As we enter the first stages of the Fourth Industrial Revolution, a whole new sea of buzzwords has emerged: IoT, Big Data, virtual reality, 5G, Blockchain, cryptocurrency, machine learning, deep learning and others have crept outside of the scope of the technology realm and into daily life. But the biggest one of all isn’t on the list above.
Although it has been around for years in various stages and has been featured in movies and TV shows over the past two decades (think The Terminator, The Matrix, Westworld, A.I.), artificial intelligence (AI) is recently dominating headlines. That’s causing many companies to jump on the bandwagon and use the term in their marketing strategies. And that makes it harder for companies with pure-play AI solutions to stand out.
As the publication AI Business puts it, vendors must “develop solutions that go beyond paying lip service to AI because it sounds smart, or is part of the language the competition is using.” The same can be said for marketing: Companies must tell stories about those products and solutions that go beyond paying lip service to AI and show customers why they should be doing business with them.
What does today’s AI look like?
Through AI, we can create machines that perform tasks much faster than humans, and at some point—when they have learned human behavior—can replace humans completely. The two biggest components of AI in use today are machine learning and deep learning (machines get smarter as they learn more) and natural language processing (the ability to “read” the human language and process it. Think chatbots and virtual assistants).
AI has already disrupted several industries and we have only scratched the surface of what’s in store in the future. Perhaps the best example comes from how an automotive assembly line runs and how it has changed over the last decade (far fewer humans and more robotics). Expect that level of disruption in many more industries over the next few years.
How can my company stand out?
The good news is that if your company is part of the AI industry, it’s likely that your products and solutions are in-demand—or soon will be. But now for the hard part: letting customers and potential customers know exactly what you have to offer and the difference you can make in the success and growth of their businesses.
In a crowded market, it’s all the more difficult to convey your Positioning and Messaging. You must think carefully about what you want to say and how you can show that your company is different from a sea of seemingly alike companies. Or those companies making AI claims to get on the bandwagon. There are buyers out there who are looking for your product, solution and expertise, but because of the industry noise about AI, it may be harder to find you.
Here are some ways to break though that noise and show the value of what your company can bring to your potential customers:
More than a buzzword
AI is not a meaningless buzzword, but it has become a bandwagon for any company looking to capitalized on the industry’s latest “trend.” The pace at which the market is moving is creating even more of an industry fervor.
Although the AI market can be a bit daunting, everyone is looking for some help in understanding what is out there. By clarifying your Positioning and Messaging, conducting unique research, establishing a strong Content Marketing program, developing a winning Public Relations program and focusing on existing customers as well as prospective ones, you’ll be well on your way to standing out in a sea of AI noise.
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