Imagine you’re in the market for an electric car. Unless you’re an engineer or a total car nerd, you’re probably focused on the things that matter to you: smooth acceleration, a quiet ride, lower fuel costs, and a smaller environmental footprint. You probably aren't thinking about the battery management system, the power electronics, or the lithium-ion cells working behind the scenes to make it all possible.

Most consumers care about how a product improves their lives, not the technology powering it.

But when it comes to AI, many companies focus on the opposite. Instead of highlighting the customer experience, they focus on the technology itself—and it’s hurting how customers perceive them. 60% of U.S. consumers say brands that use AI in their messaging are a turnoff, according to a recent report from WordPress VIP . Meanwhile, 74% say the internet feels less human than it did a decade ago. The human touch has become rare and increasingly valuable

AI may be changing the way we work, but it doesn't change what matters to customers. People still care about outcomes and genuine connection. Here’s how to talk about your company in the AI era without pushing customers away.

Customers Still Want Care

As the founder of a company grounded in automation, and a former computer science major, I’m always excited about the latest technological advances and how they can potentially shake up the workplace. But that doesn’t mean our users share my enthusiasm for the technology powering our workflows or our products.

Founders often assume that the more advanced their technology or AI capabilities, the more they should talk about it in their messaging. They might think it makes them seem more cutting-edge and innovative. But it can also alienate the same people they’re trying to reach.

Many consumers still associate AI with less human attention and support. They’re also skeptical. Half of U.S. adults say the increased use of AI in daily life makes them feel more concerned than excited, according to a recent Pew Research Center survey . A mere 10% report feeling more excited than concerned.

Business leaders may be excited about innovation. Customers, however, still value genuine care.

Even if your company works hard to preserve the human side of what it does, your messaging may tell a different story. That doesn’t mean that your company shouldn’t embrace AI and the latest tech. It just requires paying close attention to how you communicate with customers.

Why Outcome-Focused Messaging Wins

When it comes to talking about a company’s brand, I think back to an interview with Luca de Meo , then head of sales and marketing at Audi, today CEO of Kering. The interview is over a decade old, but the message rings true today. He explained that companies must have a clear promise and story. They have to think about what’s relevant to their customers.

Customers care about how your product or service will solve their problems or make their lives easier. They care about the outcome, more so than how you got there. Companies are tasked with telling their brand stories and connecting those narratives with something that matters to the customer.

WeWork, for example, may have had some bumps in its corporate journey. But it excelled at communicating messages that resonated with customers. They didn’t market themselves as a real estate company with a novel business model. They used the slogan “Do what you love.” That message is broader than merely offering workspaces—it’s about empowering people, especially freelancers and independent business owners, to pursue their passions and become part of a community of like-minded professionals.

Returning to de Meo’s advice, if you do talk about innovation and technology, do it in a way that’s understandable. Connect it with the outcomes it will deliver.

The most successful companies in the AI era won’t be the companies that talk most about AI. They’ll be the companies that make AI useful and reliable, without letting the technology become their story.