Taming the Wild West of AI - How Product Marketers Can Cut Through the Hype of a “Useless” Buzzword

The "AI revolution" has been the talk of tech for the past few years, but we're now moving past the initial wave of excitement. Generative AI is no longer just a novelty; it's becoming an essential part of business strategies across industries. For product marketers, the challenge now is to cut through the noise of vague AI claims and create messaging that’s truly meaningful and value-driven.

In this article, I'll try to go beyond the overused “AI revolution” rhetoric to explore how product marketers can craft compelling, outcome-focused messaging that resonates with both internal and external stakeholders. Here’s how to position your product effectively in a landscape where AI has gone from a breakthrough to a baseline.

1. Define What AI Actually Means for Your Product

With AI integrated across so many products, the word itself has become so commonplace it’s almost meaningless. Simply calling your product “AI-powered” no longer impresses customers — they want to know what specific value AI brings.

If AI is just one of several tools enhancing your product’s functionality, there’s no need to rebrand your company as an "AI company." Instead, focus on the outcomes AI enables, such as faster insights or smarter recommendations. Use terms like “AI-enhanced” or “AI-enabled” sparingly and let the benefits speak for themselves.

Key takeaway: Make the benefits of AI clear and specific. Avoid generic claims that make your product sound like everyone else’s.

2. Tailor Your AI Messaging for Each Audience — and Know Their Incentives

The value of AI isn’t universal; different audiences care about it for different reasons. To make your messaging effective, focus on what each stakeholder group values:

• Customers & Sales Teams: They care about how AI impacts their experience. Highlight specific ways AI makes your product faster, more intuitive, or more effective.
• Executive Leadership & Boards: For them, AI is a strategic differentiator that can enhance market perception and even boost valuation. With market research showing that companies embracing AI can see a significant valuation boost, messaging around innovation and long-term impact matters here.
• Product & Engineering Teams: Avoid overselling. They need precise claims that align with what the product actually delivers.

By framing AI differently for each audience, you can highlight the benefits that matter most to them, making your message clearer and more impactful.

Key takeaway: Tailor your AI messaging based on each audience’s specific priorities to make it resonate more deeply.

3. Move Past the Hype – Specificity is Key

AI is everywhere, and vague claims won’t set you apart. Saying “Our product uses AI to improve efficiency” doesn’t tell anyone anything new; it’s the bare minimum expectation now. Instead, zoom in on the unique benefits your AI integration provides.

For instance:

• Generic: “Our platform uses AI to enhance productivity.”
• Specific: “Our platform leverages predictive AI models to identify high-priority tasks, helping teams focus on what drives results.”

Specificity brings clarity and authenticity to your messaging, allowing your product to stand out in the crowded AI space.

Key takeaway: Make your AI claims tangible and specific to avoid blending in with the hype.

4. Set Realistic Expectations — AI Isn’t Magic, and It’s Still Evolving

The promise of AI has moved from “disruptive innovation” to “expected feature,” but we’re still only scratching the surface of its potential. Generative AI and machine learning are powerful, but they’re still limited in scope. AI works well for specific tasks but isn’t a universal solution yet.

Think of AI today as comparable to the early days of social media. It’s a valuable tool with significant potential, but we’re still discovering how to use it most effectively. When positioning AI, make it clear that while it brings new capabilities, it isn’t a miracle worker. This will help set realistic expectations and avoid disappointment when it comes to product performance.

Key takeaway: Help audiences understand that AI is a powerful but still maturing tool, rather than overselling it as a solution to every problem.

5. Reinforce Your AI Claims with Data

Vague claims about AI can erode trust, especially if they’re not backed up with evidence. To bolster credibility, use data to support your AI messaging.

• Cite reputable sources like McKinsey & Company or Gartner to provide context on AI’s broader market impact.
• Use search trends from tools like Semrush to understand what customers are actively looking for in terms of AI functionality, and tailor your messaging accordingly.

Backing up your claims with data not only strengthens your narrative but also builds trust with audiences who need concrete proof of AI’s benefits.

Key takeaway: Incorporate data to reinforce your AI claims and appeal to skeptical audiences.

6. Get Hands-On with AI Tools to Inform Your Understanding

If you’re new to AI, firsthand experience with tools like ChatGPT can help you understand both the potential and the limitations of the technology. For product marketers, this hands-on experience allows you to talk about AI more credibly and avoid overpromising.

Experiment with AI tools to:

• Brainstorm and refine content ideas or value propositions.
• Test different language and see how AI models generate responses based on prompts.

Understanding AI’s strengths and weaknesses firsthand will help you shape realistic, informed messaging. AI literacy is quickly becoming an essential skill for product marketers, so a little hands-on experience goes a long way.

Key takeaway: Hands-on familiarity with AI tools makes your messaging more credible and informed.

7. Position AI as a Strategic Advantage, Not Just a Trend

AI is moving past the “novelty” phase; it’s becoming a strategic, long-term investment that adds measurable value. Instead of marketing AI as just another feature, integrate it into your product’s core value proposition.

For example, rather than saying “We use AI,” convey how AI fundamentally enhances the user experience. A better statement could be: “Our AI capabilities enable faster, more accurate insights, empowering customers to make smarter decisions in less time.” By making AI integral to your product’s mission, you communicate that it’s here to stay.

Key takeaway: Frame AI as a fundamental strength of your product, not a temporary or optional add-on.

Moving Beyond the AI “Revolution” with Strategic Messaging

We’re well past the initial “AI revolution” hype — today, generative AI is woven into the fabric of business strategy, and product marketers have a vital role in making its value clear. In this Wild West of AI, it’s no longer enough to simply shout “AI-powered.” You need messaging that’s specific, realistic, and grounded in outcomes that matter to your audience.

Define what AI actually means for your product, tailor your message for each audience, and avoid vague claims that are more hype than substance. By approaching AI messaging with purpose and clarity, you’ll build a brand that stands out in a crowded landscape — and lead your product into this next, more mature phase of AI.

Embrace the challenge and opportunity that AI brings, but remember: in this new frontier, only those who can cut through the noise will make a lasting impact.