Need to fix your GenAI messaging? Debunk the myths then present the facts

GenAI is currently facing some headwinds. CIOs are not convinced by the productivity benefits of their initial forays, and investors’ “expectations are beginning to temper“. According to Gartner, GenAI is “heading to the “trough of disillusionment.”[1]

Look beyond the commentators’ cries of “told you so.” Few can doubt that the technology’s long-term impact will be significant.

Marketers face an enormous challenge in demonstrating the wider value of AI (and GenAI in particular) as the hype has turned to distrust and even negative sentiments in some circles. Much of this negativity about AI comes from unrealistic expectations or a dread of overpromising.

As seasoned marketers, we believe it is important to avoid stretching what AI can do and be transparent about its current limitations. Clear communication about AI’s role as an enabler and not as a replacement for human intelligence can build trust in an audience.

For example, thought leadership and educational content help clarify and eliminate misconceptions about GenAI, steering the conversation away from the negative toward a greater understanding designed to unlock opportunities.

By taking a customer-centric, transparent, and results-driven approach, we effectively counteract the hype and suspicion surrounding GenAI, demonstrating its actual value in a way that builds credibility.

The GenAI hype bubble

With the hype bubble around GenAI and the wider set of AI technologies continuing to inflate, approaching the technology with a clear, strategic vision is more important than ever. Whether you’re leveraging AI products to benefit users, customers, businesses, or society, avoiding any “emperor’s new clothes” scenarios and focusing on tangible outcomes and real-world applications is critical.

The AI vista is evolving rapidly, with new advancements and features introduced regularly. Staying ahead and communicating these is clearly challenging.

In addition, many AI products have overlapping features, making differentiation problematic. The technical jargon employed can also sound similar, further confusing potential buyers. These are all hurdles that marketers need to overcome. So if you are working within an AI startup, or AI has been added to your existing technology, albeit a router, CX platform, or observability tool, here are six tips for grounding your AI marketing.

1. Breaking through the noise: It is not easy to spin technology that uses intelligence from the past to make decisions for the future. To address this, companies need to simplify their messaging, focusing on the business benefits rather than the technical details and emphasizing a commitment to ethical AI practices, data privacy, and security. Create content that is educational, demystifying the technology, and building trust.
2. Destroying the skeptical take on the AI revolution: The speed at which AI is being adopted is fostering uncertainty in some quarters. Skepticism circulates AI regarding data privacy, job displacement, fear of what is around the corner, and work overload. In a recent study, 96% of management had high expectations of AI enhancing productivity. However, 77% of employees said AI had added to their workload, and 47% said they did not know how to achieve expected productivity gains.[2] Be transparent about how AI works and what its expected benefits are. Showcasing real-world results and using testimonials and case studies are the way to build credibility.
3. Diffusing the job loss myth: There is a worry that AI will steal jobs. Gartner maintains that AI solutions will result in half a billion net new human jobs.[3] However, it isn’t enough to say that new jobs will be created or job retention improve. Marketing messages need to detail how. In network operations, for example, staff churn is high due to the laborious and repetitive nature of the work. AIOps can take over the tedious task of identifying faults so that staff can be engaged in higher-value work, develop their skills, and aid staff retention.
4. Maintaining the momentum: Gartner believes that GenAI may be falling into the “trough of disillusionment” in its Hype Cycle[4] as interest drops off and technology fails to deliver in some cases. To mature and flourish, it needs to prove its practical value. Marketing needs to highlight its solid and secure capabilities with quantifiable case studies that underscore ROI and, where in PoC, the pilot results.
5. Integration with existing infrastructure: Enterprises are worried about how easily AI products will integrate with their existing infrastructure and whether it will impact the status quo of their business processes. To overcome these concerns, marketing messages should feature how AI products can coexist alongside existing technologies. Look at co-marketing opportunities with partners to reinforce this. This needs to be backed up by marketing a positive learning environment where employees can make the most of new opportunities.
6. The complexity of compliance: Ethical concerns around AI, such as bias in algorithms and data privacy, can make potential customers nervous. In addition, we are seeing fast-moving regulatory waters as regulators rush to create a framework to ensure its safety. Marketing strategies need to be agile enough to adapt to new developments. At the same time, marketing teams must stay up-to-date with the latest developments to reflect this information.

In our world, humans and AI can collaborate

Marketing AI demands a spotlight on education, simplification, and trust-creation. By breaking down complex concepts, addressing concerns head-on, and offering tangible experiences, we can make the technology both accessible and appealing, ensuring your existing and new customers want to learn more.

Our team of experienced campaign planners and writers can articulate your AI strategy effectively and efficiently, making sure your message resonates. We combine AI’s analytical power with our writing team’s creative experience to create informative, educational, and engaging marketing content.

Let us help you tell your AI story in a way that captures attention and builds trust.

[1] Gartner Hype Circle for AI 2024  https://www.gartner.com/en/documents/5505695

[2] Upwork Study finds workloads rise with AI https://investors.upwork.com/news-releases/news-release-details/upwork-study-finds-employee-workloads-rising-despite-increased-c

[3] Gartner Ways to prepare for work in the AI age https://www.linkedin.com/posts/gartner_think-again-how-ai-unlocks-human-potential-activity-7117490604468543488-ms24/

[4] Fierce Network AI falls into trough of disillusionment https://www.fierce-network.com/cloud/generative-ai-hype-dying