Don’t Call It a Pivot. These Executives Are ‘Refounding’ Their Start-Ups. - The New York Times

In the age of artificial intelligence, some company leaders are framing new business lines as radical reboots. By Lora Kelley Founding a company has always been prestigious in Silicon Valley. Pivoting a struggling company is less glamorous. So lately, as artificial intelligence has scrambled operations for many businesses, some executives are announcing that they are “refounding,” essentially rebranding, as A.I. start-ups. In June, for example, Airtable, a project management platform, announced that “instead of just adding more A.I. capabilities to our existing platform, we treated this as a refounding moment for the company,” sharing that it would be giving A.I. features to users as a default and rolling out a new pricing model. In October, Handshake, a careers site, announced its new business model, which includes hiring contractors to generate data to sell to large language model companies. “This is our refounding,” the company said in a blog post. “Not a second act, but the next le

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