Alex Hormozi Sold $105M of AI??

DEEP DIVE
Alex Hormozi Sold $105M of AI??

So Alex Hormozi’s latest book launch reportedly pulled in $103M.

(I mean, I don’t have access to his bank account, but that’s the number floating around…)

The real buzz wasn’t the books though but what he bundled with them for a measly $6k:

An AI called ACQ AI — or as people nicknamed it, the “$100M AI.”

Basically, it’s a chatbot that answers like Alex. Think of it like a RAG or CustomGPT.

Except… it isn’t just another CustomGPT. People who tested it side by side say it actually performs better.

Now, is that worth $6K?

To be fair, it wasn’t sold standalone. The main bundle was 200 copies of his book (which raises its own questions… who’s giving away 200 books?). ACQ AI was one of the bonuses.

Still, it’s smart packaging.

Here’s what I found digging into it:

• Likely built on an open-weight model with custom instructions

• Pulls answers from his books and paid content (not free YouTube stuff)

• The output format is sharper and more structured than ChatGPT out of the box

So essentially you can’t just recreate it by opening NotebookLM and loading all of Alex’s YouTube there.

And that’s the key: Hormozi has avoided the “guru course seller” trap.

He’s only ever “sold” his books. His actual wealth comes from private equity.

So including a custom AI instead is kinda of a brilliant move, not that he is the only one to have thought of it.

Because it’s not technically a course — but it kind of is?

At the end of the day, you’re buying access to his brain.

The Bigger Picture

I think this is the future of online education and online coaching.

People are getting used to asking LLMs specific questions and getting tailored answers.

Nobody wants to sit through 40 hours of modules anymore.

So we’re heading toward two models:

1. High-ticket coaching (direct access to your brain, but limited by time)

2. Custom AI access (infinite scale, always available, packaged as a product or bundle)

Hormozi just showed the playbook for #2.

How You Can Build Your Own “Better-Than-CustomGPT”

The difference between ACQ AI and a generic CustomGPT comes down to curation and instructions.

Here’s how you can start:

• Use tools like Poppy AI or CustomGPT.ai

• Only feed it your highest-value educational content (paid workshops, frameworks, docs — not random YouTube riffs)

• Be ruthless about output format: structure, clarity, brevity

• Test and refine until it sounds like you on your best day

That’s how you avoid the rambling, generic GPT answers people ignore.

And it’s why ACQ AI felt so much more valuable.

Hormozi’s “$100M AI” wasn’t really about replacing him.

It was about scaling him.

And that’s the shift: AI won’t replace your expertise… but it’s about to replace how that expertise gets packaged and delivered.