In today’s tech-driven world, companies are rushing to integrate AI into their products, hoping that the allure of artificial intelligence will be the key to unlocking sales. But as businesses across industries, from SaaS to consumer goods, jump on the AI bandwagon, we’re left with an important question: Is simply saying a product is AI-powered enough to make it sell?
At Pinpoint Product Marketing, we’ve seen this question surface time and again with clients looking to differentiate themselves in competitive markets. While AI might get people talking, the truth is that marketing AI effectively requires more than just flashing the acronym on your product label. It requires substance, clarity, and, most importantly, a focus on the value it brings to the customer.
The Appeal of AI – But Is It Enough?
There’s no doubt that AI has become a powerful selling point. A product that boasts AI capabilities can seem futuristic, intelligent, and, in some cases, revolutionary. But as AI becomes more of a standard feature, especially in the European tech landscape, buyers have started asking tougher questions:
- How does this AI solve my problem?
- Is it really better than the alternative?
- Can I trust the AI to do what it promises?
Let’s face it. AI alone won’t seal the deal. What customers really want to know is how the AI will make their life easier or their business more efficient. And unless you can communicate that clearly, you risk getting lost in a sea of AI hype.
European Successes: AI Done Right
Several companies in Europe have managed to effectively communicate the value of their AI-powered products. They go beyond the buzzword and focus on delivering a real-world impact that customers can grasp.
- DeepL (Germany)
DeepL, the German-based AI-powered translation service, has successfully established itself as a reliable alternative to Google Translate. What makes DeepL’s messaging so effective is that it highlights AI’s ability to produce better translations. Instead of just mentioning “AI,” they demonstrate how their AI technology surpasses competitors in quality and accuracy. European customers, particularly in multilingual regions like Germany, Switzerland, and Belgium, respond to this clear and tangible benefit—better communication across languages. - BlaBlaCar (France)
BlaBlaCar, the French long-distance carpooling company, leverages AI to optimize ride-sharing matches between drivers and passengers. But their marketing doesn’t stop at saying “we use AI.” They focus on how AI improves the user experience, helping travelers find the best matches based on route, timing, and user preferences. This practical application of AI speaks directly to European customers who are looking for more sustainable, cost-effective, and convenient ways to travel.
These companies don’t just sell AI; they sell the outcome it enables.
The Pitfall of AI for AI’s Sake
Not every product boasting AI has been so lucky. Too often, companies lean heavily on the AI label without demonstrating a compelling reason for consumers to care.
Take the example of Anki’s Cozmo robot, which was popular in both Europe and the US. Anki marketed Cozmo as an AI-driven, interactive toy. But while it piqued interest initially, the practical value of its AI was limited to novelty. It didn’t take long for people to ask, “What else can it do?” Without a clear answer, the excitement fizzled, and Anki ended up shutting down operations.
Why AI Isn’t a One-Size-Fits-All Solution
So why isn’t “AI-powered” enough to drive long-term success? At Pinpoint, we believe the answer lies in consumer expectations and market saturation.
Firstly, AI is no longer a differentiator. In Europe especially, where tech-savvy buyers are used to hearing about AI in everything from banking apps to smart home devices, the novelty has worn off. Consumers have become more discerning, seeking products that deliver clear, tangible benefits rather than flashy claims.
Secondly, AI brings skepticism. European consumers are cautious about data privacy and ethical concerns tied to AI. In the EU, strict regulations like the GDPR have made buyers more aware of how their data is used, and this extends to AI technologies. If your messaging doesn’t address these concerns, you risk losing trust before you even get started.
Moving Beyond the AI Buzzword
At Pinpoint Product Marketing, we’ve seen firsthand how effective messaging can make or break a product launch. AI can certainly be a powerful asset, but only if you’re able to communicate its value in a way that resonates with your audience. Here are a few strategies that can help:
- Show, Don’t Tell: Like DeepL and BlaBlaCar, focus on how AI improves the customer experience or solves a specific problem. Instead of just saying “we use AI,” explain how it helps your customers save time, reduce costs, or achieve a better outcome.
- Address the Concerns: Particularly in Europe, where consumer trust is paramount, be transparent about how your AI works and how it handles data. Demonstrating ethical use can build confidence in your brand.
- Cut Through the Noise: AI is everywhere now, so your marketing needs to go deeper. Instead of relying on buzzwords, differentiate by providing use cases, success stories, or examples that showcase the practical benefits of your AI-powered product.
The Bottom Line
At the end of the day, AI is just one part of the puzzle. Yes, it’s a powerful technology, but to truly resonate with your audience, you need to show how it will make their life easier, their business more efficient, or their decisions smarter. This is where Pinpoint Product Marketing can help. We work with businesses across Europe to refine their messaging and ensure that complex technologies like AI are communicated in a way that cuts through the noise and delivers results.
If you’re ready to move beyond the buzzword and want to ensure your product’s AI capabilities are marketed effectively, let’s talk. Reach out to us at pinpoint.dk, and let’s make sure your AI message hits the mark.