Why Customers Don’t Care About Your ‘AI-Powered’ Feature (And What You Should Do Instead)
AI is everywhere—at least in marketing copy. From “AI-powered insights” to “cutting-edge generative AI,” companies love to slap artificial intelligence labels on their products, hoping it’ll justify a higher price tag or make their offering seem more advanced.
The problem? Customers don’t care.
A recent survey of 767 software users by Kristen Berman and the team at Irrational Labs found that calling something “AI-powered” often does more harm than good. Let’s break down why—and what you should do instead.
The Data: AI Isn’t a Selling Point
1. AI Lowers Expectations
Rather than making a product seem more powerful, the term “generative AI” actually decreased customers’ expectations of its impact. This skepticism likely comes from past experiences with underwhelming AI tools—think clunky chatbots, generic AI-generated content, or automation that doesn’t quite deliver.
2. AI Doesn’t Justify Higher Prices
The study found that labeling a product as AI-driven didn’t make customers more willing to pay for it—unless the AI clearly delivered a superior experience. The only exception? Superhuman, an email client that effectively communicates AI-driven efficiency.
3. AI Doesn’t Build Trust
For most brands, explicitly mentioning AI didn’t increase customer confidence in the tool’s reliability. Unlike terms like “secure” or “trusted,” “AI-powered” didn’t signal credibility—it was just another buzzword.
What You Should Do Instead
1. Lead with Benefits, Not AI-Jargon
Customers don’t care if your product is AI-powered. They care about what it does for them. Instead of saying, “AI-powered design,” follow Canva’s lead with something like “Magic Design: Make beautiful graphics effortlessly.”
2. Make Claims Tangible
Don’t just say your AI is smart—prove it. GitHub Copilot doesn’t brag about being AI-driven; it tells developers they can “code up to 55% faster.” Concrete results always beat vague AI promises.
3. Let Users Experience AI Before Selling It
Behavioral science shows that people value things more when they’ve experienced them firsthand (the Endowment Effect). Instead of pushing AI as a selling point, let users try AI-driven features and discover the value themselves. A reverse trial approach—where AI tools are active by default—can drive higher adoption.
4. Use AI Thoughtfully in Branding
If you must mention AI, tie it directly to user needs. For example, Grammarly doesn’t just say “AI-powered writing assistance.” It emphasizes “Write with clarity and confidence.” AI is the enabler, not the selling point.
Final Takeaway: Sell the Outcome, Not the AI
The market is shifting. Customers are increasingly skeptical of AI hype and more focused on tangible value. If your product truly benefits from AI, show—don’t tell. Make your claims real, lead with results, and let users experience the magic before making them buy in.
Because at the end of the day, people don’t pay for AI. They pay for what AI can do for them.
