Rarely has a technology caught the imagination as fast as Artificial Intelligence, which according to Gartner will feature in almost all new software products by 2020.
The analyst firm has based its prediction on astonishing website stats and corresponding levels of hype perhaps unseen before in the tech sector until now.
According to search analysis of Gartner's website, in 2016 the keywords 'Artificial Intelligence' did not make it into the top 100 search terms. Fast forward to May 2017, and AI ranks seventh.
Gartner now says that AI will be a top five investment priority for more than 30% of CIOs by 2020.
"As AI accelerates up the Hype Cycle, many software providers are looking to stake their claim in the biggest gold rush in recent years," said Jim Hare, Research Vice President at Gartner.
"AI offers exciting possibilities, but unfortunately most vendors are focused on the goal of simply building and marketing an AI-based product rather than first identifying needs, potential uses and the business value to customers."
AI is a term applied to systems that change behaviours (without being explicitly programmed) based on data collected, usage analysis and other observations. But AI vendors need to realign their focus, believes Hare.
"Software vendors need to focus on offering solutions to business problems rather than just being at the cutting edge of technology," added Hare.
AI has unquestionably shot up the corporate agenda, but too many AI software vendors are shooting themselves in the foot in their rush to market with undifferentiated products, causing confusion among potential buyers, claims Hare.
"More than 1,000 vendors with applications and platforms describe themselves as AI vendors, or say they employ AI in their products, he said.
"Similar to greenwashing, where companies exaggerate the environmental friendliness of their products or practices for business benefit, many technology vendors are now 'AI washing' by applying the AI label too indiscriminately. This is having real consequences for investment in the technology."
To build trust with end-user organisations vendors should collect case studies that show quantifiable results achieved using AI.
"Ensure that you use the term 'AI' wisely in your sales and marketing materials," urged Hare. "Be clear what differentiates your AI offering and what problem it solves."
According to Gartner's 2017 AI development strategies survey, organisations are seeking AI solutions that can improve decision making and process automation.
"If they had a choice, most organisations would prefer to buy embedded or packaged AI solutions rather than trying to build a custom solution," said Hare.