Own a specific use case, a specific buyer, and a specific outcome. 'AI-powered' is not a positioning claim — it describes a technology, not a benefit. The brand brief that works starts from the buyer's specific situation: what are they trying to stop worrying about, what workflow changes for them, what outcome is measurably different. The more specific the positioning, the more credible the brand — because specificity signals the company has actually delivered the outcome, not just claimed it can.
