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Building a Defensible Business in the Age of AI-Driven Disruption, with Pere Codina

  • Jordi Torras
  • Podcast

Welcome to Torras AI Podcast

Welcome to the Torras AI Podcast! Today, we have a very special guest: Pere Codina. Pere was the CEO and co-founder of Kompyte, a competitive intelligence platform acquired by Semrush. Currently, he leads Go-To-Market for competitive intelligence products at Semrush. With expertise in AI, tech entrepreneurship, and market strategy, Pere is also a mentor at the 500 Global Startup Accelerator in Palo Alto.


Entrepreneurial Journey

Jordi: Pere, could you share your journey in entrepreneurship, Kompyte, and Semrush?

Pere: Sure! Before founding Kompyte, I co-founded another company in Barcelona called Cocosoft. It didn’t succeed, but it taught us valuable lessons. Kompyte started as a competitive intelligence platform that tracks competitors in real-time. Initially, we targeted local companies, but our product gained traction with U.S.-based businesses, leading us to join 500 Startups in Mountain View, CA. After growth through the pandemic, Kompyte was acquired by Semrush. Now, I’m helping Semrush with competitive intelligence go-to-market strategies.

Role of AI in Competitive Intelligence

Jordi: How can AI help in competitive intelligence?

Pere: AI plays a significant role, especially in reducing noise and identifying signal. For example, Kompyte uses AI to classify competitor updates, such as pricing changes or new product features. We started with pre-LLM neural networks and later integrated large language models (LLMs) like GPT for better summarization and automation. AI also aids in creating and maintaining sales battle cards, which help sales teams counter competitor strategies effectively.

AI Integration Without Overwhelm

Jordi: How should businesses approach integrating AI without being overwhelmed by the hype?

Pere: Start small. Pick a repetitive, boring task and focus on automating it. This minimizes resistance and shows employees the value of AI. Encourage experimentation and learning. Think of AI as today’s equivalent of the spreadsheet—a tool to enhance productivity. Companies that embrace AI early will have a competitive edge.

Current Limitations of AI

Jordi: What do you think AI is still missing in 2024?

Pere: AI lacks safety, security, and deeper reasoning. It can hallucinate and sometimes lacks authenticity. Moreover, society is still adapting to AI—many are in denial or resisting change. The ethical challenges of AI manipulating human behavior at scale also need addressing. AI adoption is a process, and we’re still in its early stages.

Advice for Founders

Jordi: What advice would you give to founders navigating today’s funding environment?

Pere: Rethink the necessity and timing of raising money. Often, founders underestimate how much they can achieve without external funding. Focus on building defensibility in your product. In AI, data ownership and unique insights are key. Avoid conventional SaaS unless you have a strong competitive advantage. Prioritize customer acquisition and organic growth before seeking investments.

Exciting Opportunities in AI

Jordi: Where do you see the most exciting opportunities for AI in the next few years?

Pere: I believe in the rise of vertical AI solutions tailored to specific industries. While big players like Google and Amazon dominate general AI use cases, smaller companies can create specialized applications. Additionally, AI’s integration into robotics and everyday tools will redefine how we work and live.

Contact Information

Jordi: How can the audience contact you?

Pere: My handle on X is @perecodina. Feel free to reach out!

Closing Remarks

Jordi: Thank you, Pere, for sharing your insights and experiences. It was a pleasure having you on the show!

Pere: Thank you, Jordi. It was great to be here!

Stay tuned for the next episode of the Torras AI Podcast with more exciting guests and discussions!

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