I started a business with AI and no tech background. Here's what it still can't replace.
Business Insider
February 25, 2026
AI-Generated Deep Dive Summary
Tim Desoto, a 49-year-old founder of an AI-powered shopping platform with no technical background, shares insights into how he leverages AI for his business while recognizing its limitations. Despite the advancements in AI tools, Desoto emphasizes that human judgment remains crucial in areas like strategic decision-making and creative problem-solving. He highlights the importance of combining AI with human expertise to achieve a balanced approach to business growth.
Desoto relies on his network and attends industry events to identify the best AI tools for his needs. He uses a variety of models, including ChatGPT, Gemini Ultra, and Claude Max, each chosen based on their strengths in tasks like image generation, multimodal capabilities, and structured analysis. For example, he employs Lovable for website building and leverages Notion AI for productivity. However, Desoto also acknowledges the need for human intervention when dealing with complex issues that require nuanced understanding.
Desoto’s approach involves using an "AI conveyor belt" method, where he tests different models to gather diverse perspectives on tasks. This process helps him make more informed decisions while mitigating potential biases or errors inherent in AI systems. While AI excels at time-saving tasks and automating repetitive workflows, Desoto stresses that human oversight is essential for long-term strategic planning and maintaining brand consistency.
The importance of blending AI with human skills becomes evident in Desoto’s experience, offering valuable lessons for other solopreneurs and small businesses looking to adopt AI. By leveraging the strengths of both technologies and people, businesses can achieve sustainable growth while avoiding over-reliance on any single tool or approach.
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Originally published on Business Insider on 2/25/2026