The AI positioning problem for B2B marketers
10 approaches analyzed, 904 examples collected, what stands out
The original version of this article is on my personal newsletter at here (adamgtm.com)
Since every B2B company now leads with “AI”, things increasingly look the same to buyers.
It’s a tough job for marketers.
We’ve got to avoid falling into the sea of sameness.
I collected 904 AI product positioning examples and homepage screenshots to help. Find role models, find gaps, scan it like a buyer.
Explore the full gallery here.
If you find any stand-outs, let me know in the comments here.
Here are my takeaways (and favorite examples) from analyzing the whole set...
Common Patterns
Generally speaking, I see 10 positioning approaches. Here’s what they mean and how they breakdown amongst AI-Native companies.
“AI for [X]” is the default. I saw that in 37% of AI-native companies and a whopping 67% of AI-integrated SaaS companies.
The agentic wave (26%) has three flavors worth noting:
“Agentic [Category]” — 37 companies staple “agentic” onto their category. Agentic CRM. Agentic lakehouse. Agentic procurement. This is “AI for [X]” with a trendier word.
“Meet your AI [Role]” — Bolder. 11x says “Digital workers, Human results.” Lindy says “Meet your first AI employee.” These companies sell teammates, not tools.
Agent Platform — Positioning as the platform for building agents. Writer, Forethought.
What Stands Out
My role models. The homepages that stopped my scroll all had clarity and confidence.
Lovable — “Build something Lovable.” Your company name IS the call to action. Perfect for the Vibe Coding vibes.
Fal.ai — “Generative media platform for developers. Built with fal, loved by all.” They tell you what it is and who it’s for in one line, no “AI” in h1.
Clay — “Go to market with unique data — and the ability to act on it.” Doesn’t lead with AI. Leads with the outcome. The AI is how, not what.
Databricks ($19B) — “AI agents trained on your business data.” The biggest pivot in the dataset. THE data lakehouse company, now leads w AI agents. A masterclass in repositioning at scale. CIOs know “your business data” = context = King.
Typeform — “Build forms at the drop of a prompt.” Implies AI without saying it. In 2022 it was “There’s a better way to ask.” They’re still great at six-word headlines.
Harvey ($1B+) — “Practice Made Perfect.” Three words. No mention of AI. Lawyers speak. This is a $1B+ AI company that knows their audience.
Intercom — “Intercom is the AI customer service company.” Not “offers AI.” Not “uses AI.” They ARE the AI company. Driving a identify shift with Fin (and their numbers back it up).
Domino Data Lab — “AI outcomes, not AI hype.” The anti-hype positioning. Calling out the noise directly.
Sierra — “Better customer experiences. Built on Sierra.” No AI in the headline. Confidence. The product is the platform, not the buzzword.
1mind — “We are Super Humans building Superhumans.” The most aggressive human-replacement framing I found. You won’t forget it.
Descript — “AI editing for every kind of video.” Crystal clear, opens the imagination for a horizontal product.
What to Avoid
I won’t name names. But you’ll spot these patterns fast in the gallery:
100% buzzword headlines — “The AI Super Cloud” or “AI Platform for Agentic Intelligence.” When every word is a buzzword, none of them land.
“Agentic” as wallpaper — 37 companies staple “agentic” onto their existing category. It’s becoming the “cloud-based” of 2026.
Superintelligence for everything — When “revenue superintelligence” coexists with actual AGI research labs using the same word, the term is already diluting.
The committee headline — Safe, forgettable, could belong to any of 50 competitors. “AI-powered platform for X” describes countless plays.
The weak homepages try to hedge and cover everything. The strong ones pick a lane.
What’s Next
I’m planning to refresh this gallery monthly — tracking how AI positioning evolves as the market matures. Some things I’m watching:
Does “agentic” follow the same path as “cloud” and “big data,” going from a hot buzzword to commodity label?
Will more AI-native companies drop AI from their headlines entirely, like Harvey and Lovable?
How many AI-integrated SaaS companies break out of the “AI for [X]” default?
If you think a company belongs in the gallery, reply. I’m especially looking for strong examples I’ve missed.