If AI is writing so much code, where are all the new products?

If AI is writing so much code, where are all the new products?

I keep seeing this question pop up, so let's break it down: The products are definitely out there. Tons of them. You’re just not hearing about them.

For twenty years, the main bottleneck was the high cost of development. Just managing to launch a product put you ahead of the game, and from there, you competed on quality and value to attract users.

Those days are over. Today, building a fully functional product—even complex SaaS platforms—is literally a weekend project. When anyone can build, building is no longer a competitive advantage; it's just table stakes.

Unless a tool is meant purely for internal use, the real obstacle has shifted to marketing and distribution.

And that’s where the trap springs: Investors now expect a solid proof-of-concept with real traction, user acquisition metrics, and data before offering any funding. But bringing in those early users requires a marketing budget—the very budget the investor was supposed to provide. So, plenty of great products stall right here—not at development, but at exposure.

There’s also a simpler reason: Everyone who actually gets this is currently too busy shipping code. No one is stopping to market.

My guess? Over the next few months, we’re going to see a massive wave of products hitting the market all at once. And most will flop—not because the product is bad, but because they launched without any mechanism to actually attract users.

Knowing how to build is no longer a rare skill. The rare skill today is knowing how to build an audience without burning through a million dollars—and that comes down to growth hacking and smart agent automation.

If you’re currently building your "next big thing," it’s time to start focusing on your go-to-market strategy. Do you even have a plan for that? Because from my conversations with founders, way too many are still expecting money and users to just fall from the sky simply because their product is good.