Tech companies have been rushing to add “AI-powered” to their brand to exploit the industry’s hottest buzzword. But flooding the market with vague AI claims makes it hard to separate true innovation from empty hype. That said, some tech brands are rising above the market noise to spotlight the value of their AI-enhanced solutions.

AI Messaging in Action: A Strikeout and A Home Run

Let’s compare AI messaging from Informatica and AspenTech.

Informatica

Informatica’s messaging is a little convoluted and leans heavily on features (not benefits). Many cloud/SaaS companies touting AI fall into this category. Informatica begins its messaging by stating it provides the “only end-to-end AI-powered data management platform.” It then finishes its AI elevator pitch with a vague offer to “bring your data and AI to life.”

Takeaway: Informatica’s high-level AI messaging is thin on details and may make some potential buyers struggle to see the benefits of its added AI capabilities.

AspenTech

AspenTech, by contrast, provides clear, compelling AI messaging. The company spotlights how its “blend of domain expertise and data infrastructure delivers trusted results.” It then underscores its value proposition “to bring the power of AI to your teams, regardless of technical background.”

Takeaway: In addition to showcasing savings/ROI on its main AI webpage, AspenTech also provides additional details on its approach and benefits (e.g., guardrails and processes to ensure accurate, trusted results; and using simulated and actual industry data to get that insight).

AspenTech outlines user benefits and how it applies AI to its existing capabilities – providing clarity and differentiation while many of its B2B counterparts struggle to fine-tune their AI positioning.

How do you stand out when everyone is “AI-powered?” Showcase how you improved your core solution with AI to differentiate yourself.

How to Use AI Branding to Drive Clear Value

You know the AI hype cycle is in overdrive when new EPA Administrator Lee Zeldin touts AI as one of the agency’s five priorities. But using AI buzzwords didn’t distract two former Republican EPA Administrators from eviscerating Zeldin for his lack of environmental plans.

Similarly, just slapping “AI” on your B2B product/solution isn’t enough to lure customers. In fact, your AI branding may confuse prospects or make them incredulous about your new claims. Successful B2B tech companies that explain the combined benefits of their core solution and AI are well-positioned to stand out from competitors.