Remember when “generative AI” was the buzzword of the century—and every company scrambled to adopt it? Well, we’ve arrived at the “cool kids all wear the same sneakers” stage of the trend. If you’re marketing a generative AI solution in 2025, you’re probably wondering, How do I stand out in a saturated market?
Here’s how to ditch the clichés, earn trust, and make your AI messaging as sharp as your solution.
1. Center humans, not hype
The robots aren’t taking over, but your audience might think they are. To cut through the doomerism fog, focus on how your AI augments people instead of replacing them.
In your copy, keep the focus on how it helps humans—saving time, simplifying complex tasks, or unlocking creativity.
Replace that tired tech stock image (you know the one) with pictures of actual humans benefiting from your solution.
2. Prove it works and delivers ROI
Enough with the endless beta testing: people are tired. Show them how your solution delivers real, tangible results.
Swap “features talk” for benefits. Instead of “Our tool has a GPT-powered summarizer,” say, “Our tool saved SynergyAITechCorp 10 hours a week.”
Add content to your resource library for every stage of the funnel: start with the why, warm them up with the how, and close with the results.
3. Build trust through transparency
Let’s face it: AI hasn’t existed long enough for anyone to promise sky-high engagement or flawless content.
Acknowledge concerns about AI accuracy or limitations and show how your solution overcomes them.
Keep your messaging grounded. Transparency builds trust faster than buzzwords ever can.
4. Spotlight your differentiator
Right now, most AI marketing reads like a checklist: it saves time, reduces busywork, and improves efficiency. Yawn. What makes your solution different?
Highlight unique use cases and real-world examples. Tell a story. “Our AI helped this company reduce customer complaints by 30 percent in six months” is way more interesting than “It reduces busywork.”
Be specific about your technology. Clarify whether it’s generative AI, natural language processing, or a mix of both, and how exactly it uses those methods to deliver results.
5. Skip the jargon and keep it fun
Your audience isn’t a roomful of robots, so don’t talk to them that way.
Reread that webpage and delete corporate buzzwords like “game-changer” and “best-in-class.”
Use natural language: start instead of embark; fast instead of swift; use instead of utilize (seriously, who says utilize in real life?).
Gen AI might not be the hot new thing anymore, but your messaging can be. Keep it human, focus on the results, and tell a story that sticks.
So, your solution has a story to tell. But most people won’t have the time—or patience—to read a wall of text about its benefits and features. A solution brief is the answer. It distills key details into a format that’s easy to read and hard to ignore. These two-page assets pack a punch: they reinforce benefits, highlight features, and position your offering as the best choice. Use them to grab attention at events, re-engage leads, or convince your audience to take action.
In short, a solution brief is your pitch in its most polished form: clear, sharp, and informative. To nail this format, you need tight, focused messaging, smart design, and the right amount of white space. Here’s how to make your solution brief shine.
Start with why, then move on to how
It’s tempting to dive straight into all the bells and whistles, but your audience needs context first. Why does your solution exist? What problem does it solve? Once you’ve established that, you can provide a few details about the coolest features to hold your reader’s attention.
Tighten up your marketing message
Less is more in a solution brief, which means your messaging should focus on the most essential points. To get there, zero in on your differentiators, benefits, and core features. (If that sounds daunting, don’t worry—2A can help!)
Develop a framework and stick with it
A framework is a useful way to organize a brief, but don’t overcomplicate things by using too many approaches. Whether you’re presenting your solution as a step-by-step journey, a three-phased approach, or a problem/solution pairing, pick one framework and stick with it.
Keep the design clean and engaging
A solution brief is as much about how it looks as what it says. Use plenty of white space to make your content easy to skim. Pair your copy with visuals that support your message, such as charts, icons, or product screenshots.
Focus on the next step for your customer
A solution brief should do more than educate—it should drive action. What do you want your customer to do next? Contact your sales team? Download a demo? Visit your website? Be clear and specific about next steps.
Bonus tip
Creating a great solution brief takes expertise. At 2A, we’ve perfected the art of pairing short, punchy copy with clean, impactful design. Let us help you create an asset that communicates your value and drives results.
Partner marketing is a balancing act. Between the partner, the client, and sometimes even a shared customer, everyone has their own take on the story. The goal? To show why “better together” isn’t just a tagline: it’s proof that collaboration creates value. But too many voices or messages can turn a clear story into a tangled one.
That’s why video works so well. It’s not only about telling the story; it’s about showing it—visually, emotionally, and powerfully. Video helps focus the message, align the stakeholders, and encourage audience connection. And production style is just as important. The style of production you choose will shape both how the story is told and how it’s received.
Whether you’re dealing with distributed teams, tight budgets, or the need for high production value, there’s a way to make it work—and make it resonate. Here are three approaches to turn scattered input into a cohesive, compelling story.
1. Remote: Making it work from anywhere
In a world where teams are increasingly distributed, remote video capture is more than a convenience—it’s a strategy. Remote production democratizes storytelling, letting stakeholders contribute from anywhere—ideal for global teams or time-sensitive projects.
Platforms designed for high-quality remote footage, paired with tools such as producer mode, ensure that remote doesn’t mean amateur. With behind-the-scenes direction, we can guide the process while keeping the primary footage professional and polished. The result? A story that feels cohesive and connected. Remote video removes barriers, making it easier than ever to showcase diverse perspectives.
2. In person: High-impact collaboration
When your message needs that extra level of authenticity, in-person production is the gold standard. Nothing captures chemistry and collaboration quite like a room full of people working together. Whether it’s a joint interview or a handshake caught on camera, the energy of in-person interactions is hard to replicate.
In person is ideal for high-impact moments, such as event coverage and customer testimonials, that showcase strong partnerships and authentic collaboration. And by choosing the right location—whether it’s a vibrant event space, a sleek studio, or even a factory floor—you can enhance the emotional resonance of the story, making it unforgettable for viewers.
Not every story fits neatly into one box. Hybrid productions offer the flexibility to craft something unique and tailored. Combine the personal connection of in-person footage with the inclusivity of remote interviews, creating a well-rounded narrative.
Each method—remote, in person, or hybrid—offers unique advantages. The key is how you use them to create a seamless narrative.
Great partnerships deserve the spotlight
At 2A, we help partners turn complexity into clarity, and collaboration into compelling stories. No matter where your team is or how many stakeholders are involved, we know how to bring it all together. At the end of the day, the best partnerships don’t just tell people they’re better together. They show them.
Motion designer Chris Feige lives life in motion. When he’s not working on eye-catching animations at 2A, you’ll find him chasing adventure in the great outdoors—or chasing his toddler, Ollie, around the yard. Chris’s love of all things active stems from a lifetime of playing sports. He’s always on the move, whether he’s playing a round of golf or pickleball or riding his mountain bike. And, since he and his wife had their new home built, he’s got a ton to keep him busy, such as landscaping or planning to refinish the basement.
On the move in a sleepy town
Chris and his family recently moved to his home state of South Dakota, in the city of Brookings, which is somehow the state’s fourth-largest, with a population of 24,000. A small-town person through and through, Chris was thrilled to see his wife, son, and border-collie mix Zoey take to Brookings as much as he does. If you’re picturing a neighborhood where folks knock on your door to offer you baked goods, you’re right. And while others may complain about long, cold winters, Chris embraces the silence and stillness, occasionally using his camera to find the beauty in old barns and farms.
From slot machines to slam dunks
Chris studied motion graphics and visual effects at the Art Institute of Phoenix. From there, he joined creative agencies that gave him experience working on anything with a screen, from sports arenas to TV to mobile and websites. His first gig out of school? Creating slot-machine screen animations like that satisfying waterfall of coins when you hit a jackpot. He has done motion work for major NFL Network events and for an all-time favorite team, the Phoenix Suns, including jumbotron animations and arena banner wraparounds. The perks weren’t bad either—free Suns tickets and a stint as a model for a billboard at Chase Field, home of the Diamondbacks.
Chris featured as sports-fan model on Chase Field billboard
Chris brings motion magic to 2A
Originally a freelancer, Chris was convinced to join 2A full time by folks such as Managing Program Manager Tammy Monson. “Chris is always willing to lend a hand, noodle on new ideas, and get creative solving motion puzzles,” says Tammy. “His motion chops continue to bring the dazzle to our animations!” 2A’s seamless teamwork lets Chris do his best work without breaking a sweat. It offers work-life balance so he can pursue both his passion for motion design and his desire to get out and move. Just as he values the organic processes of nature, Chris is a fan of communicating complex ideas with clean, streamlined, 2D motion design. And he’s really, really fast.
“We’ve always been impressed by Chris’s quickness and great sense of timing and rhythm,” says Creative Director of Motion Aaron Wendel, “including his knack for adding well-placed gifs.”
That’s because in work and in life, Chris always keeps things moving.
Book out your next few months. 2A is filling your TBR (to-be-read) list with fantastical fiction, memorable memoirs, tearjerker tales, and nail-biting novels.
When I asked the team at 2A for their fiction and non-fiction recommendations, I should have known the suggestions would be as creative, diverse, and thoughtful as our talented team. And also, sometimes, really weird. (Okay, fine. Guilty.) So no matter what you’re into, we’ve probably got it. Cooking? Check. Video games? Yep. Mortality and existential dread? Um, sure, if that’s what you’re into. The concept of grief as explored by a robotic hive mind from the distant future researching human emotion? You get the picture. Enjoy!
P.S. Consider buying from your local bookseller. With Libro.fm (for audiobooks) and Bookshop.org (for physical copies) you can find a comprehensive selection of books—and the profits go to a bookstore of your choice. Find a bookstore near you, or filter your search results by BIPOC-owned, queer-owned, and more.
Fiction faves
Dead in Long Beach, California – Venita Blackburn Psychological fiction A bestselling sci-fi writer discovers her brother’s body following his suicide and, in the thick of grief, begins texting people from his phone, pretending to be him. A raw, heartfelt, and often very funny story that made me think in completely new ways about how we grieve and remember. Also, the book is narrated by a robotic hive mind from the distant future researching human emotion, so. -Jack Foraker
Binge: 60 stories to make your brain feel different – Douglas Coupland Short stories I’ve been a fan of Douglas Coupland since Generation X, and I find myself referencing and re-reading Binge again and again. It’s funny and smart, and the short stories are the perfect low-commitment reading snack. This book makes me laugh out loud, and I can guarantee you’ll never look at a car’s rooftop cargo carrier the same way again… -Andrea Swangard
Heaven No Hell – Michael DeForge Comic anthology This collection captures some of Michael DeForge’s best work yet. His writing makes me laugh in a way few writers can, and I’m always surprised how his evolving illustrative style still manages to challenge me. (His drawings have evolved dramatically over the last decade.) Michael DeForge continues to push what is possible in the genre, reveling in the vulgar without ever seeming crude, and exploring complex themes (identity, class, sex) without feeling pedantic. -Brian Dionisi
White Noise – Don DeLillo Postmodern literature Ever found yourself zoning out in front of a toothpaste section at the neighborhood CVS wondering why any of this matters? I’m doing it right now. This story takes a deep dive into the heart of our consumer-crazed, media-drenched world, mixing existential dread with the constant hum of the capitalist machine. This is the perfect read for your hipster pal or near-burn-out fintech bud questioning the sales-pitch reality and the layers of our buy-now culture. Therapy not included. -Felip Ballesteros
Maame – Jessica George Contemporary fiction This book reminded me of my early 20s, discovering the world and who I am in it. I see myself, my girlfriends, and so many of my life experiences in the protagonist. It’s hilarious, heartbreaking, silly, and most of all honest. -Sal Hill
Demon Copperhead – Barbara Kingsolver Literary fiction Lacuna by Barbara Kingsolver is my favorite book of all time, but I have to say that this one was almost as engrossing and had a less tragic ending (the tragic part is in the middle). Based on David Copperfield, this is a story about a really blighted area of the South where North Carolina, Virginia, and Tennessee all meet. Industries have left and drug addiction is high due to despair. This is a long sad book that’s uplifting at the end, and I loved every word because I could hear the accent of the narrator throughout the whole story. -Forsyth Alexander
The House in the Cerulean Sea – T.J. Klune Contemporary fantasy I was charmed, outraged, and completely rooting for all the beautifully developed protagonists from Linus, the curmudgeon with a heart of gold to the charming unidentifiable green blob. Best of all, the sequel is coming out this year! -Annie Wegrich
The Haunting of Hajji Hotak and Other Stories – Jamil Jan Kochai Short stories A short story collection with the cohesiveness of a well-executed concept album. Pure perfection from the opening sequence to the final note. And in the predictable midsection where the bridge tends to sway? Only depth and dimension. This book set a new bar for the possibilities of storytelling. -Madeline Sy
Chain-Gang All-Stars – Nana Kwawe Adjei-Brenyah Dystopian fiction No words. Go read it. And know I cried like a li’l baby at the end. -Ashley JoEtta
The Three Body Problem (trilogy) – Cixin Liu Science fiction [Forgive me Timothée Chalamet *prayer hand lipstick emoji*] Forget about Dune for a minute and dive into something truly out of this world with Chinese sci-fi legend and Hugo Award winner, Cixin Liu. The story takes you from the Red Revolution straight into the next 400 years, an upgrade on the Western-styled space drama. It’s thought-provoking and made me question: Will we ever be ready for what’s out there? -Felip Ballesteros
The Tatami Time Machine Blues – Tomihiko Morimi and Emily Balistrieri (Translator) Science fiction When our unnamed protagonist finds a time machine, it’s clear what he must do: Go back in time 24 hours to heroically prevent his “worst friend” (a brilliant descriptor) from spilling Coke on his dorm’s AC remote control. Nothing hits quite like weird fiction, and thankfully, Morimi’s unusual story elements and out-there humor are captured perfectly in Balistrieri’s translation. -Carolyn Lange
Iona Iverson’s Rules for Commuting – Clare Pooley Contemporary fiction I read another Clare Pooley book first, The Authenticity Project, which I enjoyed because of the characters and their struggles to be authentic in a book where authenticity was key. So, when Annie recommended this one, I ordered it right away. It’s a wonderful redemption tale for a cast of characters who become unlikely friends on a commuter train with a poignant twist at the end. –Forsyth Alexander
Black Sun – Rebecca Roanhorse Fantasy What does it mean to be a hero? What does it mean to be a villain? Are you good? Are you bad? Are you an outsider or an insider? Generational trauma? Bisexual mermaid/siren/sea-captain? When you open your eyes, maybe you’ll be a god. -Ashley JoEtta
Remarkably Bright Creatures – Shelby Van Pelt Contemporary fiction I was not prepared to fall so deeply in love with an octopus. -Annie Wegrich
Non-fiction picks
Sure, I’ll Join Your Cult: A Memoir of Mental Illness and the Quest to Belong Anywhere – Maria Bamford Memoir Maria Bamford’s book plays cleverly with the memoir format while talking us through her mental health challenges and the many “cults” she’s joined over the years: 12-step programs, public speaking courses, and even, as she says, her own family. As with her comedy, I love Maria’s empathy and willingness to let her freak flag fly. Also, it’s funny as hell. -Nora Bright
The Kindness Challenge:Thirty Days to Improve Any Relationship – Shaunti Feldhahn Self-help Do you want to feel at peace and happy? Who doesn’t!? The Kindness Challenge covers how you can transform your heart and any relationship through kindness. It also explains the eight types of kindness and seven ways you may be unkind and never realize it. I challenge you to do the 30-Day Kindness Challenge! -Liz Mangini
Being Mortal – Atul Gawande Health & wellbeing This is a must-read if you plan on getting older. It explains how the body changes as you age and examines the options when you can no longer take care of yourself. -Laura Templeton
The Many Lives of Mama Love – Lara Love Hardin Memoir You know those books where y’know it’s gonna be good from the first sentence? This is one of those books. The real-life story of PTA mom turned inmate turned ghostwriter. “Escape was always my real addiction, the one true high. Books were just my gateway drug.” -Madeline Sy
Doppelganger – Naomi Klein Social & political analysis This book got me thinking a lot about twins, doubles, and the hidden versions of ourselves. Not really sure how Klein jumped from COVID conspiracies to fitness influencers to WWII history, but she did, and I loved it. -Jack Foraker
Masters of Doom: How Two Guys Created an Empire and Transformed Pop Culture – David Kushner History & Industry Centering on the scrappy development of Doom in the 90s, Kushner weaves together the stories of two tech whiz-kids: analytical programmer John Carmack and charismatic software designer John Romero. A fascinating, fun, and in-depth look at creativity, teamwork, and the swift advancement of technology that’s thoroughly entertaining far beyond “how they made one game.” -Thad Allen
Gender Magic – Rae McDaniel LGBTQIA+ Therapist Rae McDaniel guides readers through various gender journeys with a gender-expansive, queer-supportive approach. They provide therapeutic exercises, offer actionable advice, and define key terms for transition, gender exploration, and trans and gender-nonconforming freedom. -Ren Iris
James Tiptree, Jr.: The Double Life of Alice B. Sheldon – Julie Phillips Biography This biography was mesmerizing. Alice wrote science fiction in the 70s. She couldn’t get her work published as a woman, so she created the pen name, James Tiptree, Jr., then submitted and published the same stories. James was hailed as “a brilliant writer with a deep sympathy for his female characters.” Alice’s cover was blown at age 61. She was an artist, chicken farmer, WWII intelligence officer, CIA agent, experimental psychologist, and more! -Liz Mangini
How to Taste – Becky Selengut Cookbook Perhaps the only cookbook that you will laugh your way through. And the only chef who admits that Doritos are perfectly flavored. Becky walks through the 6 different tastes and when and how to best use them, with a big side dish of humor. -Laura Templeton
