It goes without sayAIng
Insight
Simon Case & Alec Rattray
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.