In May 2025, we hosted a no-fluff, strategy-packed webinar with Einat Weiss, CMO of NICE, and Jordan Elkind, Head of Brand Infrastructure at Blue Seedling.
The topic: how established brands can evolve – not erase – their identity in the face of AI disruption.
Einat’s seen it all. Over her 17 years at NICE, she’s led the company through two massive transformations: from on-prem to cloud, and then from cloud to AI leader. Her playbook is battle-tested, buyer-approved, and refreshingly honest.
We started with a reality check: What’s the biggest headache AI has created for B2B marketers?
The poll results were telling. “Differentiating from competitors” won by a landslide – which explains why you’re here reading this.
Watch the full recording below, and read on for key takeaways.
1. No one cares about your AI. (Really.)
“AI-powered” is not a value prop. Customers don’t care about the tech. They care about outcomes.
👉 A split-test by Irrational Labs showed that AI-heavy messaging decreased trust and conversion.
👉 Your real job? Focus on specific, costly, painful problems you can solve. The tech is just how you get there.
2. Think like a translator, not a trailblazer.
AI is new. But your buyers’ problems aren’t.
Einat’s tip? “Don’t educate from scratch. Build bridges using familiar language and concepts.” NICE named its AI agent Co-Pilot – a term Microsoft had already made mainstream. It created instant understanding and trust.
3. Your brand is the product.
AI has flooded the market with lookalike solutions. Buyers can’t tell them apart.
The result: differentiation is about perception as much as performance.
👉 Look like a company 10x your size.
👉 Anchor your visual identity in a clear, differentiated story.
👉 Avoid the “flying car” trap – beautiful creative with no grounding in what you actually do.
4. Kill your darlings.
If your product name, feature, or launch plan doesn’t land with buyers? Drop it.
NICE learned this the hard way when they invested in branding their AI engine “Enlighten” – only to scrap it later due to buyer confusion. Simple > clever.
5. Meet your new best friend: the CPO.
Forget the old B2B buddy cop duo of sales + marketing. In the AI era, your most strategic partner is product.
The best marketers today:
- Bring customer insights into product roadmaps.
- Sit in on demos and give buyer-minded feedback.
- Drive launches from the story out – not the spec sheet.
💥 3 Things You Can Do Today
- Run a “pain audit” on your homepage. Does it speak to real problems – or just hype?
- Apply the 10x visual test. Do your brand assets scream market leader… or startup from 2021?
- Start with the press release. Write the story before you write the launch brief.
In a sea of AI sameness, brand is your moat. Differentiation starts with storytelling and succeeds with ruthless clarity.
If you’re navigating a repositioning and want a partner who gets B2B tech, learn more about our Brand Infrastructure offering – or get in touch. We’ve helped companies like Cloudinary, Dot Compliance, Astrix Security, IONIX, Viaduct, and Juno Journey stand out – and stay there.
