AI is the future! Our AI is going to revolutionize everything! Yeah, we know—so will everyone else’s. In the last two years, it seems every company has tried to capitalize on this new gold rush by promoting their AI capabilities or integrations. (Think about how many “check out our new AI” emails you’ve received.) But is this new tactic a wise move?

Although there may be legitimate reasons to promote yourself as an AI-driven brand, too many companies are engaging in AI washing in an attempt to stay relevant in the market. This strategy can be ineffective at best and dangerous at worst. So how do you market your AI products without dipping into AI-washing territory?

First, let’s talk about this growing trend.

What Is AI Washing?

Similar to other “washing” practices (e.g., greenwashing), AI washing is the practice of overstating or misrepresenting your AI pedigree to attract more clout among consumers. Not only is this practice deceptive but it can be incredibly damaging to your brand–and how people perceive your company. 

Why Is AI Washing a Problem?

Marketing as an AI company isn’t inherently problematic, but putting AI at the forefront can be tricky and potentially short-sighted for several reasons.

1) Tying your success to AI as a differentiator isn’t all that different.

As more companies attempt to hang their hats on AI to differentiate (which is already happening everywhere you look), following suit can have a negative effect. If your competitors are all doing something one way, copying them will make it increasingly difficult to stand out.

2) Over-emphasizing your AI is not sustainable.

At this point in the hype cycle—especially for most software companies—customers already expect some degree of AI to be baked into the product cake. It’s like cloud computing; people just expect it now. Now, if you’re a GenAI company, then AI is naturally at the core of your offering. But if your product’s features are not truly AI-driven, or they’re not truly groundbreaking, you can seriously hurt your credibility. Worse yet, the proliferation of “AI wrapper” models has conditioned the market to immediately react to AI claims with some skepticism. Whether you’re over-emphasizing capabilities or unintentionally misleading people, once found out you will look desperate and break any trust you’ve built with your customers.

3) Overfocusing on AI is feature-level.

Most marketers have heard the adage “focus on value, not price.” To do this well, you need to focus on the customer problems your company solves—and the promise of how you will make their lives better. When you promote feature-level benefits, you distract from your customer’s desired future state, making your message weaker and more myopic. Remember that people don’t buy a product because of the product itself—they buy some combination of its outcomes and how it makes them feel.

But does that mean you can’t feature AI in your marketing? No. You just need to be intentional so you don’t fall into the AI-washing trap. These are the key ways to do that.

1) Be honest about how AI fits into your product. 

People are smart, and they don’t like companies making exaggerated claims, especially when highlighting features that have become table stakes. You may include AI in the conversation, but think critically about how you’re framing it. 

• Be specific with your language. Words like “AI-powered” or “AI-driven” are vague and unsubstantive—they sound like default jargon. Use simple language to clearly and succinctly explain how AI is integrated with your product. 
• Set expectations. How, where, and when will AI be used? Clearly say that. 

Even better, don’t just tell people how it’s used—show it. Case studies and well-crafted product explainers featuring real UI are some of the most compelling ways to demonstrate the true value of your AI.

2) Prioritize ethical AI usage.

Although AI may be a selling point for some, a number of companies forbid its use due to accuracy and security concerns. This is another risk in leading with your AI-driven tech; you may be unknowingly alienating customers who could otherwise benefit from your product. 

• Highlight the safeguards you’ve put in place. For example, if you regularly audit AI for bias, talk about why inclusivity is a core value. Or if you have a 24-hour team that can respond to AI product issues, complaints, or feedback, make that clear from the jump.
• Share what you’re doing with data. If your AI has access to customer data, highlight the ways people can opt in or out to give them more control over how their data is used.
  
• Bolster your sales enablement content. Security leaders at your target companies may not be the primary buyers, but they will typically have a critical say in whether or not the purchase is made. Be sure to have security questions answered in pitch decks, product demo scripts, and one-sheeters so your sales reps can get ahead of these tricky questions.

If AI is a significant part of your brand ethos, you may also use places like your About page to further elaborate on your perspective and philosophy.  

3) Keep the focus on your humanity and, more importantly, your customer. 

Some people may still be dazzled by AI talk, but others may be skeptical, or just simply tired of hearing about it. Remember that AI is a tool for humans, so keep the focus on how AI helps your customers’ lives.

• Highlight the benefits. Talk about the tedious tasks AI takes over so that your customers can focus on what matters to them. 
• Offer a peek behind the curtain. Tell more human-centric stories that spotlight the customers you’ve helped with your product. This helps humanize your brand while celebrating the very real people your tech has helped. Again, this takes the focus off the tech and highlights the value you provide to people. 

Also, a reminder that no matter how innovative your brand is, people still want to know what you care about and stand for. Find out how to turn your brand values into compelling content that makes people want to know more about what you do. 

How to Shape Your Messaging Going Forward

AI may be a selling point for now, but true brand-building is shaped by the way you show up in the world and by the stories customers tell themselves about your brand. You can influence people’s perception of your brand through marketing, but you can only do this successfully if you have true clarity about who you’re for and how you help them. 

• Make sure the core of your brand identity is solid. Trends, tactics, and strategies may change, but the elements of your brand foundation should be rock-steady. Find out what it takes to build a strong brand that lasts. 
• Educate, but don’t overwhelm. Too many brands are pumping out an overwhelming amount of content that isn’t very good. If you’re trying to educate your audience about your AI developments, be mindful of how you’re presenting that information. Talk to their level of understanding, use clear language, and break down complex subjects into more digestible content. 
• Repeat, repeat, repeat. Consistency is the key to telling a good brand story, so tell that story everywhere, all the time. Audit every key point in your buyer journey and think about creative ways to reinforce your story through those touchpoints. 

Remember: There will always be some new trend on the horizon, but the companies that win long-term always keep their audience’s needs front and center. Focus on providing value to your customers, enhancing their lives, and demonstrating the ways you do that over and over and over again. That’s the best way to build and market a winning brand.