How to Use AI Tools Without Losing Your Brand’s Voice
How to Use AI Tools Without Losing Your Brand’s Voice
By: Heatherlynn Akins
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.
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