A long history of helping tech brands communicate has taught us what works and what doesn’t, and each challenge has only made us better.
Like it or not, AI is integrating into our daily lives, so discussions about its potential, capabilities, and risks need to go deeper. Simply scratching the surface won’t cut it anymore. In other words, let’s craft AI stories that go the distance. We have the responsibility and the power to elevate our storytelling and truly do justice to the technology’s impact.
We’ve put together three pieces of communication wisdom for any AI vendor seeking media attention and engagement.
#1 The human touch
AI might pose a fundamental threat to our existence, or it could be our saving grace. However, the most compelling and relatable stories are those that feature real people. Oddly enough, the term “humanity” often feels too abstract to connect on a personal level.
When telling AI stories, always start with how the technology affects people. Whether it’s improving healthcare outcomes, enhancing customer experiences, or making businesses more efficient – focusing on human benefits makes your story relatable and compelling.
Share stories of doctors diagnosing diseases faster, customers finding exactly what they need, and businesses thriving because of AI. These aren’t just stories; they’re lives changed for the better.
#2 The goal is to demystify, not complicate
AI can be intimidating. Your goal is to make it accessible. As a storyteller, your mission is to transform this complexity into a narrative that everyone can understand and appreciate. This means stripping away the layers of technical jargon and finding the core message that resonates with people on a human level. Use analogies and metaphors to draw parallels with everyday experiences.
Explain AI like you would to a friend over coffee. If they get it, so will your audience. Instead of diving into technical details about neural networks, you might say, “Think of AI as a personal assistant who learns from your habits. Just like how a friend might know your coffee order after a few visits, AI learns from patterns to make predictions and decisions.”
#3 Soundbites that stick
Everyday there are fresh discoveries about AI, including new applications and ideas on regulations or most recently, today (1st August) marks the start of the EU AI Act to become operational. Position your company as the go-to expert. Share insights, make bold predictions, share expert opinions and don’t be hesitant to take a stand on an issue – own your space.
Additionally, there is also the almighty pithy soundbite. When telling an AI story, it’s easy to get bogged down in details and to ramble on, especially during panel sessions at events. Speakers need to put in extra effort to make their messages memorable. The secret to standing out from the crowd: a perfectly crafted soundbite.
Case in point is how J.J. Fiasson, the chief executive of Leonardo Ai, one of Australia’s hottest start-ups and recently acquired by Canva, pushed back against critics of generative AI who claim the rapidly evolving technology will crush creativity.
“I don’t see it as automation. I see this as augmentation,” he said at the AFR AI Summit 2024.
In 11 words, Fiasson shifted the conversation from fear of job loss due to automation to empowerment and reassurance, suggesting that AI will enhance human capabilities rather than replace them – it’s simple, sharp, and flips the script on AI fears.
Telling AI stories shouldn’t be rocket science and/or filled with jargon. Focus on the human element, simplify the complex, showcase innovation, and leverage your experts. Get out there, keep it punchy and watch your stories resonate.
I’d be interested to know what other fundamentals should be added to our list. We’d love to hear from you if you’d like to talk about how we can help you in your local market or internationally.
