How do you think about messaging AI technology, considering that everything is now AI-powered?

Answer

4 Answers

AI and Product Marketing

Gray Hardell

Iterable VP Product Marketing & GTM Strategy • 9mo

I think we can all agree that every tech company is leaning heavy on AI within their messaging, and to a degree they have to - at least right now. I do not believe it will be that way in the next 3-5 years, there will likely be a new term. A lot of the hype words are more about entering the consideration set. I think soon (especially in B2B), it will be assumed there is AI within the offering.

644 Views
Vikas Bhagat

Lovable Head of Product Marketing • 9mo

I think the key approach when messaging AI tech is really focusing on the root problem you are solving for your customers. Yes, the technology matters and you need to be able to get to specifics with regards to technical details, differentiation, etc but the real key is around the solutions you are providing for your customers. You need to speak their language. Here are some frameworks we've found helpful at Webflow: Lead with the job-to-be-done. Name the task and the right to win: speed, qualit ...Read More

2,602 Views
Kuber Sharma

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

Gray, Vikas, and Dee are all pointing at the same thing: the claim "AI-powered" has become meaningless as a differentiator. The follow-up question is what you do instead. The approach I use is specificity as the differentiator. When every vendor in your category is running the same AI claim, differentiation lives in the mechanism and the proof, not the label. Not "AI-powered workflows." Instead: "AI that compresses a 3-day competitive analysis to 4 hours, measured across enterprise PMM teams." O ...Read More

673 Views
Dee Johns

Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 4mo

When everything is “AI-powered”, I try to treat AI as a means, not the message. In practice, that means: Starting with the problem that already exists without AI. If you remove the word “AI” and the message falls apart, it’s not ready yet. Being clear about where AI shows up in the workflow and where it doesn’t. Buyers are sceptical now – vague claims create more friction than excitement. Talking about outcomes people recognise from their day-to-day work, not abstract intelligence. Less “powered ...Read More

199 Views