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Key Takeaways AI is not a differentiator when every competitor claims the same thing — the differentiator is the specific customer outcome your technology makes possible.
Run the deletion test: if removing the word “AI” from your messaging leaves nothing compelling behind, the problem is your value proposition, not your marketing.
Business buzzwords come and go. Every decade has its defining buzzwords. The 1990s were about the dot-com boom and the rise of internet-enabled; the 2000s centered on Web 2.0. The 2010s focused on big data, cloud computing and digital transformation. The early 2020s shifted to blockchain and the metaverse. Today it’s AI.
Many companies are making the same mistake today that I’ve seen across previous business trends. The marketing positions AI as the company’s differentiator, masking the real value the business delivers. Here are a couple of examples.
A business software company rebrands its platform as an “AI-powered productivity solution,” but the product functions almost exactly as it did before. The AI capabilities generate summaries or suggest next steps. The messaging promises a new way of working, but the customer experience is lacking. These are helpful features, but not transformational in the customer experience or business outcome.
A home appliance manufacturer advertises a new line of AI-powered washing machines or refrigerators. The products automatically adjust settings based on usage patterns, but this is a feature consumers have seen in various forms for years. While AI may play a role behind the scenes, it’s not the reason most people buy a fridge. They buy it because it’s reliable, energy-efficient and easy to use.
Winning brands are built on purpose, differentiation and customer value. Product features should reinforce that story. The companies that create lasting brands connect innovation to a clear customer benefit.
The trouble with too much AI boasting
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