How we have been talking about AI
In our B2B marketing work, AI is part of just about everything Lions are working on in 2023. Since ChatGPT erupted onto the scene, it is a mighty interesting time to do messaging when the market – as well internal strategic folks – needs to see AI in everything.
ChatGPT is getting all the press, but will that be the business and application that has the greatest impact on business tech? At least in our humble opinions, cooler stuff is going on with application-specific AI built on problem-specific training sifting through massive piles of noisy data and finding signals.
Generative AI built on large language models are sure getting a lot of attention and use, but how do we pivot that to talking about the cool stuff our clients do for B2B? While some of the business AI story is generative AI, some of it is other AI tools entirely.
We have been facing the challenge of communicating in this frenzy and wanted to share some insights we have come to. Here are two things we use to check ourselves: benefits and context. Surprise! They have always been keys to good marketing.
Talk about the impact
(as always, benefits)
This has never changed: we need to show value for an offering. An AI label slapped on to a product is not likely to turn heads when people need the thing to do a thing. So, try to work the language towards the benefit a user receives.
For example: “Get the right sandwich to the right customer with less staff effort using our predictive AI sandwich producer.”
Back up and describe what AI is
(as always, context)
Lion’s talk to a variety of audiences, some more technical and some more business-minded (and some that are both in one body!) but we always need to start with context. We are in a moment where saying “artificial intelligence” will not necessarily refer to what we need it to. So, we work at building context.
For example: “At the core of good AI applications for industry is good data to be used for training and good data for running the application. With a well-trained AI, results can transform business decision making.”
Our clients are busy developing game-changing tools that utilize machine learning and artificial intelligence. It is keeping us engaged working out how to message the wonder of it all in a way that turns heads and starts sales conversations. There is more to come as hype-cycles rise and fall. If you are looking at how to elevate your content in the shifting currents, reach out and let’s talk!