Traditional SaaS switching costs were based on painful data migrations, which LLMs may now automate. The new moat for AI companies is creating deep, customized integrations into a customer's unique operational workflows. This is achieved through long, hands-on pilot periods that make the AI solution indispensable and hard to replace.

Unlike social networks where user-generated content creates strong lock-in, AI chatbots have a fragile hold on users. A user switching from ChatGPT to Gemini experienced no loss from features like personalization or memory. Since the "content" is AI-generated, a competitor with a superior model can immediately offer a better product, suggesting a duopoly is more likely than a monopoly.

Unlike traditional APIs, LLMs are hard to abstract away. Users develop a preference for a specific model's 'personality' and performance (e.g., GPT-4 vs. 3.5), making it difficult for applications to swap out the underlying model without user notice and pushback.

An enterprise CIO confirms that once a company invests time training a generative AI solution, the cost to switch vendors becomes prohibitive. This means early-stage AI startups can build a powerful moat simply by being the first vendor to get implemented and trained.

Today's LLM memory functions are superficial, recalling basic facts like a user's car model but failing to develop a unique personality. This makes switching between models like ChatGPT and Gemini easy, as there is no deep, personalized connection that creates lock-in. True retention will come from personality, not just facts.

Sam Altman argues that beyond model quality, ChatGPT's stickiest advantage is personalization. He believes as the AI learns a user's context and preferences, it creates a valuable relationship that is difficult for competitors to displace. He likens this deep-seated loyalty to picking a toothpaste brand for life.

Despite ChatGPT building features like Memory and Custom Instructions to create lock-in, users are switching to competitors like Gemini and not missing them. This suggests the consumer AI market is more fragile and less of a winner-take-all monopoly than previously believed, as switching costs are currently very low.

AI tools compound in value as they learn your context. Spreading usage across many platforms creates shallow data profiles everywhere and deep ones nowhere. This limits the quality and personalization of the AI's output, yielding generic results.

ChatGPT's defensibility stems from its deep personalization over time. The more a user interacts with it, the better it understands them, creating a powerful flywheel. Switching to a competitor becomes emotionally difficult, akin to "ditching a friend."