Marketing communication strategies used by high-tech companies: the case of artificial intelligence brands

Purpose – With the growing demand for AI, high-tech companies face increasing competition in capturing users’ attention. This study explores how these companies craft and promote compelling web messages to stand out. Design/methodology/approach – The study examines the online messaging of thirty AI companies through a two-phase approach: reflexive thematic analysis to identify core brand messages, followed by applying a theoretical branding framework to assess their alignment with structured narrative patterns. Findings – Artificial intelligence (AI) companies often publish content emphasizing their trustworthiness, power, strength and agility, while also attempting to humanize the technology. This approach is aimed at convincing stakeholders that their solutions are superior to competitors. Originality/value – This study offers new insights into AI companies' messaging strategies, revealing that while they seek differentiation, their communication often converges within the “3B's” framework (“Brand, ” “Brand & Others” and “Buzzwords”). These themes function as narrative trajectories in AI branding, providing a theoretical–practical model for online brand communication.