The Next Unicorns Won’t Just Build AI—They’ll Run on It

The Problem: AI is Evolving, but Startups Are Missing a Trick

AI is evolving at an astonishing pace. The tools available today weren’t even possible 6 months ago—let alone four years ago. If I’d had access to today’s AI capabilities when I was running my last startup, Zegami, a visual data exploration company, the business would have taken a completely different direction. The way we handled data, built our product, and engaged customers would have been transformed.

And that’s the reality every founder faces right now. AI is lowering barriers to innovation, enabling startups to build faster, smarter, and cheaper than ever before.

But are we missing a trick?

Right now, AI is treated as just another product feature—a way to enhance what companies sell to customers. Yet, many startups aren’t using AI internally to scale and operate more efficiently. They’re running their businesses in the same way they did twenty years ago, relying on manual processes, inefficient workflows, and old-school decision-making.

The Opportunity: Startups That Embed AI Internally Will Win

The next generation of unicorns won’t just be the ones selling AI-powered products—they’ll be the ones that run on AI.

Startups face a brutal reality: they must scale fast while keeping costs low. Hiring more people to fix inefficiencies isn’t sustainable. Neither is sticking with outdated processes while expecting exponential growth.

The companies that integrate AI into their internal sales, marketing, operations, finance, and HR functions will outpace their competition. They’ll be more agile, leaner, and faster-moving than startups that ignore this shift.

The Solution: AI in Business Operations

There’s no excuse for running a startup like it’s 2015. AI tools exist today that can completely streamline how businesses operate:

Sales & Marketing

Instead of manually managing leads and follow-ups, AI-driven CRM tools like HubSpot and Salesforce Einstein score prospects, automate outreach, and optimise messaging in real-time. AI-powered marketing platforms can personalise campaigns at scale, ensuring the right message reaches the right customer at the perfect moment.

Operations & Delivery

Repetitive admin work is a thing of the past. AI-powered workflow automation tools like Microsoft Power Automate eliminate manual processes, while AI-enhanced project management tools predict bottlenecks and optimise workflows before they slow teams down.

Customer Support

AI-driven customer service platforms don’t just answer questions faster—they anticipate needs, reduce churn, and personalise support. AI-powered feedback tools can analyse sentiment, flag issues, and provide insights that help businesses improve service in real time.

HR & Hiring

Recruitment is no longer just about reviewing CVs. AI-powered hiring tools can shortlist candidates based on skills and performance data, while sentiment analysis platforms track employee morale, helping companies address retention risks before they become a problem.

Finance & Risk Management

Financial forecasting tools powered by AI make cash flow predictions far more accurate. Fraud detection systems identify risks before they happen, and AI-driven expense management automates approvals, tracking spending without human oversight.

Some investors are even using AI to do analysis on startups, but shhhh they won't admit to it.

The Process: Start with Understanding, Not Just Technology

Startups that truly benefit from AI don’t start with the tech—they start with process mapping.

Throwing AI at a broken system won’t fix it. Before investing in tools, founders need to:

1. Map out their workflows – Identify where time and money are being wasted.
2. Pinpoint automation opportunities – Focus on repetitive, high-friction tasks.
3. Choose the right AI tools – Invest in solutions that integrate seamlessly.
4. Test, refine, and scale – Start small, measure impact, and expand AI adoption gradually.

The best AI-driven startups are the ones that systematically weave AI into their operations, rather than blindly adopting tech without clear objectives.

The New Role: The Rise of the Internal AI Operations Champion

As AI becomes fundamental to business operations, a new role is emerging—the Internal AI Operations Champion.

This isn’t just an IT role. It’s a cross-functional leadership position focused on embedding AI into everyday workflows and decision-making across the company. Think of it as a hybrid of automation strategist, AI architect, and business process optimiser.

The AI Operations Champion is responsible for:

• Identifying inefficiencies across departments and assessing where AI can provide the biggest impact.
• Testing, deploying, and integrating AI tools into daily business functions.
• Ensuring AI solutions are actively used rather than sitting idle.
• Upskilling teams on AI adoption and removing friction in implementation.
• Tracking ROI on AI adoption and continuously optimising automation strategies.

Without someone actively driving AI integration, many startups will fail to unlock its full potential. Just as the Chief Digital Officer role emerged as companies shifted online, AI Operations Champions will become essential for startups serious about leveraging AI.

The Future: Startups That Run on AI Will Outperform the Rest

The AI revolution isn’t just about the technology you sell—it’s about the technology you use. The best startups of the next decade won’t just be AI-driven in their products—they’ll be AI-driven in their operations. Founders who embrace AI internally will outgrow, outcompete, and outlast those who don’t.

The real question is: Will your startup be one of them?