How much should you use the AI features in your marketing & product messaging?

Is AI a real product differentiator?

As AI becomes increasingly common in business, its novelty as a differentiator is diminishing. Positioning a brand solely on AI can make it indistinguishable from others. Instead, the focus should be on the specific value AI adds, such as how it solves particular "Jobs to Be Done" and stands out from competitors. AI should be seen as a tool that enhances a product, not the core selling point. Brands need to clearly articulate who their product is for, what unique needs it meets, and how it differs from other options available to truly stand out.