Why is SaaS marketing so bland?

I’ve been spending the last few months looking at GTM and branding strategies across a bunch of software companies, and one thing keeps standing out to me: most SaaS marketing feels interchangeable.

Same tone, same promises, same visuals — faster, smarter, seamless, AI-powered. It’s often hard to tell one product from another just from the marketing.

At the same time, consumer brands like Liquid Death, Red Bull, or Nike have built massive differentiation through bold, creative marketing

Curious to understand why that's the case:

Is SaaS marketing bland by necessity? Is it fear of looking unprofessional or risky? Or does bold branding simply not convert in software the way it does in consumer?

Would love to hear your thoughts on this