Tech companies face enough fear, uncertainty, and doubt (FUD) in their sales efforts. So why do so many introduce FUD in their own marketing?
A recent example is Artisan, an AI company that launched an out-of-home campaign with the slogan “Stop Hiring Humans.” Shortly after, their founder backpedaled in a ~1,000-word blog post.
In February, Ring bought an $8 million Super Bowl ad promoting a new “Search Party” surveillance feature powered by AI. After a public outcry, Ring ended its partnership with Flock Safety.
Reading the room also would’ve helped the CEOs of Klarna and Cognition avoid the negativity stemming from their recent posts.
AI Marketing Faces Resistance
Nobody launches products in a vacuum. Want to avoid a tone-deaf product launch? Start by understanding popular culture.
We live in a world shaped by AI where tech company execs often share dire prognostications about AI-caused job loss. There are entire Instagram accounts dedicated to mocking statements made by AI thought leaders.
Meanwhile, look at sports, which is often a leading indicator of broader consumer sentiment. The Indiana Fever were heavily criticized for using AI in its marketing, and NFL fans are actively roasting teams for low-effort “AI slop.” Some of the most viral (in a good way) sports-related social media content is when teams deny using AI.
btw, none of our graphics are AI.
— Minnesota Timberwolves (@Timberwolves) May 4, 2026
How To Market AI Products Amid Skepticism
What is the most effective way to launch an AI product in this environment? How do you build trust? What are common pitfalls to avoid?
Below are our Top 5 recommendations:
1. Show Don’t Tell
If you want to build trust, show your product in action and make sure it’s credible. This could mean a product demo, a customer story, or compelling UGC. When you fake it, it backfires. (See: Nikola Motor Company).
2. Focus On Productivity
If your product makes companies more efficient, tailor your message around productivity and time savings. The best AI is a force multiplier for people. Learn from other brands’ mistakes and avoid messaging around cutting labor costs. It’s ineffective, and don’t assume that’s what your customers will do.
3. Make It Human
AI often has a negative connotation because it’s perceived by many people as anti-human. So how do you humanize your product? Produce visceral, authentic content. Have your founder share the brand’s origin story. Explain why your company is in business beyond just making money. And feature real customers in your testimonials.
Also, according to LinkedIn Creative Labs, videos with real people and authentic stories have 78% more engagement. But out of more than 13,000 B2B video ads in 2025, only 7% featured any human emotion.
4. Don’t Launch Without A Bold Claim
A lot of AI product launches fall flat because there’s not enough product differentiation. Evaluate your product’s value props and find one unique characteristic that is defensible and solves a real pain point that your ICP faces. Build your video strategy to emphasize this feature.
5. Be Transparent
Audiences are not inherently anti-tech. They just don’t want to be deceived. If you use AI, be open about it. We recently shared a great use case for AI in our production workflow, and we’ve openly shared the benefits of AI in video production. If you’re upfront with your audience, it builds trust.
Also, when you produce content, bring your audience with you. Show behind-the-scenes content. This type of access and vulnerability drives engagement and generates goodwill. It makes people appreciate the craft of what you’re doing and it gives your brand that “handmade” feel, which contrasts with the mass-produced AI slop that exists.
If you need video support for your product launch, or you’re struggling on where to start relative to your video strategy, schedule a free consultation with us.
