Contrary to the hype around creative and unpredictable AI, enterprise clients prioritize reliability, control, and predictability. AI21 Labs' 'Build Boring Agents' campaign leans into this need for solid, responsible AI, positioning 'boring' as a desirable feature.
While traditional SaaS products promise deterministic outcomes, AI marketing must focus on providing customers with confidence and tools to manage probabilistic results. The value proposition shifts from guaranteeing a specific outcome to enabling control amidst uncertainty.
AI21 Labs' CMO Sharon Argov suggests openly discussing AI's potential for mistakes. This shifts the conversation from the technology's flaws to how an organization can manage the 'cost of error,' turning a negative into a strategic discussion about risk management and trustworthiness.
To move beyond FOMO-driven investment, AI21 Labs' CMO advises measuring AI's business impact across three pillars: its ability to scale growth, its power to improve decisions through faster analysis, and its capacity to help organizations avoid and plan for risks.