Why every brand needs to be a challenger to thrive in the age of AI

As AI continues to reshape our world, I believe that brands need to adopt a challenger mindset to not only thrive but also stand out from the competition. But before we dive into why this is so important, let’s talk about what it really means to be a challenger brand.

People often think of challenger brands as being small or young, while legacy brands are seen as bigger and more established. But being a challenger isn’t about the size of your company or how long you’ve been around—it’s all about your mindset. It’s about having an ambition that is greater than your resources. It’s about thinking bigger, pushing boundaries, and not being afraid to take on the giants, no matter how big or small you are.

In today’s AI-driven world, this challenger mindset is more important than ever. No matter your company’s size, embracing this mindset is key to not just surviving, but thriving.

AI is creating new opportunities for smaller players to compete. It’s providing access to advanced capabilities that were once only available to large companies with substantial resources. By leveling the playing field, AI is removing the traditional advantages that big companies used to rely on. Think of the story of David and Goliath—if Goliath lost his strength, he’d just be another big guy, but also slow. In the same way, companies that have depended on their size and resources will find themselves vulnerable if they don’t adapt.

To adopt a challenger mindset, brands should:

·      Challenge the status quo

·      Ask questions the incumbents won’t

·      Take a strong point of view

·      Sacrifice things to overcommit to others

·      Aim for fame, not acceptance

·      Embrace rejection over indifference

It’s also important to remember that AI is more than just a technology—it’s how we will work. And as AI becomes more common, it risks becoming a "sea of sameness" if everyone uses it the same way.

The real difference won’t come from AI itself, but from how you integrate it into your products, services, and overall strategy. Take Apple, for example. They don’t just focus on the technology—but how they integrate it into their products in ways that make life easier and more enjoyable.

The power of AI lies in how it’s woven into everyday life, not just as a piece of tech, but as something that truly enhances the human experience. This is the kind of thinking that every brand needs to adopt to stay competitive in the age of AI.

In the end, thriving in the age of AI means adopting a challenger mindset, no matter how big or established your brand is. It’s about being bold, innovative, and willing to take risks. As AI levels the playing field, the brands that stand out will be the ones that find unique ways to integrate AI into their offerings and make a real difference in people’s lives. The future belongs to those who dare to challenge the status quo, even when the odds aren’t in their favor.