At Powerhouse Planning, we’ve been closely following the rapid rise of generative AI since the arrival of OpenAI’s ChatGPT in November 2022. While the foundational concepts for generative AI have been around since the 1960s, with digital virtual assistants becoming more mainstream after the introduction of smartphones, it was the generative adversarial network (GAN) in 2014 that really created the space for AI tools like ChatGPT to become prominent.* Combining the impressive feats of generative AI with large language models brought artificial intelligence to an entirely new level, one that has seen some of the most rapid advancements in technological history. Now, with AI developers focused on agentic AI, systems capable of performing multistep tasks using reason, memory, multimodal perception, and task automation, it’s clear that AI tools are here to stay.

With the incredible advancements generative AI has made since late 2022, businesses are understandably finding it increasingly tempting to turn to AI for many tasks that traditionally have taken their employees hours to complete. While AI can save time, it doesn’t always meet the mark when it comes to ensuring your voice is on brand. With so many companies adopting AI practices and utilizing the technology, ensuring your message isn’t getting lost in all the AI “sameness” is critical. After all, you’re still trying to reach human audiences, clients, and potential clients. A 2024 Deloitte report said that 68% of consumers are worried generative AI could be used to deceive them, making it harder to trust information.  

So, how can you embrace generative AI tools while maintaining your brand’s voice and customer confidence? Here are our top tips.

Don’t just have a voice guide; have an AI-ready voice brief.  According to Averi, most marketers (83%) say AI helps them produce content more quickly, but only about a quarter (25.6%) believe it performs better than human-created work. Generative AI is only as good as the prompts it receives. Most business’ brand standards are written for humans. Consider creating a voice guide within your brand standards that your AI tool of choice can follow step by step. Include adjectives that define your tone. Use short sentences that avoid corporate jargon that can muddy your message. Include language lists that include approved phrases, banned phrases, and sentences that describe your products and services. Consider creating a couple of examples showing “on-brand” and “off-brand” messaging to show how your brand actually sounds.

Your brand’s voice is a dataset, not a vibe. AI is an elite mimic, but it needs a teacher. The more on-brand content you give it, the better it will be. Paste or link your best blogs, emails, landing pages, and social posts and ask your AI tool to summarize your voice patterns (e.g., sentence length, humor, formality). Upload content libraries so your AI can learn from real examples on a scale. Create separate voices for different needs. For example, craft a voice for your CEO, for LinkedIn, for product email updates. Always consider who’s speaking and who it’s for. Don’t make your AI tool guess.

Your content is only as good as your prompts. If you don’t want your AI tool to turn out generic content, you have to feed it brand-aware prompts. The University of Florida Brand Center suggests “remember[ing] the maxim ‘garbage in, garbage out.’” The more time you spend ensuring your prompts provide context, include voice rules, provide examples of on-brand copy, and include specific tasks (e.g., “draft,” “rewrite,” “improve”), the better the AI-generated content you will get. Optimizely strongly suggests ensuring consistent messaging and generating first drafts yourself to save time as well as localizing your brand voice for different markets. Paying attention to refining your prompts will go a long way to producing on-brand AI-generated materials.

AI is a refiner and a translator, not the soul of your message. AI should be considered more as a copywriter than a creator. No matter how rich your prompts are, or how AI-ready your brand standards are, AI won’t get it right the first time. To really ensure your voice is being heard and your brand story is being told, use AI to support your storytelling, not to replace it. Don’t risk losing an authentic emotional connection and narrative depth by trusting AI to get it right the first time, especially if what you are creating requires sensitive or high-stakes messaging. Always employ humans-in-the-loop practices when it comes to using generative AI. As good as it is already, AI just can’t understand nuance, navigate cultural context, or take editorial responsibility. Plus, it requires consistent calibration to ensure that your brand voice doesn’t sound stale and generic. Providing refreshed phrases and language on a regular basis will help your AI-generated materials sound fresh and current.

Brands that use AI responsibly build more trust, not less. The bottom line is that we all strive to be trusted brands our clients and customers want to do business with. Make sure that however you use AI tools, you remain transparent and ethical. Give credit where credit is due. Follow up on those links your AI tool provides showing where it may have obtained certain information so you can appropriately give credit to someone else’s ideas or content. Never auto-publish anything AI-generated. Human oversight is nonnegotiable. Consider setting internal policies on when and where AI is allowed and where it isn’t. And always be aware of sharing sensitive information with any AI tool. 

Generative AI can be a valuable tool to sharing your brand voice, but it’s still only as good as the information a human feeds it. Think of it like any other technological innovation. Will it make your life easier? It can. Does it (really) replace the human touch in telling your brand story? No. You’re still the best voice for your brand; AI is just another tool you can reach for to help you tell your story.

Powerhouse Planning knows that creating content rooted in your true business identity is critical in building trust in your brand. For more information on how we can help you create on-brand content utilizing our proven total remote team solution and leveraging the best in AI tools, contact us today. 

* For a brief timeline of generative AI, check out DATAVERSITY.

Amanda is excited to join the Powerhouse Planning team as a social media specialist, bringing her experience of crafting clear, compelling content. A seasoned public relations professional, she has spent more than 15 years writing content across print and digital platforms for both the Department of Veterans Affairs and the nonprofit Austin’s Place. She holds a BA and MA in professional writing from Carnegie Mellon University. A proud Air Force spouse and mother of four, Amanda is originally from Pittsburgh, Pennsylvania. In her free time, she enjoys traveling (currently working toward visiting all 50 states with her husband) and unwinding with a great book and a perfect cup of coffee.

Georgette is a virtual assistant and digital creator with a strong background in administrative operations, social media marketing, and UGC creation. She has served in the United States Army for 10 years, specializing in supply and logistics management, which has shaped her reliability, attention to detail, and ability to thrive under pressure. Outside of work, she is a wife of nearly six years and a mom to two beautiful girls. She and her family love spending time outdoors, riding their SxS, and enjoying simple moments together. Georgette brings that same grounded, family-centered mindset to the clients she supports, combining structure, creativity, and heart in everything she does.

Powerhouse is thrilled to welcome Kendall as a quality assurance specialist on the Powerhouse Planning team. Kendall holds a Bachelor of Science in business administration with a concentration in accounting and a background in organization and financial management. Kendall, a military spouse originally from Florida, has lived all over the country and spent three years in Japan. Outside of work, she is a mom of three who enjoys spending time outdoors, whether it’s camping, hiking, or exploring new places with her family.  

Randi is a nonprofit expert, writer, editor, and master storyteller who uses stories as a vehicle to activate audiences and drive change. She has dedicated more than 25 years to providing support for and service to vulnerable populations including the military community, the special needs community, families in crisis, and the mental health community. Each of these communities faces unique challenges and obstacles. And working with each, Randi has successfully customized voice, messaging, and storytelling to deliver the communications and development outcomes necessary to sustain operations and advance missions.

As a writer, Randi masterfully uses her words to educate and inform, rally volunteers, build partnerships, secure funding, and engage the right stakeholders for each opportunity. As an editor, she ensures that all messaging is clean, aligned with brand, in the right voice, and on target for its intended audience.

Proposals and grants, prospect research, website content, articles, newsletters, press releases, e-blasts, blog posts, content development, copywriting and copyediting, and ghostwriting are all in Randi’s repertoire. She believes that words change the world in ways large and small. Her goal is always to put her clients in the best possible light with every word written or edited.

In the military space, Randi is a former (20+ years) military spouse and a national advocate for military families who is known for her ability to successfully bridge the military-civilian divide. She founded and ran a nationally recognized nonprofit for military families for almost a decade, served on the inaugural advisory board of the Military Family Advisory Network, was a co-author of Stories Around the Table: Laughter, Wisdom, and Strength in Military Life, and has been a sought-after writer and speaker on military and military-family-related topics.

Randi earned a BA in psychology from Rutgers University and an MS in human services with a specialty in nonprofit management from Capella University. A Chapel of the Four Chaplains Legion of Honor awardee, Shield of Sparta Heroine of the Infantry recipient, and Harlequin More Than Words “Real Life Heroine,” her favorite title is proud mama of four children and BuNana to the world’s greatest grandbaby.

Natalie is thrilled to join the Powerhouse team as guest services manager! Possessing a diverse background of experiences and relentless problem-solving skills, she will serve as a strong asset amongst the Powerhouse staff. 

Born in Arkansas, she received her B.A. in health education from the University of Central Arkansas. Continuing on her educational journey, she is expected to graduate with her Master of Arts in exercise science within the upcoming year. 

As a proud military spouse of seven years, she currently resides in Tucson, Arizona with her husband and daughter. 

In her free time, she enjoys pursuing fitness, cooking, reading books, and having a flavorful cup of coffee.

Kimi is an Army spouse of 18 years and is thrilled to be a part of the Powerhouse design team! She has B.A. in graphic design and fine art from the University of Hawaii, where she also played for the women’s soccer team. She has over 20 years of experience in the graphic arts and has owned and operated four of her own successful businesses. Moving with the military has taught her to have an abundance of patience and resiliency—and that there will always be a solution to any given problem, even if it seems excessively unconventional. She is a natural-born nerd and can generally be found with a cup of coffee (black, thank you) and a good book whenever she is not shuttling her three boys around to athletic events or throwing a ball for her dogs.

Mónica is a dynamic data analyst and IT marketing professional with over five years of experience leading cross-functional teams and driving strategic growth for nonprofits, tech startups, and national brands. She holds dual master’s degrees in IT project management and leadership, with certifications in Power BI, Google Analytics, and Scrum. As both a CEO and consultant, Mónica blends technical insight with creative branding to boost engagement, donor visibility, and operational efficiency.

Alison is both excited and grateful for the opportunity to join the Powerhouse team! She holds an undergraduate degree in elementary education and special education along with a master’s degree in reading. Alison is eager to apply the skills she’s gained from teaching as she joins the Powerhouse team. She resides in Pennsylvania with her husband and two children. In her free time, Alison enjoys spending time with her family, being outdoors, cooking, and reading.

“The tests confirmed that you do indeed have MS, and that’s why you’ve lost sight in your right eye.”

Those are words I never thought I would hear.

In February 2024, I started my multiple sclerosis (MS) journey.

My husband and I decided early on that we were going to be very open about the process. We took one month at a time and developed a theme to get through each month, starting with “Operation: Get My Eyesight Back” and then moved on to “Operation: Change My Diet.” Each month was an adventure, and we navigated new challenges month after month.

Just recently, I sat down and reflected on what MS has taught me about leadership. Leaders are supposed to be stoic, untouchable, and unbreakable. Thanks to MS, I believe I am all of those things and more. Here are a few more lessons on leadership MS has gifted me:

Be authentic. When I was first diagnosed, I had to decide how “real” I was going to be about the journey I was on. Should I tell my Powerhouse Planning team and clients? Would people still view me as a strong leader? I rolled with yes and haven’t regretted my decision. I learned that when you live as a genuine, authentic leader, you can also live as a model, showcasing that living in your realness is okay. There is no perfect human, and when your team and clients start to see you being real, they sense a space where they, too, can be seen.

Empowering people is key. Immediately, when I told my leadership team about my diagnosis, I explained that I wasn’t sure what this journey would be like but that I would always be open and honest with them. I asked if I could lean into them more than ever, and they committed to being fully in. They took over meetings and scheduled breaks for me each day until we had a medical plan in place. When I say I empowered them, it’s only part of the picture. They helped me drive and grow the company without missing a beat. My diagnosis allowed me to see where they could shine when given the opportunity to take on new roles.

Leaning into strengths has become essential. In the fall of 2024, I became a Gallup Certified Strengths Coach. Throughout the certification process, I’ve learned to lean wholly into our team based on their top strengths. There’s no need for anyone to become something they’re not, and we have learned to celebrate who each team member is. MS taught me to embrace our team’s DNA and actively involve them based on what they were born to bring to our world—not to have a company culture that shapes people into something they weren’t even created to be.

Be still. With MS, you are forced to slow down. But I have learned that’s not such a bad thing. That need for stillness requires me to turn down the volume of life and listen. The world is full of hustle and bustle, but when you’re calm enough to breathe in your surroundings, you hear and see things that would have otherwise passed you by. Being still is an art I’m perfecting, even now—sometimes by force.

Silent diseases exist in our workforce, and health and wellness should be a priority. I can tell you that having MS and being in a leadership position has taught me that silent diseases and mental health and wellness problems are entrenched in every team. All people need to know your company is a safe place to land and fall—and there’s a team ready to pick you up as needed. It’s simple. People have hard things happening in life, and we’re called to be there and show up with kindness and compassion.

Powerhouse Planning turns 13 this year, and you would think I would have learned most of what I needed as an entrepreneur by now. But 2024 showed me that being vulnerable and authentic makes our team strong, even when my body wasn’t.

Now go on. Be authentic. Empower the people in your corner of the world. When we live in a community mindset and own our truth, we will see people grow and transform. And isn’t that what true leadership is all about?

__________

(For those of you wondering about my MS journey, know that my eyesight fully returned after about a month and a half, and I’m on a 90% organic/anti-inflammatory diet as well as much more.)

Jessica Bertsch currently serves as the president of Powerhouse Planning. At Powerhouse, she aims to provide career opportunities for military spouses and veterans worldwide. Jessica is wife to Fritz (a U.S. Coastguardsman) and mama to Quint (13 years old), Gracie (10 years old), and Auvie (9 years old). You can also find her raising money for MS because we still need a cure, and she will indeed be part of it!