If you don't know what exactly the user needs, the AI feature is the pitch itself. "Powered by AI" is something to say when you do not know how to sell the outcome. It's also something to develop when you have not set up the feedback loop to know which outcomes to optimize for.

If the signal is clear – if you have observed the same person facing the same problem in the same workflow – then the AI feature deserves its place in the product by automating one step that they hate. The outcome does not necessarily need to be AI-powered. The user simply stops facing that problem anymore.

The Gruber's logic works on the level of the whole product. But there is also a diagnostic implication here – the louder the product sells its AI capabilities, the less the team understands what exactly the product does.