AI can now help a competitor copy almost anything they can see of your business: the product, the homepage, the pricing page and the case studies. In recent weeks it has been used in public to rebuild a design house’s website and creative assets, 7 of Adobe’s creative apps and a commercial video game, work that large teams spent years producing.
What stays yours is what your team knows about why customers choose you, how you price and what you have learned from every deal you have won and lost. We call that commercial intelligence, and it has always mattered. Now it decides who keeps the advantage, and it pays off only when the whole team can find it and use it.
AI Rebuilds Everything a Competitor Can See
A design house, rebuilt on stage. At Nordic Business Forum 2026 in Helsinki, innovation strategist Shawn Kanungo asked business leaders to imagine a V2 of their organisation, founded today with autonomous agents doing the research and the design. Then he showed one, giving an AI agent a single instruction: build an AI-first V2 of a Finnish design house, rebuild its website and creative assets, and find out whether an AI-built version could match or beat the original. The screens behind him showed product photography, campaign imagery and web pages, the original beside the AI version, a creative footprint the forum described as “reimagined, tested, and personalized in minutes.”
Seven Adobe apps, rebuilt by a single engineer. On 7 October 2026, PetaPixel reported that software engineer Brandon Thomas had released free, open-source versions of 7 Adobe apps, among them Photoshop, Premiere and Lightroom, built with Anthropic’s Opus 5.5 under the ArtCraft name. The suite is in alpha, and Thomas has said he hopes to reach “100% feature parity” within a month.
A video game, turned back into code. Two days later, a developer who goes by momo5502 published a 3-month project in which a team of AI agents, running on Claude Code and Codex, turned a commercial first-person shooter back into readable source code.
All 3 work from the outside in. Kanungo’s agent started from the design house’s public website, ArtCraft recreates Adobe’s behaviour without Adobe’s code, and the game team rebuilt its source from the finished game. AI rebuilds the parts of a business it can observe, which for most software and services companies covers much of what a buyer sees on the way in.
A Copy Can Look Right and Behave Differently
The game team’s first month looked like a breakthrough. Their 4 agents had decompiled about 80% of the game, and it launched with a working menu and loadable maps. Then they looked closer: “Despite the code being extremely readable, it was semantically wrong.” The agents had invented logic, removed logic and guessed at the structures underneath, and the reviewing agent accepted the guesses because they were explained convincingly.
The fix was a test the agents could not talk their way past: every rebuilt function compiled with the game’s original compiler and compared byte for byte with the original. By the end, 99% of the functions were rebuilt. The author’s lesson: “Correctness is so much more important than productivity.”
Kanungo explains why copies drift. He called AI “the ultimate engine of conventional wisdom”, because it “synthesizes what already exists.” As execution becomes a commodity, he told the room, “what is power today is judgment.”
A copy built from public material is the consensus version of you, with every decision underneath filled in by a reasonable guess.
Your Edge Is What Only Your Team Knows
A competitor’s agents can study your homepage, your features and your pricing. The knowledge behind those decisions stays out of their view:
- which customers you win most often, and why
- the objections your best sellers know how to answer
- the reasoning behind last year’s pricing change
- what you learned from the deals you lost
That knowledge decides how your business behaves when it meets a real buyer, and it is the part a copy has to guess.
Ask where it lives in your business today. If the answer is sales calls, CRM notes, shared drives, chat threads and the memory of the people who made the decisions, a new hire starts without it and a leader preparing for a board meeting rebuilds it by hand. An AI assistant asked to help with a proposal answers from what it can find, which is the same public material a competitor’s agent would use. Give your tools your own record, with the evidence attached, and what they write starts from how you actually win, the same case we made for your voice in AI made us all better writers.
Show Your Difference in Everything You Send
Every piece of commercial collateral is a chance to make the case only you can make: the proposal after a discovery call, the solution brief, the sales presentation, the website and the landing page. That case is the transformation you bring, where your customers end up because they chose you, told in their words and backed by your proof.
Capture that transformation in one place, agreed by your team and sharpened by every deal, and build everything you send from it, so every buyer meets the same story, written for them.
Liffey keeps it in a commercial brain: your positioning, pricing logic, proof from the deals you’ve won and your customers’ own words, built from your website on the first day and kept current from the systems you connect. Liffey listens for patterns across your calls, CRM and documents and surfaces one once it is worth acting on, and your brain’s owners decide what is locked in, each change dated with who made it.
Proposals, briefs, presentations and landing pages all start from that brain. Each intelligent document is built from what the buyer said, backed by proof from deals like theirs and crafted in your brand, with an AI briefing for the buyer’s own assistant and an email the moment they read it. The same brain answers your team inside Claude and ChatGPT, and on Enterprise a commercial architect works alongside your leadership and can reset your website from it.
Features can be copied, so sell what only you know.
Questions About AI and Competitive Advantage
Can AI copy my product?
Increasingly, yes, for everything a competitor can observe. In 2026, AI agents rebuilt a design house’s website and creative assets, 7 Adobe apps and a commercial video game, each from the outside in. The product, the homepage, the pricing page and the feature list are all within reach of the same tools.
What stays yours when AI can copy your product?
The commercial intelligence behind it: why your customers choose you, how you price and why, the objections your best sellers know how to answer, and what you learned from the deals you won and lost. A copy built from public material has to guess at all of it.
What is commercial intelligence?
Commercial intelligence is what a business knows about how it wins: its positioning, pricing logic, proof from deals won and its customers’ own words. Liffey keeps it in a commercial brain, agreed by your team and kept current from your systems, and writes every document from it.
How do we show our difference in everything we send?
Capture the transformation you bring in one place, agreed by your team and sharpened by every deal, then build every proposal, brief, presentation and landing page from it. Liffey keeps it in a commercial brain and writes each document from it for the buyer reading it.
How quickly can a team start with Liffey?
Start free from your website, and Liffey builds your commercial brain and your first documents the same day. Starter includes 10 pages a month to share and Liffey inside Claude and ChatGPT.