Benjamin Franklin wisely said, "A well done is better than well said."
As AI continues to dominate conversations across industries, it’s no longer enough to merely talk about its potential.
For organisations looking to harness the power of AI, the focus is shifting from theoretical discussions to practical, measurable outcomes.
At a 2024 SXSW Sydney conference, top tech thought leader Gladwin Mendez shared his insights with AZK Media Managing Director Azadeh Williams on how AI tech vendors can stand out in a crowded market with ROI and why marketing and PR play a pivotal role in demonstrating the true value of AI solutions.
AI in 2025: Moving from talk to action
For many businesses, 2024 was the year of AI – where the buzzword met real-world application.
A 2024 Deloitte report found that three in four Australians who use GenAI said it has improved the speed at which they can complete tasks. This increase in productivity has led to significant time savings. Almost half of GenAI users surveyed (47 per cent) said they use the time saved to complete additional tasks at work, while one in four invested time in further learning or skill development.
Despite this data highlighting an attractive ROI, Australia has the second-lowest share of GenAI users (including employees and students) of Asia-Pacific (APAC) locations surveyed – 54 per cent, compared to the Asia-Pacific average of 67 per cent. Developing locations such as India, Indonesia, and Malaysia have a stronger share of GenAI users than Australia, New Zealand and Japan.
Why is the uptake slow in APAC? One possible answer lies in businesses needing to see ROI from AI before fully committing to its adoption.
“It’s time for delivery,” Mendez says. “We’ve heard a lot of talk, but now it’s time to actually show organisations how they can realise a return on investment through AI.”
Why demonstrating ROI is the key to unlocking client wins
Ultimately, AI is all about delivering value – and organisations are looking for clear evidence of that value.
Mendez explains that one of the biggest mistakes vendors can make is focusing on product features or abstract benefits. Instead, the conversation should centre around ROI – what tangible improvements AI has made for customers.
“If you can show the ROI, you’ve got the customer’s attention.”
A recent McKinsey & Company study states companies that rigorously measure AI’s ROI report 20-30 per cent higher returns compared to those that don’t.
For marketers and PR professionals working with AI vendors, the goal should be to highlight results and impact through consistent messaging that captures the essence of the solution’s real-world effectiveness.
Customers no longer want to be sold on theory – they want to see how AI works and what it can do for them in practical terms. Whether through detailed case studies, client testimonials, or video content, showing AI in action and sharing concrete outcomes is essential to building trust and credibility.
Which companies are successfully adopting AI?
In Australia, a few major players stand out as prime examples of optimal GenAI adoption, including:
Telstra: Developing a GenAI knowledge bot, AskTelstra, which allows staff to search over 2,000 manuals via a simple interface.
Lendlease: Creating a digital platform, Podium for Development, which uses computational design and GenAI to configure optimal designs and reduce waste.
Foresight Medical: Utilising GenAI to recognise ocular biomarkers and, in turn, advance the early diagnosis of Alzheimer’s disease.
With a plethora of AI solutions and tech vendors now competing for attention, the challenge is no longer about having a cutting-edge product; it’s about proving that it works.
“The real opportunity is in execution,” Mendez adds.
As new entrants come into the market with plans to utilise GenAI and challenge established business models, marketing and PR become the foundation for company success, giving technology businesses the platform to showcase tangible results and customer advocacy.
How tech and AI vendors can gain momentum in a crowded APAC market
With so many companies offering AI and data analytics solutions, standing out seems as hard as winning the lottery.
For Mendez, it's not luck, it's data. Vendors who can showcase real-world applications – backed by data and demonstrable ROI – are the ones who will rise above the competition.
“It’s about showing, not telling,” he says.
Demonstrating successful AI implementations through case studies, testimonials, and specific use cases is vital for gaining trust.
Organisations are increasingly looking for clear evidence of how AI can drive measurable outcomes in areas like efficiency, revenue growth, and customer satisfaction.
Mendez points to the importance of showcasing the tangible impacts that AI has had on organisations and communities. Instead of engaging in theoretical discussions, tech vendors must shift their focus to showing how their AI tools have solved real problems, delivered ROI, and improved business performance.
How PR and marketing can integrate AI for optimal success
In a saturated AI marketplace, the role of marketing and PR becomes the essential factor to attracting your audience. With consistent communication and effective storytelling, Mendez says cutting through the noise is achievable. But it’s not just about promoting your product – it’s about sharing authentic stories of AI in action.
“PR and marketing are critical because they help you stand out in the ‘red ocean’ of AI competitors,” he explains.
This "red ocean" refers to a market that is overcrowded with competitors, each vying for attention. To stand out, AI vendors need to deliver messages that resonate with their audience, harnessing customer testimonials and success stories that demonstrate the real-world value of their solutions.
And, traditional advertisements? Not effective. Mendez instead opts for user-generated content – such as videos and customer stories – that show AI in action.
“People want to see the product in use,” he says. “They want to see the outcomes, not just hear about them.”
What can AI vendors embrace?
Focus on ROI: Showcase proven use cases that demonstrate the ROI of AI solutions.
Customer advocacy: Capture customer testimonials and “war stories” of successful AI implementations to use in marketing and PR efforts.
Embed ROI into marketing avenues: Consistently communicate practical outcomes and impact, focusing on real-world results rather than theoretical discussions.
In 2025, it’s clear that AI is now an integral part of the future of business. However, for AI vendors to succeed in an increasingly crowded marketplace, they must focus on what truly matters: delivering tangible results and communicating those results effectively through PR and marketing strategies that highlight the real-world impact of their solutions.
In the end, AI is all about showing how it works, not just telling people about it. By prioritising ROI, real customer success stories, and transparent communication, tech vendors can distinguish themselves in a competitive field and ultimately drive their success.
Authored by Jessica Phillips, Senior Social Media and Communications Specialist at AZK Media.
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