Lindsay Kaplan, former Chief Brand Officer at Chief and now venture partner at Bullish, a consumer-focused venture capital fund, is sharing her insights on how AI startups can successfully market themselves to consumers. Kaplan, who has extensive experience as a marketing executive, founder, and investor, exclusively told Business Insider that she’s pivoting her career to coach startup founders on building culture-driving brands.
Kaplan emphasizes that startups need more than just funding to succeed—they need attention and the ability to build community. “You can have as much money as you want to pour into the algorithm and buy ads,” she explained, “but if you don’t have the right founder who’s able to build a community and the attention that you need to build a real product that people want, all of that money is meaningless.”
Bullish, which has invested in consumer hits like Warby Parker, Harry’s, Peloton, and Casper, focuses on early-stage startups from pre-seed to Series A. Kaplan’s investment interests span categories including loneliness, dating, parenting, health, and identity and belonging. While she acknowledges that “AI can be a tool to help those problems,” she’s keenly aware that not all AI products will resonate with real-life consumers.
The key challenge for AI startups, according to Kaplan, is breaking through the noise. She notes that founders often struggle to shift from pitching VCs to communicating value to customers: “What a consumer cares about is what is in it for them. What do we get out of it? Founders are so used to pitching VCs that it’s really hard to switch gears.”
Kaplan advocates for “contrarian” marketing plays in crowded spaces. While many tech companies prominently advertise their AI capabilities, she suggests that the best emerging brands use AI without making it their entire identity. She points to Rocco, a smart fridge brand she angel invested in, as an example: “It’s a smart fridge, but the brand doesn’t lead with ‘AI-powered appliance,’ it leads with design and functionality.”
The creator economy plays a crucial role in Kaplan’s strategy. She believes creators have “rewrote who controls distribution” on social media, shifting the focus from traditional customer acquisition costs to earning authentic distribution through influencers and early adopters who will “carry the story out into the world.”
Key Quotes
You can have as much money as you want to pour into the algorithm and buy ads, but if you don’t have the right founder who’s able to build a community and the attention that you need to build a real product that people want, all of that money is meaningless.
Lindsay Kaplan, new venture partner at Bullish, emphasizes that funding alone doesn’t guarantee startup success. This quote highlights the importance of community building and authentic attention over simply buying advertising, particularly relevant for AI startups trying to connect with consumers.
The best brands emerging are using AI, they’re not necessarily making their startup fully based in AI.
Kaplan explains the contrarian marketing approach she recommends for AI startups. This insight reveals a key trend where successful AI companies are de-emphasizing their AI technology in favor of highlighting user benefits and design.
It’s a smart fridge, but the brand doesn’t lead with ‘AI-powered appliance,’ it leads with design and functionality. The AI makes the product better without becoming its identity.
Kaplan describes Rocco, a smart fridge brand she invested in, as an example of effective AI product marketing. This quote illustrates how AI can be a feature rather than the entire brand identity, helping products stand out in commoditized categories.
Distribution is no longer something you can buy. You have to earn it.
Kaplan explains how the creator economy has fundamentally changed startup marketing. This statement emphasizes the shift from traditional paid advertising to authentic community building and influencer partnerships, particularly important for AI startups seeking consumer adoption.
Our Take
Kaplan’s perspective represents a maturation of AI marketing strategy that the industry desperately needs. The backlash against overtly AI-branded products like the Friend pendant demonstrates consumer fatigue with AI hype. Her approach—using AI as an enabler rather than a headline—is pragmatic and likely more sustainable long-term.
What’s particularly insightful is her recognition that AI startups face a unique translation problem: they must convert technical capabilities into emotional resonance. The shift from customer acquisition cost to “who will carry the story” reflects a broader truth about modern consumer behavior—people trust people, not algorithms.
However, there’s a tension here: while downplaying AI might work for consumer products, it could create challenges for startups seeking venture funding, where AI capabilities often command premium valuations. Founders must navigate this dual messaging carefully, speaking different languages to investors versus consumers.
Why This Matters
This story highlights a critical challenge facing AI startups: translating technical innovation into consumer appeal. As the AI market becomes increasingly saturated, the ability to market effectively becomes as important as the technology itself. Kaplan’s insights reveal a growing trend where AI companies are strategically downplaying their AI features in favor of emphasizing tangible benefits and design—a significant shift from the AI-first marketing approach many companies have adopted.
The article underscores the evolving relationship between AI technology and consumer marketing, suggesting that over-emphasizing AI capabilities can actually hurt brand perception. This has broader implications for the AI industry, as companies must balance technical innovation with human-centered messaging. The defaced Friend AI ads in New York City serve as a cautionary tale about AI marketing gone wrong.
Furthermore, Kaplan’s emphasis on the creator economy as a distribution channel signals how AI startups must adapt their go-to-market strategies. Traditional advertising and customer acquisition methods are being replaced by authentic community building and influencer partnerships, fundamentally changing how AI products reach consumers.
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Source: https://www.businessinsider.com/vc-lindsay-kaplan-bullish-how-startups-break-through-noise-2026-1