If you're a startup founder, you already know the challenge: too much to do, too few hands, and never enough time.
AI tools like ChatGPT, Claude, and AI notetakers can't magically fix everything, but they can help you work faster, think bigger, and stretch your resources.
At Shiftwell, we've been using AI across product, marketing, coding, and operations. But along the way, we've also learned that AI isn't flawless. It's a powerful tool, but one that still requires human judgment.
Here's how we use it and what you should watch out for.
Brainstorming & Creative Ideation
AI can be a great creative jumpstart when you're stuck or need to explore ideas quickly.
What we use it for:
- Generate feature or product ideas based on user pain points
- Draft problem statements or "jobs to be done" frameworks
- Explore edge cases or potential user needs we hadn't considered
- Come up with marketing taglines, product names, or campaign themes
- Test different messaging angles for our target audience
At Shiftwell, I've used AI to test naming directions, shape early feature concepts, and brainstorm messaging that resonates with small business owners.
⚠️ What to Watch Out For
AI sometimes suggests generic, repetitive, or unrealistic ideas that sound good but lack market insight. Treat it as a brainstorming partner that helps you think through possibilities, not as the final answer on what to build.
Writing Stronger Product Requirements
One of our biggest wins has been using AI to help draft Product Requirements Documents (PRDs) that actually get used.
My process: I usually outline the basics (problem, goals, key features), then ask ChatGPT or Claude to help organize, refine, or fill gaps. A solid PRD accelerates developer time, improves scope estimates, and reduces endless back-and-forth conversations.
Claude
Excellent for longer-form documents and technical writing
ChatGPT
Great for quick iterations and brainstorming features
⚠️ Reality Check
AI can sometimes overcomplicate documents or add filler that doesn't add value. Review everything carefully to make sure it's grounded in your actual product and real customer needs, not theoretical best practices.
Improving Website & Product Copy
AI excels at tightening up website copy, emails, or in-product text that users actually interact with.
Specific ways I use it:
- Check clarity and tone across different pages
- Simplify technical language for non-technical users
- Suggest alternatives for headlines, buttons, or error messages
- Test different value propositions for landing pages
- Refine onboarding copy to reduce user confusion
⚠️ Brand Voice Warning
AI can sometimes sound too formal, too vague, or too "AI-like." Don't copy-paste without editing. Always check that the tone fits your brand and speaks to your actual audience, not a generic business persona.
Accelerating Development & Debugging
Post-MVP, we've used AI tools like ChatGPT and Claude to help write additional Shiftwell features, refactor old code, and debug small issues without always needing a developer.
This has been particularly valuable for:
- Writing utility functions and data processing scripts
- Debugging CSS layout issues and responsive design problems
- Refactoring repetitive code into cleaner, more maintainable functions
- Adding small features like form validation or data export
⚠️ Code Quality Warning
AI-generated code isn't always production-ready. It can include errors, inefficiencies, or miss important edge cases. Always review, test thoroughly, and debug before pushing anything live. Consider it a starting point, not a finished solution.
Capturing Notes & User Research Insights
Tools like Otter.ai, Fathom, or built-in meeting transcription can record conversations, transcribe user interviews, and highlight key points, freeing you to focus on the conversation instead of frantically taking notes.
This has been incredibly helpful for our team, especially during user research sessions where we need to stay present and ask follow-up questions.
Otter.ai
Real-time transcription with speaker identification
Fathom
Zoom-focused with automatic highlights and summaries
⚠️ Accuracy Check
AI notetakers can mishear or mistranscribe, especially with technical terms or industry-specific language. Always scan transcripts and summaries for accuracy, especially if you're using them to make product decisions.
Other Practical AI Use Cases
The list keeps growing, but here are a few more ways founders can experiment with AI:
1 Competitive Analysis
Create lightweight competitive analysis by having AI summarize competitor websites, features, and positioning. Use it to identify gaps or opportunities you might have missed.
2 Investor Communications
Draft investor updates, board materials, or pitch deck content. AI can help structure information and suggest metrics that matter to investors.
3 Content Processing
Summarize long reports, research papers, or industry articles. Turn dense information into actionable insights for your team.
4 Quality Assurance
Generate QA checklists, test plans, or bug reproduction steps. Ensure you're catching issues before users do.
5 Workflow Automation
Automate admin tasks with tools like Zapier, Make, or Airtable extensions. Connect your tools so data flows automatically.
Again, the theme is: AI as an accelerant, not a replacement for strategic thinking.
Building Smarter While Staying in Control
AI is a game-changer for startups, but it's not a "set it and forget it" tool.
At Shiftwell, we've learned that while AI can help you work faster, it still needs human oversight. AI can hallucinate, give wrong answers, or lead you into unproductive loops if you're not careful about how you use it.
The best approach: Let AI give you a foundation, a starting point, or a speed boost. Then apply your judgment, industry expertise, and creative thinking to get it across the finish line.
💡 Key Takeaway
Start with one AI tool in one workflow. Master that before adding more. The goal isn't to use AI everywhere—it's to use it where it genuinely saves time and improves outcomes.
Getting Started: Your First AI Workflow
If you're a founder looking to move faster and lighten your workload, I highly recommend adding AI to your toolkit. Here's where to start:
- Pick one repetitive task that takes time but doesn't require deep expertise
- Choose one AI tool (ChatGPT or Claude are good starting points)
- Experiment for a week with different prompts and approaches
- Refine your process based on what works and what doesn't
- Scale gradually to other tasks once you've proven the value
Remember to review, refine, and guide the process. AI is a powerful tool, but your judgment and expertise are what turn its output into real business value.
Ready to build smarter? Start small, stay skeptical, and let AI amplify your existing strengths.