Everyone software company is AI-powered now.
At least, that’s what they say.
Scroll through any tech company's website and you’ll see the same phrases: “AI-driven,” “powered by machine learning,” “intelligent automation.”
I’m convinced that if your AI story sounds like everyone else’s, no one will care.
And that’s a problem. Not just for your marketing team, but for your entire product strategy.
Because blending in is easy. Standing out takes work.
Nobody listens when everyone shouts “AI!”
There’s a scene in Seth Godin’s book Purple Cow where he talks about driving past miles of farmland. At first, the cows are interesting. But after a while, they blur together.
Until you see a purple one.
It’s unexpected. It breaks the pattern. You do a double-take.
That’s what your product should feel like.
But right now, too many teams doing the same old:
- A product leader adds ChatGPT to the app and calls it “AI-powered insights.”
- A founder pitches investors on “automated workflows” with no clear value prop.
- A website banner says “AI + [insert industry here]” but the product doesn’t actually do anything new.
It’s not that these teams are lazy. It’s that they’re chasing the label instead of the outcome.
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Why this approach falls short
Right now, the bar for AI implementation is low because the tools are so accessible. It’s easier than ever to add something generative, slap “AI” on your website, and move on.
But here’s the catch: accessibility breeds sameness.
When every product looks like it copied from the same playground, differentiation doesn’t come from what you’re using. It comes from how and why you’re using it.
That’s where most founders and product leaders stumble. They treat AI as a feature instead of a force multiplier. As a way to look innovative instead of a way to be innovative.
And customers? They’re catching on.
They’ve clicked on too many generic AI demos. They’ve seen too many underwhelming “intelligent” features.
So What Makes a Purple Cow in AI?
Remarkability isn’t about shouting louder. It’s about doing something that actually feels different and better. Here are three practical ways to make your AI product stand out:
Solve a non-obvious (but pressing) pain point
Everyone’s solving the same problems: “summarize my meeting,” “write my email,” “categorize this ticket.”
The real opportunity? Use AI to fix the stuff people didn’t think could be fixed.
If you work in logistics, you could try to “predict delays” like every other platform, or go further by training a model to suggest what to do after a delay. That one shift—from insight to action—makes a product unforgettable to operators on the ground.
Ask yourself: “What problem is so baked into our industry that people assume it’s unsolvable?” Start there.
Let AI shape the experience, not just add to it
Think beyond “add a chatbot.” Think transformation.
Instead of tacking AI onto your existing flow, ask: “If we started from scratch—with this AI tool at the center—what would the experience look like?”
Real-world analogy: think of GPS apps. They didn’t just help you read a map faster. They replaced maps entirely by rethinking how we navigate, find local restaurants, and review businesses.
You don’t need to go that far, but even small shifts can feel bold.
Be specific about what your AI actually does
Here’s a radical idea: tell the truth.
Tell customers what your AI system can do. Describe what it can’t. Explain how it learns, how it behaves, and what decisions it’s actually influencing.
Most people hide behind vague language because they’re afraid to over-explain. But your customers aren’t dumb. They’re just tired of being tricked.
The companies that win will be the ones that say, “Here’s what this solution does better than a human. Here’s where it needs supervision. Here’s why we chose this model.”
Clarity is credibility. Specificity is what people remember.
One last thing…
Here’s a fun test you can run: strip away the AI. Just describe the value you’re offering.
If it still sounds interesting, you’ve probably got something worth building. If not, you may just be using AI as window dressing.
Remember, nobody buys AI. They buy better outcomes. And the tried-and-true path to success is still the same: make a great product.
Thanks for reading!
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Ready to launch your standout product?
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