This paper explores how AI startups articulate their value propositions—a critical element in defining and communicating value to customers. AI startups, in fact, struggle to align their technological capabilities with real market needs. Drawing on an exploratory multiple-case study of ten Italian AI startups, this research tries to investigate emerging patterns and main challenges AI startups face in articulating the value proposition. Preliminary findings reveal a fragmented landscape: while some startups adopt detailed use cases and visuals to support their claims, others rely on minimal communication and invite direct contact. Value propositions often emphasize efficiency and cost savings but lack quantification and substantiation. The study highlights the tension between technological sophistication and market clarity, especially in cross-industry applications. By focusing on how AI startups construct their value propositions, this research contributes to both AI entrepreneurship literature and broader discussions on value proposition strategy in emerging, high-tech markets.