Dom Edge, Copywriting Manager 

What happens when technology outpaces our ability to describe it? Enter Artificial Intelligence. 

The technology is – deservedly – everywhere. It’s exhilarating. Urgent, no less. But it’s a field saturated with bold proclamations and expansive statements. So many are vague, forgettable and indistinguishable that they ultimately impede on its progress. 

As communicators, we’ve been here before. Many technologies have burned bright before falling foul of our own hype. And with the genuine potential of AI, this is not a mistake we can afford to make again. So how can we write about AI without the hype? 

1. Write like it’s 2025, not 2022 

We’re no longer in the early era of AI. So much has changed within the last three years, and communicators must recognise that their audience has likely tried and tested multiple tools, sat through repeated sales pitches and done plenty of their own research. 

It’s time to get specific. What exactly can the platform offer the end user that others can’t? Why distinguishing features can it offer the buyer? What efficiencies will it offer the entire workforce? Expectations are high, and brands can no longer simply write about potential. 

• Don’t say: “AI will one day change everything.” 
• Do say: “Our product saves teams five hours a week, every week.” 

2. Add credibility 

It’s easy to say AI ‘transforms industries.’ It’s harder to show how. But that’s exactly what buyers now demand. Detail matters: numbers, names, tangible impact.  

Communication without evidence is just more hype in an already crowded space. Credibility means case studies, proof points and references that can be traced. This means demonstrating real outcomes, not imagined possibilities.  

It’s not just about convincing once, but sustaining trust over time. Empty claims fade fast, but credibility compounds. The more proof you give, the stronger the message becomes, and the harder it is for competitors to dismiss. 

• Don’t say: “Our product is the market leader in innovation.” 
• Do say: “Independent testing showed a 12% improvement over competitor benchmarks.” 

3. Be straightforward 

Three years on since the widespread adoption of AI tools, and we’re all a bit fatigued of exaggerated AI claims. Audiences can spot them from a mile away, and have stopped believing them. 

Straightforward writing is persuasive writing. Say what the product does. Say who it helps. Say why it matters. Nothing more is needed. 

The villain of straightforward writing is jargon. Its presence clutters the message and erodes trust. If the product has value, let that shine through in plain English. If it doesn’t, no amount of floral language will hide it.  

Clear, direct communication shows confidence. It suggests a company that knows its worth and isn’t afraid to spell it out. 

• Don’t say: “Our AI-powered engine unlocks transformative synergies.” 
• Do say: “Our platform automates invoice matching for finance teams, so they can close their books faster and with fewer errors.” 

Find out how we delivered clear, concise messaging for Everclime here. 

4. Write for humans 

AI may be complex, but the people reading about it aren’t machines. As our Associate Director Erin writes in her blog, they’re buyers, colleagues and leaders, but humans first and foremost.  

That context matters. Communicators who write only for the “decision-maker” forget the person behind the title. To resonate, AI stories need to blend clarity with humanity: anecdotes, case studies, narratives that speak to challenges lived, as well as roles held. Facts convince, but it’s ultimately stories that make people care. 

• Don’t say: “Enables decision-makers to leverage cognitive augmentation at scale.” 
• Do say: “We built the tool to solve the same frustration we felt ourselves.” 

Find out how we put the human at the centre of our storytelling for Prolific. 

Missive helps technology brands turn complex stories into clear, human narratives that resonate. If you want our help talking about AI without the hype, and connecting with your audience in a way that’s credible, get in touch with our team today.