing-Tech-Marketing (GTM) strategy is just the "0" that follows—without a product that accurately addresses user pain points, even the most sophisticated growth tactics will be ineffective.
1. A Major Shift in Growth Logic: From “Channel Tactics” to “Systematic Approaches”
In the past, AI teams approached growth like choosing the cheapest options (such as SEO, Product Hunt, or KOLs) based on traffic and cost. However, the situation has changed: Demos may be impressive, and users may express interest, but they still don’t make a purchase because they consider budget approval, data security, and purchasing processes. Today’s growth strategy is more like building an operating system:
- Natural Product Distribution: The product should be designed to spread automatically (for example, Gamma’s Deck has a watermark that promotes it when shared).
- Integration of Content into AI Responses: Content should be integrated so that it appears in AI-generated answers.
- Automated Sales Processes: Use AI agents to handle lead reviews manually.
- Mitigation of Purchase Risks: Help customers overcome barriers such as IT and legal considerations.
In other words, growth is no longer about achieving a single breakthrough; it’s about coordinating all aspects of the product’s lifecycle.
2. SEO Evolves into GEO: The Focus Is No Longer on “Ranking” but on Being “Noted by AI”
SEO used to aim for the top spot in Google search results, but now AI-powered search engines (like ChatGPT and Gemini) provide direct answers, eliminating the need for users to click links. The new approach is called Generative Engine Optimization (GEO)—the goal is to have your brand and product appear in AI-generated content.
- Transform Keywords into Questions: Turn keywords into questions that directly address user needs (for example, if users search for “CRM recommendations for small teams,” your content should answer that question).
- Be a Source of Authentic Information: Make your website a trusted source of facts (AI will prefer to cite authoritative content).
- Value Community Reviews: User feedback on platforms like Reddit and Quora is considered more credible by AI.
For example, Profound raised $155 million to help companies like Target and Figma appear in AI-generated content.
3. The Growth Model Has Changed: From a “Funnel” to a “Cycle”—Compound Interest Is the Key
The traditional growth model (AARRR—Acquire, Activate, Retain, Revenue, Refer) is linear: more traffic leads to growth, and stopping investment results in stagnation. The new approach focuses on a cycle where using the product itself drives further adoption:
- Gamma’s Watermark: Users sharing Gamma’s Deck with a watermark piques interest in the tool, creating a spread effect.
- Vercel’s Developer Ecosystem: Developers use Vercel to deploy projects, which promotes the platform.
- Miro’s Pricing Strategy: Initially, Miro charged by seat, limiting user referrals; later, it changed to a per-project fee, making it more cost-effective for larger teams.
The essence of this cycle is compound interest—slow at first, but it becomes increasingly efficient over time.
4. KOL Strategies Have Evolved: From “Buying Exposure” to “Buying Content Productivity”
In the past, KOLs were chosen based on their fan base size; now, the focus is on the effectiveness of their content. A niche account with 50,000 followers (e.g., a fitness blogger) can be more useful than a general technology account with 2 million followers because it targets the right audience more accurately.
The key is to make the product itself part of the content:
- HeyGen’s Digital Avatars: Users see the work of a “famous translator” and learn about the tool at the same time.
- Cal AI’s Fitness Recognition: KOLs use the platform to create videos that demonstrate its features, encouraging users to try it.
It’s also important to avoid creating a large gap between the product’s capabilities and user expectations; the tools should not be too different from what ordinary users expect, or users may become disappointed and lose trust.
In summary, KOLs are not just a temporary resource but an asset that can generate continuous content.
5. The Essence of GTM: PMF Is the Foundation, and GTM Builds on It
All growth efforts must be based on Product-Market Fit (PMF). Without a product that resonates with users, even the best GTM strategies are ineffective. To verify PMF, answer these three questions:
- Who Has the Biggest Pain Points? For example, Jobright targeted international students looking for jobs in the U.S., addressing their specific challenges (visa concerns and job search difficulties) without much budget.
- What Does the Product Replace? Clay’s initial unclear positioning was corrected after 25 revisions of its website; it became a platform for managing marketing campaigns, attracting willing users at a higher price.
- In Which Contexts Does the Product Work? Gamma started with a specific use case (AI demo decks) before expanding to other areas.
Only by identifying the right PMF can GTM strategies (such as SEO and KOLs) be effective. Otherwise, all growth efforts will be wasted.
In Conclusion
The core of AI product growth is to first find a small group of users who are willing to pay regularly and recommend the product actively, and then use systematic approaches to scale that success. This is the fundamental skill for overcoming market challenges.