Instead of focusing on AI for generating final assets, Amazon applies it to solve specific workflow bottlenecks. For one campaign, they used a custom AI tool to curate millions of customer reviews, identifying the most poetic ones in a fraction of the time it would take humans, thus using AI for insight discovery.

As AI coding agents generate vast amounts of code, the most tedious part of a developer's job shifts from writing code to reviewing it. This creates a new product opportunity: building tools that help developers validate and build confidence in AI-written code, making the review process less of a chore.

The key innovation was a data engine where AI models, fine-tuned on human verification data, took over mask verification and exhaustivity checks. This reduced the time to create a single training data point from over 2 minutes (human-only) to just 25 seconds, enabling massive scale.

Don't wait for AI to be perfect. The correct strategy is to apply current AI models—which are roughly 60-80% accurate—to business processes where that level of performance is sufficient for a human to then review and bring to 100%. Chasing perfection in-house is a waste of resources given the pace of model improvement.

Simply deploying AI to write code faster doesn't increase end-to-end velocity. It creates a new bottleneck where human engineers are overwhelmed with reviewing a flood of AI-generated code. To truly benefit, companies must also automate verification and validation processes.

Coastline Academy frames AI's value around productivity gains, not just expense reduction. Their small engineering team increased output by 80% in one year without new hires by using AI as an augmentation tool. This approach focuses on scaling capabilities rather than simply shrinking teams.

Flexport uses AI agents for tasks that were previously skipped because they were too costly for human employees, like calling warehouses to confirm addresses. This shows that AI's value isn't just in replacing existing work, but in performing new, marginally valuable tasks at a scale that is finally economical.

Product managers often hit cognitive fatigue from constantly re-formatting the same core information for different audiences (e.g., customer notes to PRD, PRD to Jira tickets, tickets to executive summaries). Automating this "translation" work with AI frees up mental energy for higher-value strategic tasks and prevents lazy, context-poor handoffs.

The translation market had a clear, expensive problem. However, the opportunity for Smartling was unlocked by a concurrent technology shift: the rise of cloud computing. This allowed them to build a scalable, modern solution at a much lower cost than previously possible, creating a powerful market entry point.