By Olivia Witt, Carolyn Lange

Image by Emily Zheng

AI is supposed to be the most exciting thing happening in tech right now. It’s powerful, it’s fascinating, and it’s reinventing entire categories of work. But you wouldn’t know it by reading most AI product websites.

Somehow, the world’s most thrilling technology keeps getting distilled into phrases like “streamline processes” and “unlock the value of your data.” You’d think AI was invented solely to help overworked managers feel slightly better about their operational dashboards.  
 
Let’s look at where AI messaging goes flat, how to spot the signs in your own copy, and how to get on the path to clearer differentiation. 

This messaging could belong to any AI tool 

To show what this looks like in the real world, here’s the kind of messaging you’ll find across half the AI work automation market. 

Tempo is an AI-powered work automation platform that streamlines your processes from end-to-end using predictive intelligence. By eliminating manual, repetitive tasks and reducing bottlenecks across the organization, Tempo helps boost operational efficiency at scale. With automation guiding every step, your business is better equipped to adapt, grow, and stay future-ready.

It works. But it’s also extremely forgettable. And the kicker is: the product underneath is actually very cool. So, let’s make the messaging match the substance. 

Tempo is an AI-powered work automation platform built to understand the behind-the-scenes of your business. It finds the places where things slow down—handoffs that stall, steps that repeat, patterns everyone follows but no one really questions. As Tempo learns your team’s natural rhythms, it automates the friction that causes the most drag and surfaces smarter ways to move work forward. Your workflows get faster on their own, without needing a big redesign.

Suddenly the product feels more grounded and more memorable. It’s something built for people instead of presentations. 

So what happened here? 

The new messaging works because… 

• It trades aspiration for specificity. “Streamline your processes” could describe any automation tool. “Tempo learns where work actually stalls and fixes those patterns first” tells you something real about the tool and the AI behind it.
• The benefits don’t just restate the features. The old version promises efficiency because… automation. The new version shows the outcome: fewer hidden slowdowns, smoother handoffs, faster work.
• It explains how the product delivers value in real-world terms. Generic AI messaging says “intelligent automation” and moves on. The revised copy makes Tempo’s approach clear: it learns real behavior, uncovers real bottlenecks, and improves actual workflows without redesigning them.

Self-assessment: Is your AI messaging putting people to sleep? 

Time for a quick self-assessment.  

1. Could a competitor paste your messaging onto their site without changing a word?
2. Does your hero line rely on broad promises instead of describing something real or observable? 
3. Do your benefits sound like synonyms for “work faster” or “do more with less”? 
4. Is your copy missing real-world context your audience would recognize? 
5. Do your benefits restate your features in slightly different words? 
6. Could a non-AI tool make the same claims you’re making? 
7. Would your messaging read almost the same if you swapped “AI” with “software”? 

Scoring 

Mostly yes: Your messaging is technically correct, but easy to forget. If you’re ready for clearer, more differentiated language, 2A can help you build messaging that actually sounds like you. 

Mostly no: You’re carving out your own space in a crowded category. If you want to turn that clarity into standout content or a full narrative, we’d love to help you take it further. 
 
Let’s build something better together > 

By Olivia Witt, Katy Nally

Okay, okay, we get it: You don’t want to add to your already growing list of to-dos before your big event. But, this will really make you look like a marketing rock star—and it just requires a little coordination up front for a big payoff in the end.  

Let’s say you’re knee-deep in planning mode for your marquee event and you’ve got a few customers lined up to speak during different sessions. Or, you’ve invited a few big-name customers who are psyched about attending. Great! Since they’re already making the trip out there to participate, you should also shoot a quick on-site customer testimonial where they say amazing things about your product. But wait—there’s more! That video is a goldmine for social posts and you can use the transcripts to create written case studies. 

We’ve done it before and can confidently say this approach offers 100% satisfaction guaranteed. If you’re ready to pull this off, here are some tips from our video experts to keep in mind.  

Book a conference room or carve out space in the main venue. There are usually rooms available at large conference centers that you can reserve ahead of time for your production studio. Our video team travels light and can set up wherever and whenever you need us. And if a room isn’t available, shooting on the event floor provides an engaging backdrop, even if it does pose a few audio challenges. Just be sure to coordinate with the conference center to find a space that works.  

Prep the customer(s) so they can schedule time and review talking points. Once your customers are confirmed for the event, ask them if they can carve out 90 minutes to do a quick testimonial shoot. Chances are your large event attracts multiple big-name customers, so plan on doing a few interviews to maximize your time with the film crew. After you schedule folks, be sure to send over talking points that outline what you’d like to capture.  

Bring in a host for a lively conversation. One way to change up the testimonial format is to have a host or moderator share the spotlight with your customer. This can provide a conversational flow to the video and it takes the pressure off your customer to do a solo show. 

Line up a content vendor (us 😉) to make derivative assets. Hooray! That’s a wrap on your videos—now it’s time to turn them into nurture assets following the event. We’ll help you transform the full-length interview into social cut-downs to keep the event buzz going. And we’ll also develop written case studies using the transcripts so you have an evergreen story for partner and/or customer sites.  

Now you just have to ask yourself, what’s your next event and whose testimonial can you capture? Contact us to start planning today. 

By Olivia Witt

Image by Emily Zheng

When fashion retailer Mango ditched real models for AI-generated ones, people noticed. Perfect symmetry, eerily smooth skin, and not a single awkward pose? It was a case of uncanny valley. Customers felt misled and noted the loss of diversity, authenticity, and real modeling jobs. Instead of streamlining marketing, the move led to skepticism and backlash. 

AI is here to stay, but how brands use it determines whether it builds trust or erodes it. Thoughtful implementation strengthens credibility, while missteps—like prioritizing ease over authenticity—can quickly unravel consumer confidence. 

In marketing, it’s trust or bust 

From deepfake scandals to AI-generated misinformation, brands that fail to control their AI message risk backlash. AI is often seen as a cost-saving tool, but any negative effect on customer trust can be more significant and costly. Consider these statistics: 

• 46% of consumers are willing to spend more on brands they trust 
• 81% of consumers say trust is a deciding factor in their brand-buying decisions 
• 85% of consumers would not use a brand if it were advertised next to misinformation 

We love using tools like Claude or ChatGPT to brainstorm, jumpstart content, or as an editing sidekick. It’s fast, self-sufficient, and cheap. However, while AI boosts efficiency, it often lacks nuance, and customers notice when something feels off. If AI-generated content strays too far from a brand’s voice or generates misinformation, trust takes a hit. 

Related: 4 reasons why you still need human writers  

A checklist to keep AI in check 

AI should assist, not replace. It works best with human oversight to keep content authentic and emotionally intelligent. Before publishing AI-generated content, run through this checklist: 

• Does the content match your brand voice and tone? 
• Does it align with your brand values and mission? 
• Have you verified all facts, numbers, and claims? 
• Is data sourced from credible references? 
• Has a real-life marketer reviewed, edited, and approved the content? 
• Does the content feel natural, or does it sound overly robotic? 
• Have you incorporated customer feedback or past insights to refine it? 
• Does it encourage meaningful engagement? 

Final check: If your customers knew AI was used, would they still find the message valuable? 

If the answer is no, contact us. We’ve got real humans ready to help. 

By Olivia Witt, Carolyn Lange

Image by Brandon Conboy

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. 

By Olivia Witt, Carolyn Lange

Image by Nicole Todd

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. 

Curious about what goes into pre-production for an in-person shoot? Check out our five pre-production tips. 

3. Hybrid: The best of both worlds 

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. 

We’d love to show you how. Reach out to learn more! 

By Olivia Witt, Mollie Hawkins

Let’s face it: running an AI startup is hard enough without having to worry about how to explain what you do and why it’s important. Between the jargon, technical complexity, and the need to stand out in a busy market, it can feel like no one quite “gets” you or your brand. The last thing you have time for is perfecting your marketing message (ah, that seemingly low-hanging fruit). But even the most groundbreaking AI needs more than just great features. Without a clear, compelling message, your genius can get lost. Pitching your AI products to new customers in clear, easy-to-understand ways has never been more important. Enter your new best friend, the messaging and positioning framework (MPF).  

Turning AI speak into human speak 

AI might be the future, but that doesn’t mean everyone understands how it works—or why it’s valuable. If you’ve ever tried explaining your product to someone outside the tech world, you know it’s easy to lose them in a sea of buzzwords, or cliché one-liners like “Join the AI revolution!” But here’s the deal—if people don’t understand your product, they won’t buy it. The magic of MPFs is they take the complex and make it crystal clear. We help translate your genius into language that connects with both investors and customers, without dumbing it down or losing your voice. 

AI is smart—your messaging should be too (and maybe a little fun) 

AI messaging can sometimes feel complicated and confusing, but that doesn’t mean your startup has to follow suit. At the end of the day, your brand messaging should match your core business value propositions—what are you selling, and what action do you want your customers to take? You don’t have to bore them to tears with messaging that they don’t understand (or relate to). An MPF helps you bridge the gap between “what we do” and “why it matters” to your audience. 

MPFs are all about giving your brand personality and character, distilling technical language into concise value statements. We help you communicate not just what your product does, but why people should care. Are you building AI that’s fast, user-friendly, or are you saving people time? We make sure those points shine through in a way that grabs attention and feels approachable. 

Standing out without shouting 

There are a lot of AI companies out there, and it’s easy to blend into the background if you don’t have a strong message. Your cool features aren’t enough if no one understands why they should care. We’ll work with you to highlight exactly what makes your product different. Whether it’s your focus on ethical AI, a killer feature, or the fact that your solution actually works in real-world scenarios, we help craft messaging that sticks without resorting to empty buzzwords or overused tech lingo. 

In fact—that’s our specialty. MPFs are our jam. We get everyone on the same page, because we know what it’s like when product says one thing, marketing says another, and sales is winging it. We help align your whole team with a clear, consistent, and unified story that everyone can get behind. No more mixed signals or confusing handoffs. 

Your product may be brilliant, but that’s just half the battle. With 2A in your corner, your AI startup gets more than just a snazzy tagline—you get a framework that lets you confidently tell the world what you do, why it matters, and why they should be paying attention. Ready to make your audience care as much as you do? Reach out to us anytime! 

By Olivia Witt

Image by Nicole Todd

Lights! Camera! Unions?  

Long before the “Action!” begins, a successful video production needs an action plan. With the right preparation, magic can happen—whether you’re debuting an epic product promo, highlighting a customer success story, or crafting a video short for social media.   

Practice makes perfect, and our globetrotting video team has learned a few best practices that can help ensure your next production goes off without a hitch.  

1. Scout it out 

Whether you’re in a studio, office building, convention center, or outdoors, scouting your location helps iron out potential issues before filming day. For example, my team and I recently filmed a web series in a small conference room for a client in London. Thankfully, we checked out the room ahead of time and learned important details. A constant hum from the air ventilation system meant we would need extra sound dampening blankets and time to conduct sound tests. And when we saw the low ceilings, we knew we’d need to fly in a wider lens for the overhead camera.  

2. Firm up the schedule before the shoot  

Precise timing is critical to a successful production, so a finalized schedule will create a less stressful day on set. When planning your schedule, account for breaks, buffer time, and information that might impact production. This could be building closing times, hard stops, and anything else that might be helpful for the team to know ahead of time. Sending out a call sheet the night before production days is key to keeping everyone informed. We’ve also learned that bringing a few extra printed copies on the day-of helps everyone stay on task, and sets the team up for success. 

3. Communication, communication, communication  

We know from experience there’s no such thing as overcommunication when a lot of people are involved. Every role is interconnected, so getting everyone on the same page helps prevent costly re-shoots, rushed schedules, and maybe a few tears. If everyone’s clear on the vision and goals, you avoid unnecessary conflict or last-minute changes that compromise the quality of the final product.   

4. Don’t roll the dice on regulations  

Your production may need to follow a set of local regulations, which differ from place to place. For example, when 2A went to Las Vegas for a production, we learned our location was owned by a hotel and casino entertainment company that had its own production union labor regulations. We would need to work directly with the union to source our crew and provide strictly mandated breaks. Knowing the rules helped us flesh out our day-of schedule, providing enough time for breaks without sacrificing the creative vision…or violating labor laws. Phew! 

5. Embrace the unknowns 

No matter how much you prepare for a production, there will always be surprises. You must learn to be flexible and go with the flow of the project, which may turn out a bit differently than expected. Productions have so many moving parts that, inevitably, something will come up and you’ll have to pivot. Maintain calm and wear your problem-solving hat to keep everything running smoothly. Having an agency to lean on that’s well-versed in video shoot plot-twists and creative solutions can be indispensable. 

Looking for end-to-end production services? From creative to staffing to pre-through-post-production, 2A creates eye-catching marketing videos that captivate audiences. Get in touch today.