Stop Using "AI" as Your Brand Crutch: It’s Not a Differentiator

Let’s face it — AI is everywhere. Scroll through LinkedIn or any tech-focused website, and what do you see? "We have AI!" It’s become the new buzzword in B2B SaaS, and frankly, it's gotten boring. And guess what? Your buyers feel the same way.

In fact, I’ve had salespeople, product folks, and operations teams tell me this week: “It’s just AI, AI, AI everywhere…” And they’re right. It’s everywhere. Every company is touting its AI solutions, whether they’re true AI products or just bolted-on features.

Screen Shot of your current LinkedIn feed...

I'm sorry but: AI is now table stakes.

If you're still relying on "We have AI" to stand out in the market, you're missing the point. In fact, it’s probably starting to hurt you.

Buyers are seeing this “AI everywhere” flood and thinking, “How do I tell the difference? What actually matters here?”

It’s a sea of sameness, and as marketers, we’ve created this mess.

I'm using AI! To make an image of me using AI! Because it's AI!

The AI Crutch: It’s Not a Differentiator

Here’s the thing: Having AI isn’t a strategy.

It's a feature. Yes, it’s important. Yes, it’s cutting-edge. But buyers expect AI to be part of your product. And if AI is all you’ve got, you’re missing the bigger picture.

AI can’t be your “magic bullet” to solving every problem. It’s not going to save you if your core product doesn’t actually work or deliver value.

People don’t buy AI — they buy solutions to their problems.

What does that mean for you? Your core product and its actual impact on your customer’s life matter more now than ever. AI alone won’t carry the weight of your entire offering. If your product doesn’t actually solve the right problems or doesn’t integrate well with the buyer’s workflow, AI is just another empty buzzword.

The Apple Example: Why AI Isn’t the Magic Trick

Let’s take a page from Apple’s playbook. You’ll never hear Apple’s marketing team go on and on about the technology behind the screen, the processor, or the software that powers their devices. Instead, they focus on one simple thing: what the product can do for you.

Their marketing doesn’t dwell on the specs or the advanced technology; instead, they tell you: “Push this button, and magic happens.” And that’s the key — they sell the magic, not the tech.

Why?

Because people don’t care about how the trick is performed; they care about the outcome.

In the same way, buyers in the B2B SaaS space are tired of hearing “We have AI!” They want to know: What’s in it for me? How does it solve my problems? How does it make my life easier?

So, if you're still relying on AI as your big sell, you’re missing the mark. Just like Apple, you need to focus on the magic, not the mechanics.

So, How Do You Differentiate?

If you want to stand out, you need to stop leaning on AI as a crutch. Instead, focus on true differentiation. Here are a couple of ways to get there:

1. Highlight Real Product Benefits

Talk about what your product actually does — how it helps your customers. AI doesn’t matter if your core product isn’t a good solution. Buyers want outcomes, not promises of magical technology. Focus on how your product drives results, increases efficiency, or saves money. Sell the value — not the tech behind it.

2. Embrace Radical Transparency

Don’t just talk about your AI capabilities — show how it fits into the customer’s world. Be clear about how it works, and, more importantly, how it makes their life easier. Buyers are tired of vague claims. Be upfront about your strengths and limitations.

3. Leverage Your Unique Brand Story

It’s time to get personal. What sets your company apart beyond the technology? Why did you create the product? What’s your mission? People buy from people, and the more human your brand feels, the more likely buyers will trust you over the sea of AI-driven noise.

Conclusion: AI Is Not Enough

The hard truth is that AI is a crutch not a differentiator. It’s just part of the equation now. If you're going to win in this crowded market, you need to go beyond AI and focus on what truly differentiates your product: its real-world impact.

Stop leaning on AI as a crutch. Start focusing on what really matters — your product’s value, how it solves problems, and how it makes your buyer’s life easier.