Most marketing teams now use AI in some way. The question is no longer whether to use it, but how to use it without your brand slowly turning into everyone else’s. The answer is to be clear about which jobs AI does and which jobs stay with people.
What AI is good at
- Research: summarising reviews, competitor websites and search results
- First drafts: getting from a blank page to something to react to
- Variations: writing ten versions of an ad headline to test
- Repurposing: turning a long article into posts, emails and short scripts
- Analysis: spotting patterns in enquiries, comments or survey answers
What should stay with people
- Positioning: what you stand for, and what you choose to leave out
- Your voice: the words, rhythm and tone that make you recognisable
- Claims and promises: anything a customer might rely on
- Final approval: what goes out under your name
- Relationships: customers, media and partners
Build a simple brand guide for AI
AI follows instructions well. Give it good ones. A one-page guide your whole team uses can include:
- Who we are for, in two sentences
- How we sound, with three words and three examples of real copy you like
- Words we use and words we avoid
- Claims we can make, with the proof for each
- Claims we never make
Paste this into every AI prompt. The output will be closer to your voice from the first draft. If you do not have clear claims yet, start with writing brand claims competitors can’t copy.
Feed it your own material
The best AI drafts start from your own material, not from the internet. Use:
- Recordings of sales calls or client conversations
- Your founder’s notes and talks
- Real customer questions from WhatsApp and email
- Past content that performed well
This is what makes the output specific to you.
Set team rules
| Rule | Why |
|---|---|
| No AI text published without a person editing it | Keeps quality and voice |
| No confidential client data in public AI tools | Protects your clients |
| No AI-made reviews, testimonials or case studies | They are dishonest and risky |
| Label AI images where it matters | Keeps trust with your audience |
Our view
Use AI for speed in research, drafts and testing. Keep positioning, voice, claims and final approval with people. A short brand guide and a few team rules are enough to keep your brand intact.
See our approach: how we use AI, and how we build brand intelligence before any campaign.
Frequently asked questions
Will customers know we used AI? They will if the content is generic. They usually will not if it is specific, edited and sounds like you.
Which AI tool should we use? The tool matters less than the inputs. A good brief and your own material improve results more than switching tools.
Should we tell clients we use AI? Being open builds trust. Explain where you use it and where people decide.
