Same as before AI - by solving a problem. AI is a tool, not a goal. If it can solve a problem, great... build a solution with it. If not, build a solution without it. But focus on what you are solving, not what flavor of hammer you are using to pound that nail.
I understand what you mean. However, since GenAI brings efficiency to the table, a number of startups are now trying to compete with existing giants (solving real problems) and claiming to make processes more efficient. The problem arises when existing companies adopt GenAI as well and make the same claims.
For starters, don't shout at the market that AI is your differentiator. Lead by value, not by adoption of technology.