What 30,000 pitch decks tell us about UK entrepreneurship today

If it feels like every new startup calls itself an AI company, you’re not imagining it. 

New analysis of over 30,000 pitch decks, conducted by venture capital firm Fuel Ventures, has found that 86% of all pitches mention AI, often without actual AI tech.

It’s one of a number of trends that have taken over pitching decks in the past year, according to Fuel Ventures.

With venture capital currently in short supply in the UK, we unpack the rest of the findings below to give you a full pitching cheat sheet.

Every startup is an AI startup now

Careful word choice is important for any catchy business name. One of the standout findings from Fuel Ventures’ latest report is just how prevalent AI has become in startup pitches.

A huge 86% of the 30,000 pitch decks analysed mentioned AI, up 20% from last year. 

Interestingly, not all of these startups are actually using AI in their products or operations, but they mention it anyway. Other popular buzzwords popping up include:

• “Disruption” – 61%
• “Scale” – 52%
• “Sustainability” – 45%
• “Pivot” – 32%

Buzzwords can be tempting. They help show that you’re tapped into trends and often pack a punch. After all, they became popular for a reason. 

But increasingly, they’re being used as bait, and seasoned venture capitalists can tell the difference between performative and authentic use. Overreliance on hot terms like AI might help you get a foot in the door, but it can also make you blend into the crowd. 

If everyone’s claiming to be “disruptive” and “AI-powered,” how does anyone stand out?

A better approach is to be specific. If you’re genuinely an AI startup, make sure to back up your claims with clear use cases, measurable achievements, and a unique angle. 

What do successful pitches have in common?

The report also shows that 76% of funded decks came from teams with co-founders, not solo founders. This suggests investors are valuing collaboration, whether that means bringing on a co-founder, advisory partner, or simply building a strong support network.

Pitches from entrepreneurs over 40 are up 35%, challenging the stereotype that only younger founders get funded. This is encouraging news for more experienced business owners. Well-earned insight, network, and lived experience are real assets, and investors are starting to recognise that. 

The number of female-founded pitches has grown 45% overall. While there’s still progress to be made, this shift shows a clear desire for more diverse leadership in the startup space. 

Startups outside London are booming. This suggests that regional innovation is being taken seriously, and many investors are broadening their search across the UK.

Pitch submissions spike in January and September (+9% and +10%), likely because founders treat these months as natural fresh starts. If you’re planning to launch or pitch, aligning with these rhythms could put you in the best position.

Talking of timing, Tuesdays are your best bet. Pitches sent on a Tuesday are 18% more likely to get a follow-up than those sent on a Friday. It makes sense. Most people are more in work mode on a Tuesday versus a Friday, and investors are clearly no different. 

Fun fact: the shortest pitch deck was just three slides, and the longest was 127 — neither got funded. The takeaway? It’s not about how much you say, but how you say it. 

Ultimately, the report shows that investors are increasingly opting to back founders with experience, strong partnerships, and diverse backgrounds, not just flashy slides or trend-chasing. 

The venture capital situation today

While the report on pitch decks reveals plenty of positive trends, there’s a more worrying take on the state of venture capital today if we look at the bigger picture. 

Venture capital funding is on the decline, both in the UK and globally. Economic uncertainty, higher interest rates, and cautious investors have created a tighter funding environment. 

This has hit UK tech startups particularly hard, with high-profile examples like Deliveroo’s sale to DoorDash, highlighting how difficult it can be to scale on home soil.

Still, all is not lost. Investors may be more selective, but they haven’t lost faith in UK entrepreneurship. This shift could lead to more thoughtful, resilient businesses built on substance over hype.

On the topic of successful pitching, Mark Pearson, founder of Fuel Ventures, says: “Every pitch deck tells a story, some better than others. 

We’re fortunate to have a front-row seat to the ambition, creativity, and resilience amongst the next generation of entrepreneurs – it’s something that really doesn’t get old.”