🗿 No one likes AI (people just use it)

GM. Was walking down 10th ave in NYC today and noticed a billboard from Asana, a tool I’ve used many times for many different projects and clients.

Asana: “The #1 Work Management Platform”.

I thought to myself, since when is Asana The #1 AI Work Management Platform?? I’ve always just thought of it as a project management tool that makes it easier to keep track of active projects.

In my view, marketers shouldn't mention AI in their advertising – unless they're a pure AI play. Even then, it depends.

I've yet to meet a single person who uses software because it's "AI-enabled". For something like Asana, humans (my preferred term for users/customers in this context) choose a project management tool because they're forced to by an employer or because it's useful.

In fact, The Journal of Hospitality Marketing & Management published a study this year showing that people are not only unmotivated by the use of AI in purchasing decisions, but they may actually be deterred by it.

The premise is simple – slapping "AI" on a product doesn't make it more appealing or relevant. Tools like Asana are valuable because they solve real problems for real people, not because they’re riding the latest tech buzzword.

Or you become an Oracle and just somehow convince employers to force it on their employees.

What do you think? Any examples of non-AI brands with marketing that actually gets AI right. Or mostly just noise? Hit reply and share your thoughts—I’d love to hear from you.

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