How to credibly communicate your brand’s AI capabilities in a saturated market – Ragan Communications

Sofia Mata-Leclerc is head of technology communications for GE HealthCare. 

We’ve reached an AI saturation point. Articles on topics ranging from products to culture to politics include some tie to AI. In fact, to make the point, The Financial Times reported that on a typical day in 2015, there were only about 9 headlines written about AI topics. By 2025, that number had jumped to more than 2,100.

Alongside the growth in interest, there has also been a growth in sophistication — reporters, customers and investors are all becoming savvier about the technology. That puts the onus on communicators to make our content stand out.

In such a saturated market, credibility isn’t just desirable — it’s crucial. Here are five ingredients to elevate your content above the fray.

1. Be precise about what kind of AI you are talking about

“AI” is a huge umbrella, covering everything from basic rule-based systems to advanced generative models. Talk to your technical teams to understand exactly what is making the technology tick. Is your solution using machine learning? Deep learning? Generative AI? Each of these has different capabilities and limitations. Stay away from generic claims. Precision about what type of AI is under the hood is table stakes.

This example from Instacart nails it:

“Catalog Engine leverages AI-driven extraction of more than 1.3 billion data points, combining Vision-Language Models (VLMs) with scaled Human-in-the-Loop (HITL) verification to ensure accuracy and eliminate duplicates. The result is an AI-enriched catalog that has a more complete, contextual understanding of every product, including health attributes, nutritional information, ingredients, product taxonomy, product claims, allergens and more.”

2. Be clear about what part of your solution is AI-powered — and what it actually enables

Too often, companies and writers say an entire product is “powered by AI.” That may be fine for billboard copy, but anything longer should explain what feature or capability within the solution is enabled by AI and what the AI enables. Here’s a good example about a collaboration between Amazon and Formula 1:

“By providing a trained ML model with distinct data points from the hundreds of sensors on each car, F1 enables fans to understand how drivers make split-second decisions and how teams devise and implement race strategies in real time that impact the outcome of a race.”

They are very clear that it’s a machine learning model that is crunching hundreds of data points from race car sensors to give fans a view of what’s happening on the track, as it happens.

Accuracy and precision win credibility.

3. Back up your claims with data

Credible stories about AI aren’t just descriptive — they’re evidence-based. This is especially true now, when AI claims and AI washing is rampant.

For example, saying “our model reduced processing time by 40%” carries far more credibility than “our system is fast.” In a world where low-quality content and AI slop is prevalent, data is a powerful differentiator.

Here is a great example from Klarna:

“[Klarna] generated over 1,000 images in the first three months of 2024 using genAI, reducing the image development cycle from 6 weeks to just 7 days.”

4. Understand the risks of the AI your solution uses

AI is hugely powerful, but it is critical to know its limitations and the safeguards your company has built in to mitigate these. Armed with this knowledge, you can decide about whether to openly acknowledge the limitations and mitigations, tackle the topic reactively, or find a middle ground approach.

There is no right answer. The key is to understand the technology’s risks and limitations and make a thoughtful assessment.

5. Seeing is believing

This is true with any technology, especially now and especially with AI. Get creative and consider how you can offer a demo, show screenshots, or otherwise turn abstract claims into tangible experiences. This is a nice-to-have, and last in this list because of it. But if you can nail a great visual, coupled with the pieces above — you’ve got a home run story.

Learn more from the Center for AI Strategy.