Repositioning Enterprise AI Messaging Around Human Value
As AI conversations became increasingly saturated with buzzwords and hype-driven marketing, Upland Software needed a more human-centered approach to communicate the practical value of enterprise AI solutions.
The Human Over Hype campaign was developed to reposition AI messaging around clarity, accessibility, and real-world business impact through integrated storytelling and thought leadership initiatives.
The Challenge
Enterprise AI marketing had become crowded with repetitive messaging, technical jargon, and exaggerated claims that made differentiation increasingly difficult. Buyers were becoming more skeptical of AI promises while looking for clearer explanations of how these technologies could create meaningful business value.
Upland Software needed a campaign that simplified complex AI conversations while strengthening trust, relatability, and audience engagement across enterprise technology audiences.
The Strategy
The Human Over Hype campaign centered on a more practical and human-focused AI narrative designed to make enterprise technology conversations feel clearer, more approachable, and commercially relevant.
The campaign connected thought leadership, long-form editorial content, webinars, email marketing, social promotion, video content, and digital storytelling into a cohesive narrative focused on how AI could support real people, workflows, and business outcomes rather than abstract industry hype.
My Role
Led campaign messaging, editorial storytelling, and integrated content development supporting the Human Over Hype campaign across digital, thought leadership, email, webinar, and social initiatives.
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13K+ views on the Human Over Hype brand video, becoming one of the company’s top-performing YouTube videos
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Strengthened audience connection and differentiated the brand through more human-centered AI storytelling and messaging
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Created scalable campaign messaging and content assets reusable across multiple marketing channels and initiatives