AI: Sell the Magic, Not the Machine

AI is like electricity: revolutionary, ubiquitous, and often invisible. The challenge is that many people don't understand it, not due to a lack of intelligence, but because companies focus on explaining the technical details instead of demonstrating its practical applications. AI's issue is one of framing, not technology.

Options

Look at this menu, it is confusing. Here’s why:

Names like “GPT-4,” “GPT-4o,” “GPT-4o Mini,” and “O1” are too similar. The differences aren’t obvious, leaving users guessing what distinguishes one from another. It’s like giving someone a menu with five dishes that all sound like variations of the same thing.

This menu fails because it ignores the principles of human-centered design. People don’t want to think about your internal logic; they want simplicity and clarity. Group options by purpose, highlight the most common choice, and make the differences obvious. Good design reduces cognitive effort, not increases it.

The Fix

  • Rename options to focus on outcomes, not tech jargon. E.g., “Fast Mode,” “Deep Insights Mode,” “Everyday Mode.”

  • Add a clear default (e.g., highlight “Recommended for Most Users”).

  • Use icons that directly match user expectations (e.g., a stopwatch for speed, a lightbulb for detail).

  • Provide a brief explanation under each choice: “Fast Mode – Quick responses for everyday tasks.”

What’s the story?

AI needs a story. A human story. Right now, they are pitching it like it’s some kind boring checklist. Stop that.

Here’s how you fix it:

  • Don’t say “AI-powered solutions.” Say “Get your time back.”

  • Stop explaining neural networks. Nobody wants a lecture. Say, “It’s like a butler for your work.”

  • Show the results. Not the guts. Nobody cares about the engine. They want to know how fast it goes.

  • “Stay ahead of the game with cutting-edge tools.”

  • “Never worry about the details again—AI has it covered.”

Focus on Outcomes, Not AI:
Highlight what AI enables users to do, not the fact that it’s powered by AI. Example: Instead of “AI-powered analytics,” say, “Get instant insights from your data.”

Demystify the Tech:
Use relatable analogies or plain language. Explain AI in terms of what it achieves, not how it works.

Remember

AI isn’t the hero. The user is.

Abdi Jama