Ask HN: To lead with, or bury, AI in product marketing
Here on hackernews there seems to be very little other than AI related stories. Maybe not all too strange given the crowd who frequents this site. From what I gather the mostly positive sentiment isn't as widely shared among the general population (0: 50% of americans are more concerned than excited about the increase use of AI).
How do you think about whether or not to mention, or advertise, the AI capabilities of your own products when marketing to the general population? Do you advertise them heavily, sell them as a feature, or just let them add value and fade into the background as any other implementation detail?
I am very torn on this myself. We have recently added quite some AI features to our search products [1], namely ai generated answers, and using ai vision to classify images and the likes, and while these are features I am very proud of, I am rather hesitant to put them front and center in marketing, lest I alienate the more non-tech crowd that really is our core customer base.
Again: I'd love to hear how you think about, and approach, this in your own product marketing!
Lots of love from Berlin
0. https://www.pewresearch.org/science/2025/09/17/how-americans-view-ai-and-its-impact-on-people-and-society/ 1: https://monocle-search.com and https://searchcue.com