Slapping “AI” on your startup’s pitch deck is basically table stakes right now. When a founder raised $20 million from Cathie Wood’s ARK Invest for an eSports gamification loyalty startup without those two letters in the spotlight, it got us wondering how the conversation even started — especially when ARK had already been burned by a company operating in the same space.

On this episode of TechCrunch’s Equity podcast, Julie Bort sits down with Dylan Robbins, founder and CEO of Lucra, the white-label platform turning friendly competitions into loyalty programs for brands like golf courses, arcades, and pickleball clubs. The name Lucra is Latin for 'profit,' and it seems to have paid off.

In an interview, Dylan explains how his company uses technology to create engaging experiences that boost customer retention without explicitly relying on AI buzzwords. He says they use data-driven insights to enhance user engagement but doesn't tout it as a core feature.

The success of Lucra’s pitch raises questions about the future of tech investment and branding. Does an AI label still have clout, or are we entering a phase where substance matters more than buzzwords?

Listen to the full episode on YouTube, Apple Podcasts, Overcast, Spotify and all the casts. You can also follow Equity on X and Threads at @EquityPod.