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The label “artificial intelligence” has lost nothing in your advertising


It is used on anything that is not on the tree. The buzzword artificial intelligence is no longer as hoped. And can even be harmful.

It’s just everywhere: Every second digital solution that’s new to the market feels like it’s being advertised using artificial intelligence. KI will tell you which style of clothes suits you, translate your Christmas greetings to your Polish mother-in-law, create pictures of fictional cats and give you the optimal time to put the little one to bed . The fact that the product is not necessarily the best service is only known to a few marketing departments.

No question: Artificial intelligence is one of the most important technologies of the future. Their use is becoming increasingly important, their effects more profound. This can only be compared with major technological disruptions such as the establishment of the use of electricity 120 years ago. With that in mind, it’s understandable that startups, app developers, and businesses are all emphasizing their use of AI technologies wherever they can. Finally, in the past two or three years, politics has also recognized that artificial intelligence is a neat big deal, and states have laced billions of dollars worth of research and funding.

Artificial intelligence advertised where there is none

The label is popular: startups in the AI ​​sector receive between 15 and 50 percent more risk capital than other technology startups. It’s so attractive that those who do not even have a ticket want to jump on the AI ​​train. A study by venture capital firm MMC Ventures revealed that out of some 2,830 start-up companies that call themselves AI startups , only 1,580 earn that title. The rest do not use AI at all or only to a limited extent.

But if the word artificial intelligence is constantly put into the mouth, it wears off. It loses what distinguishes advertising: the special, outstanding. If everything is AI, then AI is a commonplace thing. No reason to emphasize it separately, especially for products where you already expect the AI ​​use anyway. Or would you recommend cell phones, lights, toasters that they run “with electricity”?

The customer does not want AI, but that things work

Marketing with the label of artificial intelligence can even be harmful. For most consumers, AI is just some technique that works invisibly in the background and you do not really know what it is doing. Somehow scary. It only has a lasting memory when the media reports that AI allegedly destroys jobs or that AI-controlled cars run over people.

Artificial intelligence is often met with mistrust. According to a study by the US software provider Pegasystems, only 30 percent of customers feel comfortable when interacting with an AI. “Our study found that only 25 percent of consumers trust an AI system decision more about their creditworthiness than a decision made by humans,” says Dr. Rob Walker, Vice President at Pegasystems. “Consumers probably prefer to talk to people because they have greater confidence in them. And because they believe that it is possible to influence the decision. “When it comes to a question about life and death, the respondents’ rejection of a decision by AI increases to 86 percent. And something should be praised?

The buzzword ” artificial intelligence ” is not needed for advertising purposes. There are only two types of customers anyway: the user is only interested in making something more reliable, faster, more precise, more efficient. How you accomplish this – whether with manual operation, artificial intelligence or photosynthesis – he does not really care. You do not need him with the keyword AI, he does not care. The analyst, on the other hand, wants to know it very well. Which tools, algorithms and systems are responsible for which effect? You also do not need him with the KI label. At best, the term is too vague, if not annoying.

Transparency creates trust

So get out of the marketing vocabulary. The fact that you delete the AI ​​term from advertising does not mean that you should hide it. He is a case for the product description, the details for the specs. If you want to know if something is “running with AI”, you should find the answer quite transparent. This is especially important where a communication partner or decision maker is possibly a human being, but possibly also an AI. As with chatbots. Worse than the latent rejection of an AI is the feeling of being fobbed off with an AI, where one actually expected a human being.

Shivam Singh
Founder of the TechGrits, has always looked at technology as a piece of knots. From an early age connected to the technological world, this is literally your dream job.

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