For established products that are integrating new AI capabilities, what are your best practices for weaving AI into the existing narrative without overwhelming the current user base, and how do you balance educating customers on new features while maintaining simplicity?

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3 Answers

Competitive Positioning AI and Product Marketing

Neel Patel

Anthropic Enterprise & Solutions Marketing • 1y

This is something I've been grappling with for some time too, but have learned a few best practices through trial and error (and seeing what resonates with customers): Speak to how AI supercharges your overall narrative/platform value: often times, we get caught up in launching new products and thinking about what makes them unique/different but instead, I'd focus on how does it amplify your existing product value. AI is a catalyst in many respects, so it should further demonstrate your establis ...Read More

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Kuber Sharma

UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 1mo

Neel and Paul both hit on something important: the narrative has to absorb AI, not be replaced by it. The principle I have found most reliable is this: before you introduce any AI claim, do a customer language audit of your existing user base. Pull 20 to 30 support tickets, renewal call transcripts, and QBR notes from customers who have been with you for 2 or more years. Look for how they describe the job your product already does for them. That language is your anchor. At UiPath, when we integr ...Read More

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Paul Rudwall

Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 2mo

There are actually three questions here. I'll focus mostly on how to weave AI into your existing narrative, before coming back to the others at the end. 1: Start with a narrative that's built to evolve: Whatever narrative you write should have enough staying power to evolve with your product (and its AI capabilities). Anchor it in the fundamental problems you solve and the principles of how you solve them and don't focus on features that may change quarter to quarter (or week to week if you're m ...Read More

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