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Unlocking Incrementality: A Guide for Marketing Success
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Real-world success stories from top brands: See how leading brands use incrementality to drive growth and improve ROI.
THE EARLY YEARS: When AI websites were Toys.
Do you remember the time when AI websites have been appearing on Twitter and Product Hunt? Each week, a new one came out, which is This AI writes your tweets, This AI makes your headshots, or This AI tells you which breed of dog you would be.
They were fun. Impressive, even. However, in the real world, the majority of them were computer-based party tricks. You would test them, and then give it to a friend, and never look at it ever again.
It was the fidget spinner internet craze, hyped, noisy, and with minimal utility.
So, what changed?
THE Shift: When the Novelty Wore out.
Users became more intelligent as the hype faded. They no longer got impressed by the AI that could write anything and they began to question, okay, but can it actually help me do anything faster, better or cheaper?
It is at that point that the transition occurred, and AI websites became more of a tool than a gimmick.
Rather than the AI generators that were once randomly generated and could give us generic information, platforms are now constructed on practical results: time savings, work automation, and creativity.
AI stopped being the product. It turned out to be the driving force of improved experiences.
STAGE 1 -3: THE Evolution in Motion.
To deconstruct the way this evolution worked, step by step:
Stage 1: The Gimmick Era (2022-2023)
All startups affixed the term AI on their domains.
Overnight, tools were constructed with the identical APIs and templates.
The majority simply did one thing, which is to come up with text, images and names, and that is all.
The magic was popular at first but it did not take long before users discovered... it was not assisting them in doing anything new.
Stage 2: The Workflow Era (2023-2024)
Constructors began to add AI to the existing systems - CRM, email tools, design applications.
Such websites as Notion AI, Jasper, and Descript began demonstrating what useful really looks like.
AI was no longer about what it can do but what it can do is making my job a lot easier.
Stage 3: The Utility Era (2024-Now)
The most successful AI sites are now upon themselves non-visual - they can be incorporated into your workflow.
Imagine Gamma, Perplexity, or Claude, tools which you use, not because they are called AI, but because they work.
The novelty has been lost, but the value existed.
The New Standard: Value First, AI Second.
The most successful AI websites now have the same mentality: They do not sell AI they sell results.
This is what that would look like in action:
Value that is clear: Cut your client proposals by fifty percent.
Physical outcome: "Design a deck which appears to have been hours--in minutes.
Integrated experience: It is unaware of the AI, it simply works in the background.
It is no longer about the mechanics of it by the users. All they really need is that it works, in a reliable and faster and improved way.
WHY MANY AI WEBSITES FAILED
Calling a spade a spud: 90% of the AI websites that happened in 2022-2023 died or became unnecessary.
Why? Since they created on hype, not habit.
Too ambitious: AI that does it all does nothing.
Ineffective UX: Friction is not what people desire. An eye-catching demonstration does not constitute a good tool.
No distinction: There was no distinction in underlying models and prompts.
In a word - majority of the builders pursued the clicks, rather than the customers.
THE NEW BREED: AI As Infrastructure.
And we are now moving into the more intelligent stage of AI development - the places where AI sites are not based on a single trick but on long-term systems.
Some of what is known to be working currently:
Notion AI or Taskade are personal AI dashboards that can assist you in organizing your life or business.
Perplexity or Humata AI research copilots which summarize, synthesize and save time.
End-to-end workflow AI agents that operate on tasks (e.g., write outreach emails, update spreadsheets, etc.).
In other words: We now have AI that does not only make things but does it.
PRAGmatic Lessons to Builders.
When you are developing or utilizing AI tools, the following is what matters in reality:
Solve one real pain point. Choose something that users already have issues with. Do not make issues to suit your AI.
Concentrate on results, not cues. People do not need to learn about the mechanics of it, they simply require results.
Design for trust. Transparency, clarity and control always achieve victory. People will not be relying on it, should they not be able to predict the result.
Keep the AI invisible. The less your users are aware of the existence of the AI, the more pleasant the experience tends to be.
Think systems, not websites. A one-page app is cool. A workflow that can be repeated and saved up to an hour per week? That's a business.
WHAT YOU CAN DO TODAY
And actually, as a user, you just need to begin auditing the tools you actually use. Ask yourself:
What AI websites are now a part of my weekly routine?
What did I, once, and forgot to try?
Retain those that generate long term leverage, as opposed to temporary hype.
When you are a creator or a builder - then simplify and stick. The subsequent wave of AI success stories will consist of tools that make the life of people easier, but without being noisier.
In the past, AI websites were considered an innovation. Then they are turning into necessities.
It is not the magic anymore in what AI will do but rather how well it will fit in your life.