As AI becomes as common as Wi-Fi in the tech world, it’s time for startups to rethink their marketing strategy. For a while, the shiny label of “AI-powered” was enough to attract attention and drive hype. But now, AI is no longer the differentiator it used to be. In fact, new research published in the Journal of Hospitality Marketing & Management, shows that consumers aren’t as enchanted by the term “AI” as marketers might hope—sometimes, it even turns them off. So, should businesses drop “AI” from their tagline? Here’s why taking a step back from AI-heavy messaging could help you reach customers on a more meaningful level.
1. “AI” Isn’t a Magic Word Anymore
AI has become widespread. It’s in our smartphones, in search engines, and even in our refrigerators. Consumers now see AI as a standard feature rather than a groundbreaking technology. In a competitive market, merely adding “AI” to your pitch doesn’t set you apart from the competition.
Instead, think about what really sets you apart. Is it a uniquely smooth user experience? A clever solution to a common problem? Focus on these aspects rather than the technology itself. AI might be a part of your product, but it doesn’t have to be the story.
Branding takeaway: Lead with the real value you’re delivering—talk up the transformation, not the tool.
2. Trust is Key: AI Can Create Distance
Consumers are increasingly sceptical about AI, especially in high-stakes categories like health, finance, and electronics. Cicek, M., Gursoy, D., & Lu, L. article on the subject shows that including “AI” in a product description can lower emotional trust and, in turn, decrease purchase intentions. Why? AI can feel impersonal, and many users still harbour fears about privacy, control, and even ethics in AI applications.
Instead of highlighting the AI, use human-centred language to build trust. Focus on benefits like convenience, reliability, and simplicity—qualities people appreciate and easily relate to. For instance, rather than saying, “AI-powered support,” you could try “Instant help whenever you need it.”
Branding takeaway: Craft your message around safety, transparency, and ease of use to build emotional trust.
3. Ditch the Buzzword for a Delightful Experience
When people are overly aware of the technology behind a product, it can sometimes overshadow the experience itself. You can allow customers to be surprised and delighted by how intuitive and seamless your product is by stripping away the emphasis on AI . This shift in focus lets users enjoy the “magic” of a helpful product without feeling the weight of the tech. Just think about how often we get “wowed” by software that simply works—no need to talk about the tech; the experience speaks for itself.
For example, if your app uses AI to offer restaurant recommendations, skip the tech talk and instead highlight the perfectly tailored results users can expect. Imagine a tagline like “Dinner options that fit you like a glove” over “AI-powered meal suggestions.” Which one would make you more curious?
Branding takeaway: Let the experience itself be magical by downplaying the tech and amplifying the fun.
4. Reinforce Practical Benefits Over “Smart” Features
Many consumers care more about what a product does than how it does it. According to a CNET survey, most smartphone users still prioritise basics like battery life and camera quality over fancy AI features. They want solutions to everyday problems, not a deep dive into tech they might not fully understand or trust.
In practice, this means that if your product improves productivity, helps save time, or boosts enjoyment, these are the elements to showcase. The term “AI” is secondary to the clear, relatable benefit of your product.
Branding takeaway: Stick to clear, relatable benefits, and avoid unnecessary jargon. It’s about making lives easier, not fancier.
5. Rethink the Role of AI in Your Brand
Overuse of “AI” in branding can even dilute a brand’s impact. AI might be a vital part of your product’s engine, but it doesn’t need to be the headline. A smart reframe allows people to see your brand’s purpose, with AI as an enabling technology rather than the centrepiece.
Consider using softer language or alternative phrasing that suggests intelligence without focusing on AI. Words like “smart,” “intuitive,” or “adaptive” can imply advanced tech without the “AI” label. If you feel AI is essential to mention, make it a footnote, not the opening act.
Branding takeaway: Position AI as the supporting cast, not the star of the show, so your brand message shines.
6. Reconsidering the .AI Domain: Risks and Realities
Using a .AI domain might seem like a clever nod to artificial intelligence, but it comes with some unique risks. For one, .AI is actually the country code for Anguilla, a small island nation in the Caribbean. This association might not seem problematic initially, but recent events surrounding the popular .io domain show that relying on country code domains can carry significant risks.
In the case of .io, a similar country code domain representing the British Indian Ocean Territory, control over the Chagos Islands (the region where .io originates) has shifted, raising concerns for businesses built on this extension. As covered in our article, these changes have left companies questioning the stability and long-term viability of .io domains. Should similar issues arise with .ai, businesses could face unexpected disruptions or rebranding challenges.
Branding takeaway: While a .ai domain might seem trendy, it’s wise to weigh the potential instability of country code extensions. For long-term brand security, Exact Brand Match (EBM) domains remain the most stable and globally trusted choice.
Final Thoughts: Lead with Purpose, Not the Tech
As consumer attitudes toward AI continue to evolve, brands that choose to move away from highlighting it can build stronger connections. You’ll resonate with users on a personal level, building trust and excitement by focusing on your product’s tangible, delightful, and practical benefits.
The next time you craft your pitch, remember: it’s not about what’s behind the curtain; it’s about the wonder onstage. Let your product’s impact speak for itself—and keep AI as your secret ingredient.
Whether you’re a small business owner or a large corporation, a strong domain name can help boost your brand and increase your online presence. If you’re ready to take the next step, contact us to learn more about our domain name options and how they can benefit your business.
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