"They do not give a shit about you or what you're doing." This blunt assessment, delivered by Dax Raad of OpenCode, cuts through the prevailing hype surrounding artificial intelligence, laying bare a fundamental truth for founders and product builders: AI changes nothing about the core challenges of creating a successful, enduring product. In a contrarian talk, Raad, a prominent voice in the developer community and core contributor to SST, challenged the pervasive notion that AI is a silver bullet, instead asserting that the path to product success remains paved with human ingenuity, deep taste, and hard work.
Raad spoke with an unnamed interviewer, likely at an AI-focused event, about the enduring human problems of product success, framing his insights around the classic marketing funnel: acquisition, onboarding, and retention. He argued that while AI can generate content and write code, it fundamentally lacks the human touch required to navigate these critical stages, emphasizing that success hinges on elements AI simply cannot replicate.
The first hurdle, marketing, demands more than mere information dissemination; it requires cultivating "cool." Raad posits that most marketing efforts—blog posts, influencer campaigns, billboards—are forgettable. They fail to compel users to pause, drop everything, and genuinely engage. "You need to do things that have a shot at being shared," Raad explained, stressing that this isn't about algorithmic optimization but about sparking genuine excitement. AI, in its current form, consistently falls short here. "I have not had a single good idea come out of AI. Even when I use it as like a brainstorming partner, it just gets super corny... it just can't come up with anything that's cool, like it can't do cool. And top-level marketing is about cool." This inability to generate truly resonant, shareable content leaves a gaping void in AI's marketing utility, reinforcing the irreplaceable value of human creativity and cultural intuition.
Once a user's attention is captured, the next critical phase is onboarding, leading to the elusive "Aha!" moment. This is where users truly grasp the product's value and become invested. Raad stressed the importance of ruthlessly eliminating friction to guide users to this singular moment as quickly as possible. This demands an opinionated taste and a deep understanding of the user journey, not simply throwing a multitude of features at them. He cited ChatGPT as an example of an "insane Aha! moment," where a simple input box yields a human-like response, immediately demonstrating its power. "You need to figure out what is the singular Aha! moment in your product, and eliminate friction ruthlessly to get someone to that Aha! moment as fast as possible." Many products fail by asking for unnecessary information upfront, creating barriers before the user can even experience the core value. AI can't discern what truly matters to a new user; that requires empathy and strategic design.
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Finally, for long-term retention, Raad advocates building "primitives over features." While simple initial experiences are crucial for onboarding, retaining power users requires deep, flexible primitives that allow them to grow with the product, customizing and pushing its boundaries. Instead of merely building a feature, "you kind of have to build primitives that can be assembled into that feature." This approach allows for both a streamlined entry point and a powerful, extensible core, preventing users from outgrowing the product. This delicate balance, supporting both simplicity and advanced capability, is a complex design challenge. AI, Raad contends, struggles to "hallucinate" the right mental models or foundational primitives. It lacks the deep, nuanced understanding of a problem space and its future evolution to design such robust, enduring foundations.
Ultimately, Raad’s message is a grounding one: despite the undeniable advancements of AI, the essence of building a winning product remains profoundly human. It demands creativity for marketing, empathy and taste for onboarding, and strategic foresight for retention. "AI is amazing and lets us do all kinds of things that we couldn't do before, does not save us from that day-to-day pain in trying to make something that's great." The hard work, the struggle, and the deep human understanding required to craft truly compelling products are not shortcuts AI can provide. And perhaps, that's precisely where the real satisfaction and enduring value lie.
