Be Willing to Pivot When You Identify a Real Market Need: Interview with Daniel Citron, Co-Founder and CEO of AI.Fashion

I recently went one-on-one with Daniel Citron, co-founder and CEO of AI.Fashion.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?

Daniel: Starting a company has been both incredibly rewarding and challenging. Funny enough, I actually began as a filmmaker - writing and directing my own films! While for some the connection between making movies and building a startup might seem distant, I found making a movie is not so different from building a company. From filmmaking, I learned about how to lead, build a team, solve daily crises and climb impossibly difficult mountains - although I wasn’t aware of it at the time, filmmaking gave me the tools to build our company. I also worked at Google getting to collaborate with incredible people and push creative boundaries, however, I felt an itch to create something of my own. My background in filmmaking and creative arts inspired me to build Backlot, a tool to help filmmakers simulate their productions with physical accuracy. The journey was full of new daily challenges, from navigating unexpected problems to managing stress, but the excitement of creating something meaningful and the support from my co-founder and close friend, John, have been invaluable. Now, at AI.Fashion, our ability to pivot and learn quickly has been our greatest asset. Every challenge has been a stepping stone, making us more resilient and innovative.

Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?

Daniel: The idea for AI.Fashion was born out of necessity and a bit of serendipity. AI.Fashion originally started in the film space as Backlot by enabling filmmakers to 3D simulate their film before investing in the incredibly expensive process of production. Not only were large filmmakers embracing our tool, we started seeing it used to create animated ad content for lots of different types of products. Fashion brands started showing interest, but our product didn't initially meet their high-quality needs. While solving similar challenges for costume designers in film, we had an AI breakthrough. I instantly thought of the fashion brands and reached out to demo our new tech.  I had never seen responses like the ones we got when we demoed to these brands for the first time - eyes widened and they would ask us how quickly we can get this for them since it would be so game-changing for their company. After seeing this kind of response over and over, we realized the market opportunity at hand and shifted the company to AI.Fashion, pivoting our focus on both small and large enterprises within the fashion industry to enable quicker go-to-market times for brands. 

My advice to aspiring entrepreneurs is to stay curious and open-minded. Follow your passions and be willing to pivot when you identify a real market need. For us, the pivot from film to fashion was driven by our passion for solving real problems. It's essential to immerse yourself in your chosen industry, understand its pain points and be flexible enough to adapt your ideas. Sometimes, the best ideas come from the intersections of different fields, as was the case with us.

Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?

Daniel: Simply put, we went and talked to our customers - as early as possible. This means you’re going to get a lot wrong and the pitch won’t be perfect but there is no better way to learn quickly.

Adam: What are your best tips on the topic of raising capital?

Daniel: Identify investors whose values align with your vision. For AI.Fashion, having early investors like Y Combinator, who understood our challenges and provided invaluable mentorship, was a game-changer. Don't just seek money; seek partners who can offer strategic advice and support. Trust and open communication with your investors are crucial. Treat them as integral parts of your team and lean on their expertise during tough times. Their insights can be instrumental in navigating the ups and downs of startup life. Having investors from both tech and fashion backgrounds has been instrumental in our success. It's not just about securing funds; it's about building long-term partnerships that contribute to the growth and success of your business. Another tip? Be transparent about your challenges and how you plan to overcome them. It builds trust and shows you’re prepared for the long haul.

Adam: What are the most important trends in technology that leaders should be aware of and understand? What should they understand about them? 

Daniel: AI has the potential to revolutionize industries, but it's essential to integrate it thoughtfully. At AI.Fashion, we’re leveraging artificial intelligence in a way that keeps human creatives at the forefront and harnesses the power of the technology to work alongside them. We use AI to enhance creativity, not replace it, ensuring that human ingenuity remains at the forefront. Any company can integrate AI into their workflows, but those who do so both effectively and ethically will be the ones that last the test of time.

Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level? 

Daniel: Hiring is so hard - and it’s hard because as a small company every person has incredible impact. Take your time to hire the right people as it makes all the difference. Create an environment where team members feel valued and heard. Encourage innovation and be open to new ideas. Leadership is about setting a vision and inspiring others to join you on the journey. 

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders? Daniel:

Be Willing to Fail Fast: Embrace failure as part of the learning process. Failing fast allows you to iterate and find the right solution sooner. It's through these quick failures that we were able to refine our product and better meet market needs.

Focus on Building a Great Team and Empower Them: Your team is your greatest asset. At AI.Fashion, we've assembled a team of talented individuals and empowered them to make significant decisions. Trusting your team and encouraging them are the essential ingredients to achieving success.

Stay Focused and Avoid the Shiny Object Syndrome: It's easy to get sidetracked by the latest trends, especially in the AI space. We've learned the hard way to stay focused on our core mission and prioritize what truly matters. Regularly evaluate your projects to ensure they align with your strategic goals, avoiding unnecessary distractions.

Adam: What is the single best piece of advice you have ever received? 

Daniel: There are always a million reasons not to do something, but the best thing is to just push yourself and take the risk. Starting a company is filled with stress and challenges, but each new day offers an opportunity to learn and grow. You may not know how to tackle every obstacle, but the journey itself is incredibly rewarding and filled with invaluable experiences. I've learned more during this entrepreneurial journey with AI.Fashion than at any other point in my career. Taking the leap into the unknown has taught me invaluable lessons and provided growth I never imagined. It's all about embracing the journey and seeing where it takes you.


Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one-on-one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.

Follow Adam on Instagram and Twitter at @adammendler and on LinkedIn and listen and subscribe to Thirty Minute Mentors on your favorite podcasting app.