Don't feel pressured to label every AI-powered enhancement as an "AI feature." For example, using AI to generate CSS for a new dark mode is simply a better way to build. The focus should be on the user benefit (dark mode), not the underlying technology, making AI an invisible, powerful tool.

Founders often mistakenly market "AI" as the core offering. Customers don't buy AI; they buy solutions to their long-standing problems (e.g., more leads, better service). Frame your product around the problem it solves, using AI as the powerful new tool in your solution space that makes it possible.

Your team's internal names for features often confuse customers. Systematically harvest the exact words customers use to describe outcomes during sales or support calls and use that language to rename features. This self-identifying language, used by Apple (e.g., "AirDrop," "Retina Display"), makes products instantly understandable.

In a market where every vendor claims to be "AI-powered," differentiation comes from focusing on outcomes. AI should be messaged as a force multiplier that improves existing workflows, enhances efficiency, and provides intelligence, not as a standalone product.

SMB owners are not asking for technologies like AI by name. They are asking for outcomes and efficiency. B2B marketers should position advanced features not as 'AI' or 'video tools,' but as embedded, invisible solutions that make a marketing hour more impactful. The goal is to provide tools that a business owner can naturally use to get a return, without needing to become a technology expert.

Vendors fail to connect with SMBs on AI because their messaging is either too technical and intimidating or too aspirational and fluffy. SMB partners and customers want clarity, not hype. They need simple, concrete use cases demonstrating tangible business value like productivity gains or automation, not visions of futuristic robots.

Many companies fall into the trap of talking only about their product's features. Overcome this 'Me, Me, Me Syndrome' by reframing your message to focus on what users can achieve with your product, translating features into tangible value and capabilities.

While there are infinite logical ways to describe your product, only one will resonate. It must directly mirror the customer's "Pull." If they need "visibility into AI failures," your pitch must be "we give you visibility into AI failures." Any other framing is a distraction that will cause confusion.

Now that generative AI is accessible to all, claiming "we have AI" is table stakes. The real competitive advantage lies in clearly articulating what the AI *does* for the user to create a differentiated product experience and value proposition. The key question is always, "So what?"