AI. AI. AI. Ai yai yai! Since last November, the chorus for artificial intelligence has grown louder and LOUDER. 📣

And, I’m not sure if it’s because technology companies understand what to build with it or if it’s an attempt to weather the current economy. “Hey, AI is trendy. Let’s ride this wave. Sell it while it’s hot.” 🌊

Yes, I’ve used ChatGPT. I’ve seen what Adobe Photoshop can do. Midjourney is cool. I even tried to get RoomGPT to help me redesign my house (spoiler: sorry, no). I see the potential there. And, yes, it’s limitless.

But is it disruptive yet? 👊

Here’s my product marketing take:

When OpenAI launched ChatGPT, it became the fastest-growing app of all time. And a new bar was set for successful product launches everywhere. Eat your hearts out, PMMs! PLG for the win. 🤓

A subtle change happened, too. AI transformed from an add-on feature into a product. And OpenAI became the leader of a new market category. In other words, AI used to be the seasoning you added to the entrée. Now, it’s the main course. Or at least, an à la carte item. 😋

Yet companies are still treating it like a feature. Let’s add generative AI to this. A sprinkle of LLM here. GPT it. And who can blame them? It’s too new. The cost to build your own AI innovation is astronomical. To remake a dish as “AI-first” when you already have real breadwinners… well, that’s more reasonable but also tough. Especially now. 🥖

So, what’s changed? Everything and nothing. Product teams are reimagining. Product marketers are still adding the current flavor of “with AI” to sentences.

Is this the beginning of a new Iron Age? No one knows. ¯\_(ツ)_/¯

The latest AI tools are novel. But, to me, they are more distracting than disruptive. At least for right now.