I get asked regularly if I’m worried about AI taking over my job/putting me out of business. To be honest, I was. But over the last couple of years, it’s become painfully obvious that great (human) writers are needed now more than ever.
AI mimics humans but lacks our fundamental experiences and the 5 senses that allow us to taste, touch, feel, see, and hear them. That’s the “not-so-secret sauce” that a human writer brings to the table – experience. Without experience, feeling, and soul, AI is a hollow shell that leaves us wanting.
Unfortunately, I’ve seen AI take over writing in pretty terrible ways, transforming what could be an authentic, strong brand voice into dull, lifeless words.
Your brand voice is what people will remember about your business. A consistent brand voice is key to building brand recognition and trust among your current and potential customers.
That said, I’m not here to yell, “NEVER USE AI!” But I am here to say AI is not a replacement for human creativity and critical thinking. There are ways we can leverage AI without selling our soul to it.
How Do I Use AI Without Losing My Authentic Brand Voice?
When people use AI as-is, it’s obvious. (Trust me on this.) Here’s how to use AI effectively without losing what makes you uniquely and wonderfully YOU.
1. Define Your Brand Voice BEFORE using AI.
Brand voice guidelines tell the reader all about your brand personality. Is your brand witty but not snarky? Authoritative but approachable? Enthusiastic but not overly effusive? Use adjectives, adverbs, and even “do this, not that” examples.
Brand Voice Guidelines should include:
- Your Brand Story
- Mission/Vision/Purpose Statement
- Brand Promise
- Core Values
- Brand Descriptors
- Brand Differentiators (or Unique Selling Propositions)
- Personality, Tone, Style
- Brand Do’s and Don’ts
- Brand Anchor Language
- Customer Personas
If doing this feels confusing or overwhelming, I’d love to help! I’ve partnered with businesses from around the globe, spanning dozens of industries, to establish effective brand voice guidelines to reach their goals. Set up a 30-minute chat with me to talk about your needs.
2. Train Your AI Effectively. You can do this by uploading your detailed brand voice guidelines and any other existing, on-brand content (at least 1000 words across different topics if possible). This helps AI “learn” your unique voice.
After giving it a prompt, and reviewing the results, don’t expect perfection on the first try (or ever, really). Give AI feedback on what works well and what needs improvement. Be specific: “This sentence is too formal for our brand,” or “The humor here feels forced.”
3. Always, ALWAYS have a human review, edit, and refine what AI produces.
Think of AI as a tool to kickstart content, generate ideas, or handle repetitive tasks (like summarizing information or creating outlines). Never publish something from AI as-is without reviewing and editing.
Here is a checklist of essential ways to review AI’s writing:
1. Fact-check… it’s non-negotiable. AI can “hallucinate” or pull inaccurate information. Always verify facts and statistics.
2. Ensure brand alignment. Does the content genuinely sound like your brand? Does it convey your values and personality?
3. Check for nuance and emotion. AI struggles with subtle humor, irony, empathy, and truly connecting on an emotional level. This is where YOU come in!
4. What personal stories and anecdotes can you add? AI doesn’t have the lived experiences that humanize your content and build deeper connections.
5. Are there cultural references and inside jokes you can add? These are uniquely human and often brand-specific. Just make sure your audience will understand them.
6. Add your creative flair! Add your unique insights, perspectives, and storytelling elements.
Editing is another area that can feel daunting to tackle amidst your other roles and responsibilities. If you are happy with the writing AI is producing for you, but don’t have time to do quality control and editing, I offer affordable editing packages tailored to your exact needs.