It goes without sayAIng

Do you remember when ‘fully air-conditioned’ meant something? And when ‘free wi-fi’ was a differentiator?.  

The value-add quickly became the hygiene factor. Taken for granted.

The same is rapidly happening for “AI-enabled”. At a business incubator session we attended last week, just about every wannabe unicorn cited “AI-inside” as a key selling point. 

AI is significant - it can make a tangible difference. But AI isn’t the story.

As Swiss Re observed recently, for many businesses, AI is now a table-stakes. Not special or differentiating, just something clients expect you to have. So brands must still stand for a service or an approach, enriched or accelerated by AI.

AI might be the cherry on the cake, but it’s still the cake that matters.

Written by Simon Case and Alec Rattray

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