One of the most important ideas I’ve read recently is Model-Market Fit. The premise is simple but often ignored: in AI, product-market fit doesn’t matter if the model itself can’t do the job.
Key highlights
Traditional startups rely on demand pulling the product forward. AI products don’t work that way. If the model lacks capability, no amount of UX, marketing, or positioning will drive sustained adoption.
We can already see this pattern. Legal tech adoption surged once models became reliable. In areas like financial analysis or drug discovery, demand exists—but models still fall short, slowing growth.
The sequence is clear: Model-Market Fit first, Product-Market Fit second.
What this means for a marketer
For marketers in AI, this is a grounding reminder. Messaging can amplify value, but it cannot create it. Overpromising accelerates churn and erodes trust.
The strongest AI marketing today is rooted in honest capability, narrow use cases, and clear expectations. In this space, credibility compounds faster than hype.
Source: https://www.nicolasbustamante.com/p/model-market-fit
