How to Talk About AI Without Sounding Like Every Other Company
When we look back at defining innovations and disruptive technologies from the past few years, artificial intelligence is undoubtedly one of the most powerful forces that comes to mind.
The rise of AI is unprecedented, which also means the market is growing immensely; it was valued at approximately $200 billion in 2023 and is expected to surpass $1.8 trillion by 2030 (Statista). But, as AI becomes more mainstream, so does the language used to describe it. Suddenly, standing out as a company that integrates AI has become a challenge; If every company is "revolutionizing the industry" with "cutting-edge solutions," how can you make sure you cut through the noise?
The key is to craft narratives that move beyond overused buzzwords and actually resonate with your audience. As a communications firm well-versed in messaging, we know how to frame these discussions better. Here’s how to talk about AI in a way that feels more engaging:
1. Ditch the Overused Buzzwords
Words such as “revolutionary”, “cutting-edge”, and “game-changing" get used so often that they lose their allure. While they may still be relevant in certain contexts, relying on them too much makes your messaging blend in rather than stand out. Sometimes, it can also give the impression that you're trying too hard to make things sound mystical and intriguing.
People don’t want to be swept up in vague, cloudy buzzwords. Instead, emphasize clear, specific descriptions of your AI’s function and why it matters.
For example: instead of saying: “Our AI tool is revolutionizing customer service,” say “Our AI assistant helps brands respond to customer issues 75% faster and 50% more accurate, improving customer satisfaction.”
2. Find the Balance Between Transparency and Technicality
At its core, AI can be complex. However, your audience should not need vast industry expertise to understand how your technology works. On the other hand, being too vague can make your claims seem unsubstantiated. The main goal in effective messaging is to explain your technology in a way that is informative, but still digestible.
Try to break down how your AI works in simpler terms, and avoid using technical jargon that may alienate the average reader from learning more.
3. Focus on the Human Element
One of the biggest criticisms of AI is its potential to replace human jobs. Even if you don’t share this concern, this fear cannot be ignored, or you risk coming across as tone-deaf. You may even trigger negative emotions in your audience, such as resentment. People don’t want to feel like they’re being replaced, and if you play into that fear, it makes them hesitant to engage with your brand.
Rather than presenting it as a replacement for human work, focus on how your AI tool complements and enhances it. You need to show that it’s there to make their lives easier- ultimately turning it into a positive aspect of life, not a threat.
While this article focuses on AI, similar guidelines apply to other industries, such as crypto, fintech, and more. Keep in mind, the key to effective messaging is finding ways to differentiate your brand while providing clear, tangible value.