We’re living through what many call the golden age of Artificial Intelligence. From generative text tools like ChatGPT and Google Gemini to predictive analytics in finance and supply chains, AI is no longer a buzzword—it’s infrastructure. But ironically, the term “AI” itself might be on the verge of extinction in everyday language.
Two years from now, we won’t stop using AI. We’ll stop calling it that.
The History of Buzzwords: From “Internet” to “Online” to “Invisible”
To understand where AI is headed linguistically, let’s look back.
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In the early 2000s, every business advertised their new “Internet presence.”
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By 2010, we’d stopped saying “I’m using the Internet”—we just said we were “on Twitter” or “checking email.”
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Today, “online” is implied in nearly every context. It’s not a feature; it’s a given.
AI is following that same path. As it becomes ubiquitous, the novelty wears off. It becomes less of a differentiator and more of a utility.
Think about it: when was the last time you praised a business for using electricity?
This idea isn’t new. As early as 2011, computer scientist John McCarthy—one of the founding figures of AI—was quoted (via Bertrand Meyer) saying: “As soon as it works, no one calls it AI anymore.”
And that’s exactly what we’re seeing unfold. Spell-check, GPS navigation, online recommendations—these were once seen as futuristic applications of artificial intelligence. Today, they’re just standard features. Once AI becomes reliable and familiar, the magic label disappears, and it fades into the fabric of everyday tools.
The Business Case for Moving Beyond the Term “AI”
1. AI is Too Broad
What does “AI” even mean anymore? Image recognition? Predictive sales models? Chatbots? Self-driving cars? The term is becoming too diluted to be useful – not mentioning about the issue of AI washing.
That’s why forward-thinking companies are getting more specific:
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Tesla talks about Autopilot and Full Self-Driving, not “AI”.
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Salesforce uses Einstein GPT.
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Notion, Canva, and Adobe brand their AI as “Magic.”
The future isn’t about artificial intelligence—it’s about branded intelligence.
2. Consumers Trust Function, Not Terminology
Surveys by McKinsey & Company show a curious contradiction: Consumers love using AI features (like smart filters, AI-generated images, or personalized recommendations), but they distrust the term “AI” itself.
So what’s the fix? Remove the term. Keep the magic.
That’s why companies like Apple and Google don’t plaster “AI” on every product—they just make them smarter and let the user experience speak for itself.
3. Regulation Will Force New Language
Governments around the world are rushing to regulate AI. As they do, expect a bureaucratic reclassification that businesses will adapt to. Already, we’re seeing terms like:
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Autonomous systems
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Algorithmic decision-making tools
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Cognitive automation
In just a few years, “AI” might be too controversial, too regulated, or too vague to be used safely or accurately in enterprise communications.
Meet the New Terminology: Intelligent Everything
So, if we’re dropping “AI,” what are we replacing it with?
Here’s what the next wave of naming conventions might look like:
| Old Label (Today) | New Label (2 Years from Now) |
|---|---|
| AI Assistant | Intelligent Agent / Digital Teammate |
| AI Algorithm | Cognitive Model / Smart Function |
| AI Feature | Magic Tool / Insight Engine |
| AI Workflow | Adaptive Automation System |
We’re already seeing this shift. In enterprise software, terms like “process intelligence” and “data co-pilot” are gaining traction. In consumer tech, “smart” has become a universal prefix—smart homes, smart cars, smart wearables.
It’s not just rebranding—it’s a signal that intelligence is no longer “artificial.” It’s just expected.
Branding Takeaways: Why Smart Companies Will Drop “AI”
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Brand Differentiation
Everyone claims to use AI. So using the term no longer distinguishes your product—it actually buries it in noise. The real winners will brand how their AI works and what it does for the user. -
Future-Proofing
As regulatory and ethical concerns mount, associating your brand too closely with “AI” may become risky. Pivoting now to functional naming (like “productivity enhancer” or “learning optimizer”) can keep you flexible. -
User-Focused Storytelling
Users care about outcomes. Don’t say your product uses AI. Say it helps you write faster, make better decisions, or save money. Let the AI do the work—and let the user take the credit.
A Parallel: Why You Don’t Say “I’m Using SaaS”
AI today is like SaaS (Software as a Service) in 2010.
Back then, businesses loved to trumpet that their tool was “SaaS-based.” Now, it’s irrelevant. Of course it is.
You don’t sell the infrastructure—you sell the value. The benefit. The transformation.
In 2027, “AI-powered” will sound like “cloud-based”—true, but boring.
What This Means for Founders, Marketers, and Investors
If you’re building or backing a startup, now is the time to:
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Stop using “AI” as a placeholder for innovation.
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Start focusing on the specific value your intelligence adds.
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Build brand stories around capabilities, not capabilities’ names.
Remember: In two years, if your product still markets itself as “AI,” you’ll sound outdated—like a startup still bragging about having a website in 2025.
Final Thought: AI Is the Electricity of the 21st Century—Invisible but Inescapable
When electricity was invented, people called it “electrical power.” It was a marvel. A feature. A competitive edge.
Today? It’s a utility.
AI is on the same trajectory. And like electricity, once it’s everywhere, no one will talk about it. They’ll just use it.
So two years from now, your company may still run on AI. But you won’t call it that.
You’ll just call it: business as usual.