Treat AI
- Product repositioning
- Go-to-market rebuild
- Strategic transaction support
Context
Treat AI developed AI-generated advertising creative for retail and CPG customers. Its agency-like service model included creating, running, and testing campaigns, putting the company in perceived competition with agencies that could otherwise have become distribution partners.
Challenge
The model created channel conflict and did not support a compelling recurring-revenue growth trajectory.
Approach
- Repositioned the company from an agency-like services model to an AI creative vendor model.
- Rebuilt the product and go-to-market foundations.
- Revisited ideal customer profiles and prospecting lists.
Outcome
With the business unable to reach a sufficiently compelling MRR level for a Series A, the principal and founding CTO undertook a roughly four-month strategic sale process. Approximately 40 companies were approached, two letters of intent were received, and Treat AI was sold to Typeface AI.