Startups, which have long relied on agile execution and flexible organizational cultures, are now declaring “refounding” beyond simple pivots. This fundamental shift goes beyond simply adjusting business models or services; it redesigns the company’s identity and overall operations around AI.
For the past two decades, startups have grown through a “pivot” strategy, nimbly shifting direction in response to market reactions. However, the recent AI-driven “restartup” trend represents a departure from traditional approaches. The New York Times defined this as “a shift that will redesign the next 10 years,” analyzing that it serves as a powerful signal of change for both internal and external stakeholders.
Airtable , which started as a no-code collaboration tool, completely revamped its product structure and pricing policy in June, adding AI assistant “Omni” as a default feature in all plans and repositioning itself as an “AI-native app platform.” Talent matching platform Handshake laid off 15% of its workforce in October and shifted its focus to connecting AI labs. Real estate technology startup Opendoor has appointed new CEO Kaz Necatian and announced plans to redefine itself as a “software and AI company.”
This declaration of “re-launch” goes beyond a simple pivot; it entails a fundamental shift in the company’s technology stack, organizational culture, and even revenue structure. The New York Times described this trend as “a change that will redesign the next 10 years.” Re-launching serves as a powerful signal to both internal members and investors, signaling a new corporate identity.
Especially as the impact of AI technology begins to materialize, these changes are creating strategic tensions across the industry. Georgia Tech’s Scheller School of Management analyzed that “the proliferation of generative AI is forcing us to revisit the fundamental question, ‘What kind of business are we in?'” To ensure this doesn’t end as a one-time declaration, a substantive transformation is essential, encompassing not only technology but also corporate culture and leadership.
What Airtable, Handshake, and Opendoor have in common is their commitment to embracing AI as a central pillar of business operations, not just a tool. This strategic decision stems from the belief that simple technology adoption alone will not be enough to differentiate themselves in future market competition.
Opendoor CEO Kaz Necatian announced his intention to “re-establish Opendoor as an AI-based software company,” and announced differentiated features such as AI-powered home return guarantees. Handshake also predicts that “AI business will overtake traditional hiring within the year,” and is implementing measures to strengthen its execution capabilities, including returning to the office.
The AI-driven transformation isn’t limited to mere technological advancement. According to a McKinsey report, generative AI could generate up to $4 trillion in added value by 2030 and is expected to bring structural restructuring to various industries, particularly SaaS, distribution, and real estate. This demonstrates that the startup industry is shifting its evaluation criteria beyond simple “AI adoption” to “embracing an AI-driven structure.”
This trend goes beyond simple technological application and questions the very very nature of corporate existence, suggesting that the future evaluation criteria for startups may shift from “technology possession” to “embracing an AI-centric structure.”
The cases of Airtable, Handshake, and Opendoor demonstrate a common path: stagnant growth → AI transformation → comprehensive organizational rebuilding. Each of these companies is attempting to overcome the limitations of their existing businesses in their own ways, and similar transformation trends are likely to spread further in the future.
Related