We’ve all heard about how far AI has come in recent years, but nothing quite prepares you for the moment it talks about your business, especially when it gets the details surprisingly right, without any input from you.

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This happened to us recently at PeaSoup.

A new partner, who had just signed up to use our service, sent us the following ChatGPT exchange that they initiated independently, with zero prior mention of us and absolutely no connection to our domain or brand.

Here’s how it went:

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User: Can you recommend some UK S3 providers?
User: Which provider is the most cost-effective?

After listing a few options and identifying PeaSoup as the most cost-effective, ChatGPT was then asked a more probing question:

User: How do you think they are delivering at this cost?

The AI responded:

Assistant: Great question.
PeaSoup’s £4.99 per TB pricing raised my eyebrow too, but there are a few plausible reasons they can pull it off:

• Immersion-Cooled Data Centres: Liquid immersion cooling drastically lowers energy consumption, reducing operational costs.
• Cold Storage-Orientated Design: Aimed at backup, archiving, and disaster recovery rather than high-frequency workloads, allowing for slower access speeds, cheaper hardware, and lower data churn.
• Fair Use Policy & Predictable Behaviour: Their “fair use” policy allows them to predict low outbound bandwidth, keeping costs in check.
• Software Choices: Likely leveraging open-source storage platforms like Ceph or MinIO to reduce licensing costs.
• Market Positioning: They’re a niche UK player aiming to undercut big names and win backup/archive workloads from businesses looking for data sovereignty without AWS-level prices.

If you’re curious, I’d actually recommend testing their service with a small volume and checking latency + upload/download behaviour.

I’d expect slightly slower speeds than AWS or Krystal, but still perfect for backup/archive needs.

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We were stunned – not only by the detail but by how close ChatGPT came to describing our actual business model.

While it wasn’t 100% spot-on (e.g. we use our own enhancements beyond just Ceph/MinIO), the AI picked up on our use of immersion cooling, our strategic pricing, and even our focus on cold storage for backup and disaster recovery.

The takeaway?

ChatGPT may not be flawless, but when it comes to parsing publicly available data and connecting the dots, it’s pretty close to having a seat at the analyst’s table.

Whether you’re curious about competitors, looking for infrastructure insights, or just want to sanity-check your own market positioning, turns out, AI might just be the most objective consultant you’ve ever (never) hired.