How To Talk About AI Without Scaring Away Customers

The piece “How To Talk About AI Without Scaring Away Customers” argues that even when companies protect the “human side” of their work, their messaging can still deter audiences. It says organizations should embrace AI and new technology, but communicate in a way that connects with customer outcomes rather than emphasizing how the innovation works internally. The article recalls advice from Luca de Meo, when he led sales and marketing at Audi and later became CEO of Kering, stressing the need for a clear promise and story tailored to what customers value most. It contrasts this with branding approaches such as WeWork, citing its “Do what you love” slogan as a broader promise beyond simply selling workspaces. The article concludes that AI-focused firms will win by making AI reliable and useful, keeping technology from becoming the brand’s central narrative.