The artificial intelligence market is starting to resemble California around the height of the gold rush, when surface gold started disappearing, forcing miners to dig deeper into the earth to find it. As business leaders become savvier about AI and intelligent technologies lose their initial marketing appeal, surface-level sales opportunities driven mostly by hype will become increasingly scarce. Warning signs already are starting to appear in the market, with AI moving toward a state of inflated expectations and concerns about false advertising starting to mount. In response, channel marketers need to avoid the trap of focusing too much on AI when selling and instead try to connect AI technologies to specific outcomes. Partners must also help clients see through marketing jargon and understand exactly what AI products offer and how they solve specific challenges. AI Washing Crackdown Companies are facing growing scrutiny about how they use AI in their products and services. While there is currently no federal AI regulation policy in the United States, both the Federal Trade Commission (FTC) and the Securities and Exchange Commission (SEC) are cracking down on organizations that make exaggerated claims in their products and advertising – a practice now being referred to as “AI washing.” In 2023, the FTC filed a suit against several companies for misrepresenting how they used AI in ecommerce By Gerald Baldino Cutting through the noise and getting to outcomes is key with AI AI Course Correct 24 THE CHANNEL MANAGER’S PLAYBOOK
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