Never Use AI as Your Value Proposition

Why Everyone's Angry About AI Right Now

Artists watching Disney announce AI-generated content on Disney Plus aren't just disappointed – they're feeling betrayed. Musicians seeing record labels tout AI production aren't just skeptical – they're furious.

And they have every right to be.

When you lead with AI, here's what customers hear: "We found a cheaper way to avoid paying creative people." They hear: "We prioritize profit margins over quality." They hear: "We don't value the human craft that made our brand worth loving."

The reddit thread about Krafton's AI announcement is a masterclass in how NOT to communicate technology adoption. Comments ranged from "fuck you and your AI" to users deleting their wishlists. These aren't luddites – they're fans who feel their trust has been violated.

The Association Problem: AI = Slop

Right now, AI is associated with low-quality, mass-produced garbage. Every platform is flooded with AI-generated articles that say nothing in 3,000 words. Social media is drowning in soulless AI art. YouTube is infested with AI voice narrations reading stolen content.

This is the brand association you're buying into when you trumpet AI as your main feature.

Even though I know firsthand that AI can produce exceptional results with proper human orchestration – I've built profitable tools with it – the public perception is what matters. And that perception is TOXIC.

What Actually Matters to Customers

Your value proposition should focus on what you deliver, not how you deliver it. Are you faster? More affordable? Better customer service? Higher quality? These are the things that matter.

Take my own product, Music Made Pro. People search for "change lyrics with AI" because that's the technical query. But I don't lead with AI in my marketing. I lead with the result: "Change any song's lyrics with the original artist's voice."

The AI is the HOW. The value is the WHAT.

Disney fans don't want "AI-generated short-form content." They want great stories. Gamers don't want "AI-first development." They want immersive experiences. Your customers don't want your process – they want your promise fulfilled.

The Reality: AI as a Content Chunk Generator

Here's what most companies don't understand: AI's current sweet spot isn't replacing entire creative workflows. It's generating content chunks that skilled humans assemble into something GOOD.

In coding, AI writes functions that developers integrate. In music, it creates stems that producers mix. In video, it generates elements that editors composite. The magic happens in the human orchestration.

When I built AI video workflows, the best results came from using AI for specific tasks within a larger human-directed process. Not "push button, get video." But "generate this specific element that I'll incorporate into my larger vision."

Suno's latest model might be a better producer than I am. But it still needs human curation, editing, and quality control to create something people actually want to listen to. That's not a limitation – that's the point.

Case Study: Disney's AI Announcement Disaster

Disney's announcement about AI-generated content on Disney Plus is a masterclass in brand self-destruction. They took a platform built on hand-drawn magic and announced they're pivoting to generated slop.

The response was predictable and brutal. Artists who grew up dreaming of working for Disney felt betrayed. The Owl House creator told people to pirate the show instead of subscribing. Thousands of negative comments flooded social media.

What's particularly stupid about this move is that Disney already uses AI in production. Visual effects, animation assistance, workflow optimization – it's all there. But they kept it behind the scenes where it belongs. The moment they made it the headline, they killed their own magic.

Even if the AI-generated content ends up being decent, Disney has already lost. They've repositioned themselves from "the place where dreams come true" to "the megacorp that fired artists to save money." 💸

The Only Time to Use the AI Term

There's exactly one scenario where leading with AI makes sense: when your customers are specifically searching for AI solutions.

If people Google "AI video editor" or "AI code generator," then yes, use the term. You're matching their search intent. But even then, quickly pivot to the actual value you provide.

For my AI tools guide, I use the term because readers are explicitly looking for AI solutions. But notice how I focus on results: "tools I'm using to make money," not "tools that use neural networks and transformers."

The AI label should be a discovery mechanism, not a differentiator.

Focus on Craftsmanship, Not Creation Method

A savvy VFX artist using ComfyUI workflows will absolutely crush someone using out-of-the-box AI video generators. Why? Because they understand the craft. They know when to use AI, when to use traditional tools, and how to combine them seamlessly.

This is the lesson every company needs to learn: the tool doesn't matter. The result does.

When I create content, I might use AI for ideation, traditional tools for execution, and manual processes for polish. The customer doesn't need a breakdown of my workflow. They need to know if the final product solves their problem.

Krafton's "AI-First" Announcement: How to Kill a Game Before Launch

Subnautica's fanbase isn't just disappointed – they're mourning. Krafton's announcement about becoming an "AI-centred management system" reads like corporate madlibs. "AI human resources"? "AI-driven game development"? They might as well have announced "We're replacing passion with algorithms."

The community response tells you everything: "fuck you and your AI," "I'm not buying Subnautica 2," "already heading out the door." These aren't random trolls. These are devoted fans who've been waiting years for a sequel.

What kills me is that they could use AI to enhance creature behaviors, improve procedural generation, or optimize performance. Instead, they led with corporate buzzword salad that screams "we're going to fire developers and ship garbage."

The irony? The game's story is literally about a corporation (Alterra) that values profit over people. Krafton just became their own villain. 🎮

How to Actually Use AI Without Destroying Your Brand

I use AI every day. It's transformed my business. But here's how to do it without becoming another cautionary tale:

1. Never Lead With the Technology

Your headlines should focus on customer outcomes. "Get your content 5x faster" beats "AI-powered content generation" every time.

2. Use AI for Enhancement, Not Replacement

Frame AI as amplifying human creativity, not replacing it. "Our designers use advanced tools to deliver better results faster" preserves the human element.

3. Keep It Behind the Scenes

Your customers care about results, not your tech stack. Use AI to improve your operations, but talk about the improved service, faster delivery, or better quality.

4. Maintain Quality Standards

If using AI means shipping lower quality, don't ship. The market is already flooded with AI slop. Be the company that uses AI to exceed human-only quality, not replace it.

5. Respect Your Industry's Values

Creative industries value craft. Technical industries value innovation. Service industries value relationships. Don't let AI messaging contradict your industry's core values.

The Future: When AI Becomes Invisible

Remember when "digital" was a selling point? "Digital photography!" "Digital music!" "Digital banking!" Now it's just photography, music, and banking. The technology became invisible.

AI will follow the same path. In five years, mentioning AI in your marketing will be like bragging about using computers. Everyone will use it. Nobody will care.

The winners will be companies that integrate AI now but market their excellence, not their tools. They'll use AI to be faster, better, more creative – without making it their identity.

Start building that future now. Use AI aggressively behind the scenes. Talk about results obsessively in your marketing. Let your competitors brag about their AI initiatives while you quietly eat their lunch with superior execution.

The Bottom Line

Making AI your value proposition is like a restaurant advertising "We use air fryers!" Sure, it might be efficient. But nobody's excited about eating there.

Your value proposition should be the amazing meal, not the kitchen equipment. The incredible experience, not the backend technology. The problem you solve, not the tools you use to solve it.

I'll keep using AI to build better products, create more value, and serve clients more effectively. But I'll be damned if I'm going to make it my headline. My results speak louder than my tech stack ever could.

Don't be Disney. Don't be Krafton. Be the company that quietly revolutionizes their industry while competitors are still arguing about whether to use AI.

The best technology is invisible. Make your AI disappear into exceptional results.