Day 20: Distributing in the Age of AI

New tools, same people — just a lot faster.

Hi everyone, today I want to talk about AI and distribution, and honestly, it’s such an interesting topic right now.

When you think about it, not that much has really changed at the core. What’s changed is the speed of everything. Things are just moving faster and that’s normal. But what’s really fascinating is how AI is reshaping the channels of distribution.

Think about it: ChatGPT is now a channel. Sora, Claude, Perplexity, these AI tools have become new kinds of distribution platforms. You can plug into them, and they distribute your product to their users, and at the same time, your product helps distribute them. It’s a two-way exchange of visibility.

But it’s not just the channels that are changing; it’s also the mode of usage. Before, people had to go through your app, your website, your interface; you had to pull them into your environment.

Now, someone can use your product without ever leaving a chat window. With a single prompt or a few words, they can experience your tool right inside an AI platform. That’s a huge shift because it means distribution now flows through usage itself. The experience and the entry point have become one.

And that’s where experience becomes critical. I talked about product experience in one of the earlier days, and it matters even more now. People’s expectations have changed because of AI. What used to be considered “good enough” now feels outdated. The bar has moved. People expect smoother, faster, more intuitive experiences, and that’s also what earns their respect.

So yes, the tools are changing. The channels are changing. The modes of usage are changing. But it still all revolves around people, how they discover, how they experience, and how they share.

That means you have to double down on experience, move fast, and build foresight. You’ve got to bet on where attention is heading. Look at where people are spending time, think about how they’ll reach you from there, and make it effortless for them to do so.

Because in this new wave of AI-driven distribution, reach alone isn’t enough; accessibility and experience are what drive growth.

That’s what to think about.

Thank you, see you tomorrow.