How to Market AI Without Sounding Like a Robot

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Let's face it – talking about AI can feel like walking a tightrope. While artificial intelligence is reshaping businesses at an unprecedented pace, many people still approach AI products with a mix of curiosity and caution.

And if you're marketing an AI solution, you're probably familiar with the challenge: How do you convey the genuine value of your product without sounding like either a robot or a hype machine?

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The stakes are significant. Recent studies show that 72% of consumers trust companies less than they did a year ago, and nearly half are hesitant to embrace AI-enabled products. But here's the encouraging part: when companies communicate about AI in a clear, authentic way, they can transform skepticism into genuine interest and trust.

This guide will show you practical strategies to cut through the noise and connect with your audience meaningfully. Drawing from real-world success stories, we'll explore how to make your AI marketing more human, more relatable, and ultimately more effective.

Why This Matters

AI is reshaping businesses across industries. Yet, as AI capabilities grow, so does consumer skepticism. 

Recent studies paint a concerning picture:

• 72% of consumers trust companies less than they did a year ago.
• 60% of consumers believe that advances in AI make trust even more important.
• 65% feel companies are reckless with customer data.
• 49% of consumers are unlikely to consider purchasing AI-enabled products.
• 63% have ethical concerns about AI use in customer communications.

These numbers highlight a disconnect between AI’s potential and public perception. While companies are eager to adopt AI, many consumers remain wary of its impact. Over-promising and relying too much on automation in marketing can exacerbate this issue. 

Clearly, there's work to be done in building trust and excitement around AI. Here's how to bridge this gap.

Speak Human, Not Robot

When marketing AI, ditch the jargon and aim for a conversational tone. Think about explaining your product to a friend or colleague—this makes your message more accessible and relatable. Use the active voice, vary sentence length, and avoid long-winded or overly technical descriptions.

Your audience is made up of real people, so speak to them in a way that feels natural. Add a touch of humour where it fits, share personal stories, and encourage feedback.

Use Stories, Not Specs

Storytelling makes complex AI concepts easier to understand and far more engaging. People connect with stories, not technical specs. Share success stories and testimonials that demonstrate how your AI makes a real difference.

Beyond Better Foods, for instance, leveraged Slack AI to enhance team productivity through features like advanced search and automated thread summaries. When the team needed details from a six-month-old order, instead of scrolling endlessly, they simply asked, "What was the configuration of the order placed on January 15, 2024?" Slack AI quickly provided the exact information they needed.

Slack doesn’t bog users down with tech specs—they use real-world examples and customer stories to showcase the practical, tangible outcomes their product delivers.

Empower, Don't Replace

Position AI as a trusted sidekick that amplifies human skills and creativity, rather than a replacement for them.

Use visuals that depict people collaborating with AI tools, not robots taking over. Choose phrases like "AI-assisted" or "AI-enhanced" to emphasise partnership, not competition. Share success stories of employees who’ve used AI to elevate their work, streamline tasks, or advance their careers.

When promoting an AI-driven analytics tool, focus on how it empowers marketers to make smarter, data-informed decisions. Showcase how AI takes care of repetitive tasks, allowing people to dedicate their time to strategic thinking and creative innovation.

Educate to Bridge the AI Literacy Gap

One of the biggest challenges in marketing AI is the knowledge gap between developers and their audience. AI builders are often deeply familiar with their products, but their customers might not have the same understanding. To bridge this gap, educational content that clarifies AI processes and makes it more accessible to your audience is key.  

Think:

• Blog posts
• Explainer videos
• FAQs
• Tutorials
• Live Q&A sessions
• Interactive tools.

Use forums, comment sections, and or social media channels to give customers a chance to ask questions and provide feedback.

Use Visual Aids

Visual content can clarify complex ideas and increase engagement by making the technology feel less abstract and more accessible.. Consider incorporating:

• Infographics: Simplify AI processes or present data in a visually appealing way.
• Explainer videos: Showcase your AI in action through short, informative clips.
• Interactive content: Let users experience your AI firsthand with quizzes or tools.

Be Honest About What AI Can (and Can't) Do

Transparency is key to building trust. Clearly explain what your AI can do and where human oversight still plays a crucial role. This honesty helps set realistic expectations.

Instead of exaggerating capabilities, focus on specific, measurable benefits, for example, “Our AI reduces data entry errors by 37%, saving an average of 5 hours per week.”

Words to Watch Out For

Avoid buzzwords and exaggerated claims. "AI-washing" - overused phrases and unrealistic promises only set you up for disappointment and erode trust.

Overused Buzzwords

• Delve: This word has become a red flag for AI-generated content.
• Tapestry: Often used as a metaphor, it's frequently overused by AI.
• In today's ever-evolving world: A cliché phrase that adds little value.
• It's important to note: A filler phrase that can be replaced with more concise alternatives.
• Cutting-edge: While once popular, it's now seen as an AI indicator.
• Revolutionary: Often used to describe products that aren't truly innovative.
• Game-changing: Similar to "revolutionary," it's overused and vague.

Vague or Exaggerated Claims

• On autopilot and Do x without lifting a finger: These phrases suggest complete automation, which is rarely the case. 
• World's best: Making such exaggerated claims can undermine trust.
• Guaranteed results: This can set unrealistic expectations.
• Innovative: Often used without substantiation.
• Unique: Overused to the point of losing meaning.
• No more xxx: This absolute claim is risky, as it's unlikely that any tool can completely eliminate a problem or task.
• Blazingly fast: This vague phrase doesn't provide concrete information about performance.
• A data analytics revolution: Such sweeping claims are often unsubstantiated and can be seen as hype.
• Most advanced: Without specific metrics or comparisons, this claim is meaningless and potentially false.

Filler Words and Phrases

• Generally: Sounds insecure and lacks specificity.
• Think outside the box: A tired phrase that's lost its impact.
• Best of both worlds: Vague and overused.
• All-in-one: This suggests a comprehensive solution, which may oversimplify complex business needs and overlook the nuances of different use cases.

Technical or Impersonal Language

• Enable: Often appears in wordy sentences and can usually be removed.
• Deliver: A mechanical way of saying "provide" or "create".
• Seamless: Overused in describing user experiences.
• State-of-the-art: Similar to "cutting-edge," it's become a cliché.

Wrapping Up

Marketing AI doesn’t have to be complicated. By focusing on clear, honest, and relatable communication, you can build trust and excitement around your AI products. Remember, people want to know how AI will help them—not how it works under the hood.

So, next time you write about your AI product, ask yourself: “Would this make sense to my non-tech-savvy friend?” If the answer is yes, you’re on the right track.

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