How a Chinese AI model is rewriting the rules—and what your business must learn from it

By Gonzalo Soares , CEO at The Pineapple Corp.

Let me ask you something. Think about something in your industry that seemed impossible five years ago. Now look around. It’s probably a reality—or if not, someone is working on it while you read this. Change isn’t coming—it’s already here.

That’s exactly the kind of shift we’ve just witnessed in the world of artificial intelligence. A Chinese startup called DeepSeek AI has sent shockwaves through the tech world. Even if you don’t follow the Nasdaq or care much about AI, what this company has done has implications that go far beyond technology.

DeepSeek has developed an AI model, DeepSeek-R1, that’s outperforming heavyweights like OpenAI , 谷歌 , and Meta . But here’s the kicker: they didn’t need billions of dollars or massive infrastructure to do it. They pulled it off with a fraction of the budget.

But this isn’t just about DeepSeek. This is about you. The question isn’t what this Chinese company is doing—it’s what you can learn from how they’re doing it.

If you think resources are everything, you’re wrong

Let’s get straight to the point. How many times have you heard, or said, something like this?

• “We can’t compete with [insert big competitor]; they’ve got bigger budgets.”
• “That project sounds great, but we need more staff before we can even think about it.”
• “Let’s wait until we have the right tools before we try this.”

Let me be blunt: that’s not true. You don’t need what you think you need. What you really need is what DeepSeek has: creativity, focus, and the guts to make bold decisions.

This startup developed DeepSeek-R1, an AI model capable of taking on the world’s best in complex tasks. Here’s the twist: they did it with a $6 million budget. A lot of money? Sure. But when Meta spent $60 million training their LLaMA model, it’s a bargain.

So, what did they do differently? They didn’t follow the traditional path. They focused on efficiency: using an architecture that activates only the parts of the model needed for each task, instead of running the whole system every time. The result? Lower costs, bigger impact.

Now ask yourself:

• How much are you spending on processes that could be streamlined?
• What would you do differently if you weren’t following the “industry standard”?

It’s not about size; it’s about strategy

Let me share something the market learned the hard way. Within 24 hours of DeepSeek’s launch, Nvidia’s shares dropped by 17%. ASML lost 9%, and ARM fell by 10%. The world’s biggest tech companies lost almost $1 trillion in market value because a lean, scrappy startup shook their foundations.

Why? Because these giants thought they were untouchable. They got comfortable. And while they rested on their dominance, DeepSeek innovated.

Here’s the uncomfortable question: Is your business too comfortable? Because if it is, I’ve got bad news: while you’re protecting the status quo, someone out there is building a faster, cheaper, better version of what you do. And when they launch, they won’t warn you.

Constraints are a gift (even if they don’t feel like it)

Let’s talk about the elephant in the room. How on earth did DeepSeek achieve this in the face of US restrictions on advanced chips and technology exports to China? Simple. They turned constraints into opportunities.

While the big players kept throwing money at expensive resources, DeepSeek optimized the ones they already had. The result? A model just as powerful, but far more efficient.

Now think about this:

• What are the biggest constraints you’re facing right now?
• How could you turn them into a competitive advantage?

Here’s the thing: when everyone in your industry is fighting over the same resources, the real winner is the one who finds an alternative path.

Are you democratizing your business or building an ivory tower?

Here’s another reason DeepSeek matters. Their model isn’t just powerful—it’s accessible. That means it won’t stay locked away in research labs or limited to a handful of elite companies. They’re putting it in the hands of more organizations, opening up opportunities for new applications.

And now, the tough question: Is your business becoming more accessible or more exclusive?

• Are your products or services designed to reach more people, or are they limited to a select few?
• Are you making it easier for customers to work with you—or harder?

Democratization isn’t just good for your customers. It’s good for business. More accessibility = more market. And more market means more room to grow and lead.

Ethics and impact: the foundation of the future

Let me remind you of something you already know: technology is worthless without values. And while DeepSeek’s success is groundbreaking, it also raises big questions:

• How will they ensure their technology is used responsibly?
• What impact will it have on jobs and data privacy?

This isn’t a side note. As a leader, you need to think about this too. Because as your business grows and adopts new technologies, people will be watching.

Ethics aren’t optional anymore. They’re non-negotiable. And the companies that don’t get this will get left behind.

What will you do next?

We’ve talked about DeepSeek. Their success, their strategies, and the lessons you can learn from them. Now it’s your move. Because artificial intelligence, innovation, and disruption aren’t just buzzwords. They’re reality. And if you’re not ready, they’ll leave you behind.

Will you keep doing things the way you always have? Or will you use this moment to challenge the norms, innovate, and lead?

The future doesn’t belong to those who adapt. It belongs to those who lead.

And today, more than ever, it’s time to lead.