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Since OpenAI launched ChatGPT in 2022, AI’s clearest advantage has been somewhat prosaic: It saves time. While solutions providers have pitched a number of capabilities, from identifying trends to creating images, when the time comes to talk about their product’s value, vendors inevitably highlight AI’s ability to make the workforce more efficient. The payoff, they say: Employees get more time to address “strategic” work rather than remain buried by routine chores like organizing recruiting efforts or hunting for details on performance.
From a marketing perspective, that makes sense. Saving employees time, increasing productivity and allowing more work to get done with fewer resources are themes that resonate with businesses. Messaging about a platform’s architecture should come later, after a product’s measurable value has been established.
Early on, marketing messages about AI focused on… AI itself. Terms like “powered by AI” went from forward-thinking to expected. In the words of multiple CHROs and CIOs, AI became “table stakes” for technology products. Only recently has the talk of what AI can do become specific. AI can provide analysis of HR data in real time, for example, generate job descriptions and
