Beyond 'AI-Powered': A Practical Framework for Positioning AI in Cybersecurity Products

Everyone claims their product is "AI-powered" – but what does that actually mean to buyers, and how do you position AI features without falling into meaningless buzzword territory? In this hands-on workshop, Andrew Stiefel, Senior Product Marketing Manager from Endor Labs, will guide you through the critical decisions that shape effective AI positioning in cybersecurity products.

You’ll learn when AI is truly the product, when it’s just a feature or enabler—and why confusing an agent with an MCP server can kill your credibility. We’ll dig into when to give AI a personality (and when not to), how to navigate the technical skepticism of security buyers, and why “AI-powered” might be the worst phrase you can use. Through real-world examples and interactive exercises, discover how to position AI as either a core differentiator or enabling technology based on your audience, market maturity, and competitive landscape.

Key takeaways include:

• A decision framework for positioning AI as a product, feature, or enabler
• Strategies for explaining AI to technical vs. non-technical buyers
• How to avoid the "wrapper trap" and articulate real differentiation
• Why data, not prompts, creates defensible competitive moats
• Practical worksheets to apply these concepts to your own products

Whether you're marketing an AI-native startup or adding AI capabilities to an existing solution, you'll leave with actionable strategies to cut through the AI noise and connect with security buyers who've heard it all.