From Catch-All to Clarity: Rethinking How We Talk About AI

The rise of artificial intelligence has transformed not only industries but also the public conversation around technology. Over the past few years, media coverage of AI has ballooned, dominating headlines, influencing policy debates and sparking both excitement and concern.

But as AI’s presence in the news cycle grows, so does a challenge that many organizations face: aligning the public's one-dimensional understanding of AI with the nuanced ways it functions in practice.

The Problem With “AI” as a Catch-All Term

Artificial intelligence is not a single, monolithic technology. It’s an umbrella term for a range of systems, each with distinct functionality, applications and limitations. For example, reinforcement learning powers decision-making agents that learn through trial and error, while large language models (like ChatGPT) use vast datasets to generate human-like text. Although they work in fundamentally different ways, both are forms of AI, and the current public discourse often flattens their differences.

News articles, social media discussions and even business pitches often lump these technologies together under the label of AI as if they are interchangeable. This oversimplification leads to confusion, misunderstanding and sometimes unrealistic fears.

The Communications Challenge for AI Organizations

For brands operating an AI-driven technology, this lack of nuance presents a strategic problem: how do you explain your work to an audience that has been primed to think of “AI” as one single technology?

The answer lies in education-led communication. Organizations must take an active role in shaping the conversation, not just simply riding the AI-hype wave. Without a clear context, the technology risks being misunderstood, misrepresented or grouped in with bigger players that dominate the AI narrative.

Breaking Down AI for Better Understanding

Whether communicating with customers, partners, investors or the media, clarity should be the cornerstone of this strategy. Bridging the gap between technical accuracy and public understanding requires a communications strategy that is both nuanced and candid. 

This starts with carefully selected verbiage. Rather than relying solely on the term “artificial intelligence,” be specific. Does the technology rely on computer vision, natural language processing, generative AI or other forms of the technology? Explain what it accomplishes and how it is used in simple, widely comprehended language free from jargon. 

Repetition is equally important. Create opportunities to routinely engage with broader audiences on the technology to provide foundational context. Write blog posts, issue white papers and publish explainer videos to break down complex concepts. Consistent, accessible content helps position a brand as a trusted source of information and aids in building comprehension.

Media relations also plays a cornerstone role in this effort. Journalists' coverage impacts public perception. Offering them transparent, detailed briefings on how a technology works and how it differs from others can shape more accurate reporting. This is best achieved through storytelling. Instead of leading with technical specs, share real-world problems and examples of AI at work. This context not only makes a message stick but also builds understanding.

Why Clarity Protects Your Brand

Using “AI” in marketing materials may generate quick attention due to its buzz factor. But without context, that attention can backfire, leading to misunderstandings about a brand’s capabilities or purpose.

Consider how companies like OpenAI and Anthropic dominate today’s AI headlines. While they have made incredible advances, their platforms do not represent the entire AI ecosystem. Without clear differentiation, audiences may mistakenly believe one technology operates just like another, even when it doesn’t.

Owning Your AI Narrative

In a media environment where AI is both overhyped and oversimplified, the brands that succeed will be those that can communicate its nuances clearly. That means embracing education, building relationships with journalists and telling stories that humanize your technology.

Artificial intelligence will only grow more integrated into our daily lives, as will the conversation around it. The question is: will your brand be shaping that conversation, or reacting to it?