How to Reposition Into AI Without Sounding Forced, Late or Generic

By Cara Sloman 

 In the tech world, hype is perennially on tap – ready to be poured onto the latest hardware and software capabilities. I’ve been through the excitement of the dot-com boom (and then the bust), Web 2.0, big data, cloud computing, blockchain – if it’s tech; you name it, I’ve lived it.  

These days, of course, it’s all about AI, and I see companies make the same mistakes that were made with earlier hyped trends. Marketers position AI as the company’s differentiator, but without the results to back that up. 

For instance, a B2B solution rebrands itself as an “AI-powered productivity tool,” yet AI adds little to the tool’s previous capabilities. Marketing messages promise workflow transformation, but customers can barely tell the difference.  

Or a home appliance maker markets a new line of AI-enhanced dishwashers. These machines auto-adjust settings based on usage patterns – but consumers have seen this feature in some form or fashion for years.  

The brands that succeed offer differentiation and added value for the customer. Product features should align with that added value. Connecting AI features to a genuine and compelling customer benefit is how companies create lasting brands. 

The AI claims that cried “Wolf!”  

Customers and prospects have grown understandably cynical about marketing messages that focus on the latest trend rather than a clear value proposition. They are looking for more efficiency, cost savings, better outcomes, stronger growth or a better customer experience. These are the benefits that companies should be applying AI to. 

If everyone is special, then no one is special. Same thing with AI. Phrases like “AI-powered” and “AI-driven” can end up meaning nothing. If your company over-uses AI language but can’t actually deliver on it, a gap opens between your messaging’s promise and your customers experience. 

When this happens, you run the risk of being accused of “AI washing.” That means your company deceptively claims to use AI in your products or services but can’t back up those claims.  

The question is: does AI significantly change the customers experience or business outcome? If the answer is an honest yes, then AI belongs in your messaging. If not, hyping AI can cause mistrust. It can also dilute your differentiation.  

Buyers are not as concerned with the technology underlying a product as they are with what the product can do for them. That’s why the most compelling AI messaging is outcome-driven rather than technology-driven. The companies that stand apart are those that clearly describe 

how they use AI to address a specific customer pain point better, faster or in a way that wasn’t possible before.  

What’s the real story? 

A product’s story is downgraded when AI is the hero rather than the value proposition. The foundation of strong marketing messaging is the customer problem you solve and the outcome you deliver. AI is a supporting character in the story of how you deliver that value. 

A helpful way to test your messaging is to take out the word “AI”; does the message still contain a compelling customer benefit? If so, then your product and its messaging have a strong foundation. If not, your messaging needs more work.  

A trustworthy way to evolve your brand message 

Messaging must begin with the customer in mind. The most effective marketers know that customers are looking for solutions to their problems. That means marketing messages should focus on three questions: What has changed in our customers’ world? How are we uniquely helping them respond? What proof do we have that our approach is creating value? 

AI can be a powerful supporting character in your product’s story, but it should strengthen what makes the product unique rather than become its entire identity. The strongest brands use AI to reinforce their market position rather than chase a market trend. 

Articulate your AI advantage 

The opportunity inherent within AI is its ability to cause companies to reconsider the value proposition of their products and services. Companies that take this opportunity will think more deeply about how they operate, how they serve customers and where they can create new value. Credibility and innovation are the winning combination. Trust becomes a competitive advantage in the hype-ridden AI landscape. Companies and products that distinguish themselves will be those that do more than merely explain what their technology does; they articulate why it matters.