AI Age: Distribution is All You Need!

In the rapidly evolving landscape of Artificial Intelligence, we are witnessing a shift. With Vibe Coding, software can be developed in days or even hours. Technical development is no longer the bottleneck; reaching customers has become the most critical link. While model capabilities still matter, a new reality is setting in: intelligence is becoming a commodity.

The Commoditization of Intelligence

With the release of powerful open-weights models and the API-fication of frontier models from OpenAI, Anthropic, and Google, access to state-of-the-art intelligence is now available to almost any developer.

Models are converging: The gap between the “best” model and the “second best” is narrowing.
Open source is catching up: Some models are providing incredible performance for free (self-hosted) or at very low cost.
Development is instant: With Vibe Coding, technical implementation is no longer the bottleneck.

Why Distribution is the New Moat

If everyone has access to the same intelligence, how do you win? The answer lies in distribution.

“First time founders are obsessed with product. Second time founders are obsessed with distribution.” — Justin Kan

This adage hits harder today than ever. In the world of Vibe Coding, ‘product’ is no longer the scarce resource—anyone can build a competent app in a weekend. The real validation isn’t “can you build it?” but “can you get anyone to care?“

1. Embedded Workflows vs. New Destinations

Users rarely want to go to a new website to use AI. They want AI to be where they already work. The companies that own the user’s workflow have a massive advantage over standalone AI tools.

2. Trust and Brand

In an age of AI-generated slime and hallucinations, users will gravitate towards brands they trust. Existing relationships with customers are invaluable assets that new AI startups often lack.

3. Data Loops

Distribution leads to usage, usage leads to data, and data leads to better products. This flywheel is harder to spin up if you don’t have an initial user base (distribution) to start with.

Conclusion: The “Wrapper” Defense

We often hear the critique that a startup is “just a wrapper” around AI models. But if that wrapper has:

Deep integration into a specific workflow
A loyal user base
Proprietary data context

Then that “wrapper” has a defensible business. The technology is the enabler, but the distribution is the business.

Think Big, Step Small, Do Smart

In this era where technical barriers are vanishing, the methodology for builders must evolve:

Think Big: Look beyond the “wrapper”. How can AI fundamentally reimagine a workflow or an industry? The opportunity is vast, so aim for high-impact problems. Don’t just build “ChatGPT for X.” Ask: what existing workflow has 10M+ users but terrible UX? That’s your distribution target.
Step Small: Vibe Coding allows us to move at the speed of thought. Build micro-products, test hypotheses rapidly, and validate distribution channels before committing heavy resources.
Do Smart: Leverage leverage. Don’t fight for attention in crowded spaces—integrate into existing ecosystems. Let distribution guide your product decisions, not the other way around.

Action item: Before writing another line of code, answer this: “Where are my first 100 users already spending 8 hours a day?” Build there.

I’m exploring this thesis with real startups. What distribution channels are you building? DM me on Twitter - I’d love to hear your story.