Tom Blanck
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By Tom Blanck | TMBPartners
Everywhere you look, companies are racing to integrate artificial intelligence into their business. They’re using it to forecast inventory, write content, spot risks before they happen and streamline just about everything.
But for all the energy around what AI can do, there’s a quieter question most businesses haven’t answered yet: How do you talk about it? Because having AI is one thing. Communicating it in a way that builds trust, reinforces your brand and makes sense to real people — that’s something else entirely.
The real miss isn’t tech — it’s messaging
In the push to innovate, it’s easy to assume the technology will speak for itself. It doesn’t. The truth is, most AI messaging is either too vague to be useful (“we’re leveraging the power of AI to improve results”) or too technical to connect (“our LLM-based forecasting model uses multi-variable pattern recognition to…” you lost them at LLM).
Customers, partners and employees don’t just want to know that you’re using AI. They want to know what it means for them. Does it save time? Add value? Make life easier? Increase confidence? If you don’t explain it, someone else will — possibly in a way that doesn’t do your brand any favors.
The companies getting it right
In working with companies across industries, we’ve seen firsthand how a clear communication strategy can elevate the way AI is introduced and understood. Two recent examples stand out — not just for how they use the technology, but for how they tell the story around it.
Authority HVAC, for example, works with national brands to manage HVAC systems across hundreds of locations. They use AI to track performance data and forecast when major repairs or replacements are likely — long before things break down.
But what sets them apart isn’t just the tech. It’s how they frame it.
Instead of leading with jargon, they lead with outcomes: fewer emergencies, better budgeting and C-suite-ready capital planning reports. The messaging stays grounded in business impact — practical, clear and aligned with the priorities of executive decision-makers.
Then there’s 10 to 1 Public Relations, which developed a proprietary AI platform to streamline content creation without losing the unique voice of each client.
Their system helps PR teams move faster — drafting press releases, blog posts and media responses more efficiently — while still sounding human, thoughtful and on-brand. Instead of replacing creativity, the platform enhances it, giving their team more time to focus on strategy, storytelling and client relationships.
It’s a smart use of AI that puts control in the hands of experienced communicators — helping them scale content without sacrificing quality or clarity.
What good communication looks like now
In this new era, marketing and communication teams aren’t just supporting the business — they’re helping define how progress is understood. Done right, communication strategy can:
• Turn complex tools into clear value
• Build customer trust in new systems
• Keep messaging consistent across fast-moving teams
• Position the company as smart, capable and forward-thinking
Design plays a huge role in that, too — how you visualize data, how your brand shows up on new platforms, how your website or sales deck explains a capability in seconds, not paragraphs. It’s not about hype. It’s about clarity. Confidence. Connection.
The question every company should be asking
You don’t need to explain the inner workings of your AI system. But you do need to explain why it matters — and what it does for the people who rely on you.
If your team is already using AI, great. Now’s the time to make sure your messaging reflects that progress in a way people understand and trust. Because the companies that will win aren’t just building the future. They’re communicating it — clearly, confidently and with purpose.
Editor’s note: Tom Blanck is the founder of TMBPartners, a Gilbert-based marketing communication and design firm. Please send your comments to AzOpinions@iniusa.org. We are committed to publishing a wide variety of reader opinions, as long as they meet our Civility Guidelines.
