Where does value accrue beyond Open AI?
Outrunning Giants: Building in OpenAI’s Shadow
From 2016-2021, a flurry of writing assistants, conversational chatbots, travel booking platforms, and meeting transcription tools popped up on the AI scene, many growing at breakneck paces.
And then along came ChatGPT’s steady rollout of new features: from freemium chatbots and writing tools in 2021 to, the release of Operator for booking in January 2025, and Record mode for meeting transcription in June 2025 — putting real strain on startups trying to compete.
This is a refrain I hear over and over in consumer AI investing: how can you build consumer applications when OpenAI has such a lion’s share of user attention (and data) to build any tool it wants.
When a single company begins to dominate a category, the instinct is to copy or cave. But the correct move is to find the spaces where the behemoth can’t compete. Where its own size might work against it. During Web 2.0, Google was that behemoth, bulldozing everything from Yahoo and MapQuest to AltaVista and AskJeeves. Still, e-commerce and social carved out their own ground beyond Google’s grasp.
Now OpenAI towers in consumer AI with hundreds of millions of weekly users and vast compute at its back. So where might value accrue outside its shadow?
The Gravity of the Giant
OpenAI’s ChatGPT has become a default destination for anyone exploring what consumer AI can do. Its freemium launch hit 1 million users in days and reached a record breaking 100 million MAUs in just two months.
What’s even more remarkable is the retention: over 80% of active users return regularly, and paid subscribers show retention north of 70% after six months.
That level of attention fuels personalization: the more you use it, the more it learns your patterns, preferences, and shortcuts. It’s human nature to stick with what feels familiar, but the ever-improving feedback loop of AI only magnifies that tendency. Consumer apps face both OpenAI’s head start and this natural stickiness. But just as Google could not put up a fight against Amazon and Facebook, there are areas where startups have the edge. Here are the three that I’m paying close attention to:
1. Vertical Trust and Domain Expertise
General-purpose chatbots struggle with high-stakes, regulated domains. Imagine asking for tax advice or mental health guidance from a generic model: liability concerns and nuanced regulations demand specialized expertise. In personal finance, healthcare, taxes, real estate and other fields built on trust, users need evidence of domain credibility. A startup that embeds clinicians, registered accountants, or licensed advisors into an AI workflow can differentiate.
The model may handle surface-level queries, but the human-vetted pipeline or validated data sources create a barrier OpenAI alone cannot clear without replicating specialized teams. It’s a classic dyanmic, but deep verticals reward focused players more than horizontal giants.
2. Bridging to the Physical World
As powerful as AI is, many high-value consumer experiences still benefit from (or even require) real-world integration. Startups like Doctronic show how AI triage leads to a telehealth session, then perhaps to in-person care. Travel can be reimagined: an AI plans an itinerary, but it also books local experiences, arranges guides, or curates surprise pop-ups — and then follows you there. Real estate might not just match listings and orchestrating visits, but guide you in real time through inspections, paperwork, and move-in services.
These require logistics, partnerships, and on-the-ground networks. The moat isn’t the model; it’s the operational backbone that connects AI suggestions to tangible outcomes. That’s a hard feat for a digital-first (and only) company like OpenAI.
3. Closing the Creativity Gap
A June 2025 study in Nature Human Behaviour investigated brainstorming tasks where participants used tools like ChatGPT versus relying on their own ideation plus web searches. It found that while AI can boost idea quantity, it often reduces variety: many AI-assisted participants produced very similar concepts, suggesting a “creativity gap” in generative models compared to unfettered human thinking. This echoes concerns that AI’s training on large but finite datasets drives convergence toward statistically common patterns, limiting novelty despite fluent output. Enhancing human creativity, mimicking human creativity will be tremendous efforts requiring specialized teams that think creatively themselves, and not just technically.
This isn’t to dismiss LLMs’ value (accelerating first drafts can meaningfully improve the creative process) but genuine creativity demands human curation, oddball connections, and serendipity. Startups that build tools to surface unexpected prompts, aggregate diverse human inputs, or structure hybrid workshops can capture value where vanilla AI falters.
Final Thoughts
It’s easy to feel outgunned by OpenAI’s budget and reach when single new feature release can eclipse months of effort. But success isn’t’ about trying to outscale OpenAI. It’s about finding places where AI is a means to something bigger. Giants excel at horizontal scale, but stumble on deep trust, real-world execution, or genuine novelty. That’s where value will continue to accrue. In the gaps that AI can’t fill.
Checklist for founders:
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Trust gap: Which regulated domain do you know deeply? How will you embed vetted experts and compliance into your workflow?
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Physical integration: What real-world services or partnerships can you build that a digital-first giant would find expensive to replicate?
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Creative differentiation: How will you inject human serendipity or domain-specific inputs before or alongside AI to surface truly novel ideas?
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Operational moat: What processes, partnerships, or data pipelines can you lock in early to defend against copycats?
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User habit loops: How will you create feedback loops (e.g., personalized data, rewards) that cement engagement beyond a generic model’s appeal?