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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?
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.
AI is reshaping businesses across industries. Yet, as AI capabilities grow, so does consumer skepticism.
Recent studies paint a concerning picture:
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.
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.
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Instead of |
Try |
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Our solution optimises workflow efficiency. |
Our AI helps you finish reports in half the time. |
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Our AI leverages advanced algorithms to enhance performance. |
Our AI cuts down tedious tasks, so you can focus on what matters most. |
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.
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.
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.
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:
Use forums, comment sections, and or social media channels to give customers a chance to ask questions and provide feedback.
Visual content can clarify complex ideas and increase engagement by making the technology feel less abstract and more accessible.. Consider incorporating:
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.”
Avoid buzzwords and exaggerated claims. "AI-washing" - overused phrases and unrealistic promises only set you up for disappointment and erode trust.
Overused Buzzwords
Vague or Exaggerated Claims
Filler Words and Phrases
Technical or Impersonal Language
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.