Turning Noise Into Narrative: What It Really Takes to Market an AI Product

When people ask me what it's like to market an AI product, they expect me to talk about the technology. The algorithms. The features. The shiny demos.

But here's the truth: marketing an AI product isn't just about the tech. It's about listening.

A lot of listening.

It looks like hours and hours of meetings with the people who built the product - innovation officers, engineers, data scientists, product managers - hearing what they believe makes it special and why they poured so much into it. It's listening to the GTM and sales teams who are out in the field every day, who know exactly what objections they're hearing and what sparks interest from clients. It's listening to the people who talk to our clients and candidates daily, who understand firsthand the pain points, frustrations, and opportunities. It's listening to executive leadership, who are thinking five years down the road and want to make sure the product reflects where the industry is heading.

And then, it's stepping back to look at the bigger picture: the state of the market itself. What's driving buying patterns? Where are HR and TA leaders placing their bets? How are candidate expectations shifting?

The job is to take all of those voices, all of that noise, and distill it into one clear, compelling story. A story that captures the heart of what the product does, while also reflecting the voices of everyone who brought it to life and everyone who will use it.

That's the real challenge. It's not just about turning a list of features into collateral. It's about weaving together the vision of a product leader, the urgency of a salesperson, the insights of a recruiter, the aspirations of a CEO, and the needs of the market into something that feels simple, human, and true.

When we did this for Anna AI, it wasn't just about saying "she screens faster" or "she automates scheduling." It was about telling the story of how she changes the day for a recruiter, a hiring manager, and a candidate. It was about making sure that every stakeholder could look at our message and say, "Yes. That's my voice in there. That's what matters to me."

Because that's what good marketing really is. Not the loudest voice in the room. Not the flashiest feature list. It's the story that comes out when you've listened to everyone, connected the dots, and turned the noise into a narrative people can believe in.

And if you've ever been in that position yourself - trying to balance competing voices and priorities and build something everyone feels proud to be a part of - you know it's not easy. But when you get it right, it's powerful. That's what makes all the late nights and endless conversations worth it.

So let me turn it back to you. How do you cut through the noise in your world? I'd love to hear.