In the early days of AI products, buyers were willing to experiment and take risks. Now they expect clear ROI. That’s changing the way that AI products are taken to market.

Rachel ten Brink, GP and co-founder of Red Bike Capital, breaks down what’s actually working now: founder-led sales, distribution moats, customer adoption, enterprise champions, strategic partnerships, and why the companies that win won’t necessarily have the best models — they’ll have the best go-to-market strategy.