Whether it’s ChatGPT, Synthesia, Dall-E 2 or Midjourney, they all have one thing in common – they all use artificial intelligence (AI) as their main draw and output. It’s a fundamental part of their marketing strategy, and in the recent months of AI hype, they have become the staple of generating images, text, video and content at the click of a mouse.
But if you’re starting to branch into the world of AI products and services, is it wise to use that terminology in your marketing?
Here’s why you might want to switch out artificial intelligence for something else when talking about your product or service:
Artificial Intelligence can cause mistrust
At the launch of the Apple Vision Pro, it was noted by some that they avoided using any language related to artificial intelligence, rather opting for language around security, privacy and safety. It’s not that the technology isn’t used, it’s about making sure the narrative of their product feels safe and secure – not what usually comes to mind when you think of AI!
It’s often misused in conversation
The term artificial intelligence, or the acronym AI, is thrown around a lot, and oftentimes misused when applying it to technology that has nothing to do with it.
Siri, Apple’s assistant technology, isn’t artificial intelligence at all, but is programmed to answer questions in a certain way without making their own conclusions.
It’s everywhere at the moment
So, this might change, but AI is the buzzword of the moment. Almost every technology article online somehow relates back to it. If you want to stand out from the crowd, consider using other types of language and selling points to get your message across.
Once the dust settles and the world moves onto the next big thing, you’ll be able to stand out ahead of them as more established and can refer to artificial intelligence without becoming “yet another AI product”.
Overusing it can dilute its importance
Artificial intelligence is amazing, there’s no doubt about that, but if you’re continually using it as a ploy to get people to you, then you start to remove the importance of the feature. It can start to look gimmicky and affect your brand.
Consider focusing on other important features of your product and your business. Is it unique in any way? Lead with that – your audience and your brand will thank you for it later. Artificial intelligence shouldn’t be shied away from, but it shouldn’t be the only thing you talk about.
