Inside Notion
Notion has emerged as a surprising contender in the AI landscape, transitioning from a pre-GPT company to an AI-native one. The company, known for its customizable note-taking software, has gained traction through its recent Custom Agents launch, which allows teams to leverage AI for real work. Despite facing competition and market challenges, Notion's culture and history have contributed to its current success and relevance.
- ▪Notion was initially seen as a non-obvious candidate for AI evolution due to its focus on ideology and community rather than technical edge.
- ▪The company gained popularity during the pandemic as an enterprise knowledge and project management tool, attracting major clients like Toyota and Pixar.
- ▪Notion's recent Custom Agents launch has transformed its capabilities, allowing teams to utilize AI for executing plans and providing updates.
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Company Dispatch Inside Notion The culture, people, and quirks behind the first pre-GPT company to become “AI-native” By Brie Wolfson & Camille Ricketts April 2026 PHOTOS BY PETER YANG Subscribe to print for your office or home. Today’s discourse is littered with obituaries: Software is dying, legacy giants are dead, swaths of startups are going extinct. Stuck at the center of this wave of AI creation is a debate about which companies are “over.” And the consensus is that one type of company is deader than the rest: the pre-IPO, pre-AI startup that everyone used to love. If you’re not AI-native, the internet tells us, chances are you’re not going to make it.
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