B2B companies hate telling prospects they’re a bad fit. AI may make that habit expensive.

Most product pages are designed to keep as many buyers in play as possible. “It works for enterprises and growing companies. It serves sophisticated teams but is easy enough for beginners. It’s powerful, flexible, scalable, and, conveniently, suitable for just about anyone with a budget.”

That leaves it to buyers — or the AI they are using — to figure out whether the product is right for them.

Andrew Au, co-founder and co-CEO at B2B agency Intercept, argues that companies need to publish much clearer boundaries around who their products serve, where they fall short, and when another option makes more sense. Otherwise, the AI will fill in the blanks themselves.

“What we all generate is how great we are and how amazing we are and how perfect we are,” Au said. “So nobody talks about where we’re potentially not the right fit.”

That creates an unusual marketing problem.…