Marketing AI? Start by Actually Using It

AI is the buzzword of the decade. But while every company claims to be “AI-powered,” very few know how to market it effectively.

Having spent nearly three years at a company ahead of the AI curve—with a strong use case—I’ve seen firsthand the difference between those who truly understand AI marketing and those who simply slap the label on a product and hope for the best.

The Challenge of AI Marketing: More Than Just a Buzzword

One of the most exciting projects I worked on was personalizing AI, ensuring users knew when AI was working and when it wasn’t. This strategy coincided with the release of OpenAI’s ChatGPT, and as an AI-forward company, we quickly integrated Generative AI capabilities into our product. While "release" may be a strong word, we went to market with it, later launching a legal Copilot—which was renamed multiple times.

Even for AI-native companies, the go-to-market (GTM) strategy for traditional AI (think IBM Watson, Microsoft Azure) differed significantly from that of Generative AI. The biggest shift? Users had direct access to the technology. This changed how we marketed AI and how users engaged with it.

AI Adoption: The Knowledge Gap Within Companies

The biggest challenge today is not whether AI can be useful—it clearly is. The real question is: Is your team using it?

After ChatGPT’s launch, I conducted training sessions to help teams understand Generative AI. Ironically, many of our customers—once considered late adopters—knew more about it than our marketing and sales teams. Bridging this gap was critical. Nobody wants to buy from a vendor who knows less about AI than they do.

AI Marketing: Separating the Experts from the Pretenders

The rush to market AI solutions has created a lot of noise. But real AI marketing starts with actually using AI. If you’re hiring someone to market AI, ask them this:

• How do you personally use AI in your workflow?

• What is your most unique AI use case, and how did it deliver value?

Understanding AI’s Capabilities (and Limitations)

Great AI marketers don’t promise magic. They educate customers about how AI enhances workflows, augments human decision-making, and creates efficiencies—without overpromising.

Messaging That Speaks to Outcomes

AI marketing is not about algorithms and jargon. It’s about impact. How does AI save time? Reduce errors? Improve accuracy? If a company leads with technology rather than outcomes, they likely don’t understand their audience.

Authenticity in Customer Stories

AI marketers who truly understand their craft don’t rely on vague testimonials. They highlight real customer success stories, with measurable business outcomes.

A Strong GTM Strategy Beyond ‘We Have AI’

Companies that get AI marketing right don’t treat AI as their sole differentiator. Instead, they weave AI into a broader GTM strategy that aligns with customer pain points, market needs, and competitive positioning.

AI Is Not the Product—It’s a Feature (and a Powerful One at That)

One of the biggest mistakes in AI marketing is treating AI as the product. AI is a powerful feature, but on its own, it’s not a value proposition. The value lies in what AI enables users to do—better, faster, and more efficiently.

The Future of AI Marketing: A Call for Clarity

As AI continues to evolve, so must AI marketing. The best AI companies will:

• Prioritize transparency about AI capabilities.

• Showcase real customer impact.

• Align AI with meaningful business outcomes.

• Market AI as an enabler, not a gimmick.

None of this is new. But what is different is the pace of AI innovation. The real question is: How do you keep up?

If you’re serious about getting AI marketing right, let’s talk. I’ve been in the trenches of AI marketing before it was trendy, and I know what actually works. Let’s cut through the noise and build AI messaging that resonates.