Artificial Intelligence (AI) has taken the business world by storm.
For many companies, AI is viewed as an irresistible force—a shiny, mysterious, and seductive technology that promises to revolutionize industries. But with this growing allure comes an important question: how far should companies lean into AI as a core element of their branding and differentiation strategy?
One example comes from Intercom, a well-known customer service platform. Intercom has aggressively repositioned itself with a new AI-first narrative. But is this the right approach? And, more importantly, should other companies follow suit?
Let’s explore this shift in more detail.
Intercom’s Bold Shift Toward AI
Intercom has long been a trusted platform for companies to manage customer support, with a focus on offering solutions that empower businesses to resolve issues quickly, leading to happier customers.
This messaging—centered around helping companies meet customer needs—was a strong selling point. In 2023, their homepage read:
“Support customers at exactly the right moment. Faster resolutions. Happier customers.”
But as AI has become the hot topic in tech, Intercom made a major pivot. Their current homepage messaging now highlights their AI-first approach:
“The new age of customer service is AI-first. AI-first is a totally new way to deliver customer service. The entire Intercom platform is powered by AI.”
This shift shows just how Intercom is riding the AI wave. They position themselves as “the only complete AI-first customer service platform.” The narrative has moved from customer-centric messaging to tech-centric messaging—shifting the focus from solving customer pain points to promoting their AI-powered technology.
The AI Bandwagon: Smart Move or Risky Gamble?
There’s no question that AI has massive potential. From chatbots to automation tools, AI can streamline operations, enhance customer experiences, and reduce human error.
For a platform like Intercom, leveraging AI makes sense—it’s a natural evolution of customer service technology. But how much should a company emphasize AI in its branding?
In Intercom’s case, the shift to an “AI-first” approach seems like a deliberate attempt to differentiate in a crowded marketplace.
However, in the process, it feels as if they’ve traded their focus on customers for an overemphasis on technology. This raises the question: is the average customer more interested in AI technology, or do they care more about how a platform can solve their problems?
Many businesses want faster resolutions and better customer experiences, and AI can certainly play a role in that.
But focusing solely on AI can risk alienating prospects who may feel overwhelmed or skeptical about the technology. A potential customer may see “AI-first” and wonder: does that mean my business isn’t important to Intercom anymore? Will AI take priority over actual human support?
Differentiation Shouldn’t Sacrifice Customer Value
Differentiation is a critical element of any successful marketing strategy. But differentiation must be grounded in real customer value, not just trendy technology.
Intercom’s earlier messaging clearly spoke to the needs of its users—faster resolutions and happier customers. It was about outcomes, not the tools.
By shifting to an AI-first narrative, Intercom risks being perceived as focusing more on their technology than on their customers’ success. Yes, AI is a tool, but it should be positioned as a means to an end—helping companies deliver better customer service—rather than as the end goal itself.
Is AI Enough to Attract and Retain Customers?
In today’s market, customers are bombarded with AI-based solutions. AI is everywhere.
But relying on AI as the primary differentiator might be shortsighted. What customers ultimately want are results: improved efficiency, happier customers, and more meaningful interactions.
AI can be a part of that equation, but companies need to strike a balance between highlighting their technology and focusing on how it delivers value.
For businesses like Intercom, it’s important to remember that while AI might be an exciting differentiator today, it’s the outcomes that truly matter in the long run. Customers care about the solution, not just the technology behind it.
What Should Companies Do?
For companies grappling with how much AI to integrate into their messaging, the lesson from Intercom is clear: don’t lose sight of the customer. AI can enhance products and services, but it should complement, not replace, a customer-first narrative.
If you’re considering positioning your company around AI, ask yourself:
- Are you emphasizing how AI improves the customer experience, or simply highlighting the technology?
- Are you still speaking to the core needs and desires of your target audience?
- Is your messaging accessible to non-technical prospects, or is it too focused on jargon and buzzwords?
The goal should be to integrate AI in a way that reinforces your customer value proposition—not to let AI take over your messaging.
What’s your take on Intercom’s AI-first messaging?
Do you think AI resonates with prospects looking for new solutions, or is it too much of a leap? Let us know your thoughts in the comments below.
