AI in Branding: Moving Beyond the Buzz

Too many brands are missing the mark in the push to stay relevant. And it’s no surprise. The hype around AI is loud, complex, and often intimidating, even for the people selling it. But for brands to lead in this space, they need to take a step back. They need to stop shouting “AI!” and start answering a simple question: How does this help my customers?

Let’s look at Notion, Notion, the all-in-one workspace known for its seamless integration of note-taking, project management, and collaboration. They didn’t slap an “AI-powered” label across their product and call it a day. Instead, they told users something simple: “Talk to your notes.”

That’s the value proposition in a nutshell. It’s not about the flashy tech but what the technology enables. Notion makes a daunting concept like AI feel approachable, even obvious. They’ve quietly taken something cutting-edge and made it a natural extension of how we already work.

This is where brands need to aim: making AI feel less like a novelty and more like a necessity, not by over-explaining or over-hyping but by showing customers how it fits into their world and makes it better.

The brands that thrive in this new AI landscape will be the ones that resist the temptation to overcomplicate or overpromise. Instead, they’ll focus on the fundamentals:

• Trust. Don’t over-inflate what AI can do. Show customers the real value, not some sci-fi fantasy.

• Clarity. Avoid the jargon. Speak in terms your customers understand, connecting AI’s capabilities to their needs.

• Relevance. Make it about your customer. If your AI solves a problem or makes life easier, that’s what your message should highlight.

Using AI as a badge of innovation is tempting—something to attract headlines or investors. But buzz fades fast, especially when not backed up by substance. What lasts is the trust and connection you build by keeping things grounded in what matters most to your customers.

As AI becomes an expected part of our digital lives, the novelty of “AI-powered” will wear off. Soon, customers won’t care that you use AI; they’ll care how it makes their experience better.

This shift will challenge brands to lead with purpose and deliver value in ways that feel human, not robotic. The focus needs to be on the outcome, not the technology. AI should fade into the background, quietly powering experiences that feel intuitive and natural.

For brands willing to think critically about their messaging, the opportunity is enormous. AI is no longer a differentiator on its own—it’s a tool. And like any tool, its value lies in how you use it to solve real problems for real people.

So, instead of asking, How can we sell AI? the question should be, How can we help our customers in ways that happen to use AI?

It’s a subtle shift but an important one. Because, at the end of the day, it’s not about the technology you use. It’s about the difference you make.