How to build an authentic brand using AI

Issue 17

Don’t get me wrong, I love where we’re headed with AI.  

I mean, who doesn’t enjoy the dopamine rush you feel every time ChatGPT delivers another brilliant response?

The AI revolution is here. And just like mobile phones gave us superpowers we never had before (and now we can’t live without), AI takes these superpowers to a whole new level.

You’d be a fool not to ride the wave and make use of AI wherever you can.

But with its rapid adoption, we’re quickly approaching a world where “authentic” is becoming increasingly rare, while "artificial" is becoming the new norm.

Over-reliance on AI can quickly destroy your brand. Unless, you’re going for that impersonal, robotic, disingenuous vibe, of course.

Sarcasm aside — when it comes to brand-building and positioning your business in a crowded market, you need to avoid the trap of sameness that generative AI facilitates.

Here are 3 ways to use AI in a way that helps your brand stand out without losing the human touch:

1. Personalisation: AI can help tailor your messaging to the unique needs and preferences of individual customer personas. By analysing behavioural data, AI can identify patterns and make personalised recommendations, creating a more human touchpoint with customers.

2. Customer support: AI-powered chatbots can provide immediate assistance to customers, helping to create a more human and responsive brand experience. They can answer FAQs, provide troubleshooting assistance, and even make personalised product recommendations, all while creating a more human-like interaction with customers.

3. Content collection: Rather than regurgitating content from the internet like most generative AI tools today, AI can be used to collect fresh, authentic content from humans through interviews, surveys, and data analysis. The AI can then summarise and repurpose this content in different formats — video, images, text.

A common thread with each of the ideas listed above, is that real people need to work alongside the AI to support the brand building process.

Ultimately, while AI can be a useful tool in building a brand, it should be used in conjunction with human intuition and creativity to create a truly authentic and engaging brand experience.

So, next time you open up ChatGPT to generate a new piece of content for you, think of ways you can involve a human. Here’s an example:

Then, when you get your response back, ask ChatGPT to summarise it for you in different ways, like this Twitter thread example:

Until next time,

— GH