AI Shouldn’t Replace Your Brand Voice - Here’s How to Use AI the Right Way
- manon363
- Apr 29
- 3 min read
Updated: 6 days ago
Artificial Intelligence (AI) has significantly revolutionised the marketing landscape - enhancing campaigns while reshaping the intricate behind-the-scenes processes that power them.
With such rapid advancements, a growing way of consumer skepticism has risen generating concerns over data privacy, a loss of authenticity, and the overuse of automation that have left many audiences feeling wary and disconnected.
So, the real challenge today isn't whether to use AI but rather how to use it right.
Now more than ever, brands must find the right balance. A balance that showcases real transparency and emotional connection with a brand voice that is unmistakably human.
In short: AI can support your message, but it can’t be your message.
How to use AI the right way
Let’s hand it over to Gary, our go-to SEO expert here at Sierra. Gary’s got some seriously useful insights when it comes to blending automation with authenticity!
Here’s how he approaches using AI the right way (and why just letting ChatGPT write this whole blog post probably isn’t the best move):
Use multi-step, complex prompts
Don’t just ask ChatGPT to “write an article about SEO” and call it a day. That’s how you end up with robotic content. “It’s all about the prompts and going through steps” but rather guiding the AI through thoughtful, layered prompts that reflect your brand’s tone and purpose.
Add a human touch
AI is the co-pilot, not the driver.
Once you have a draft, refine it with your own voice, tone, and experience. Include personal stories, specific examples, and real-world insights that only you can provide.
AI content isn’t penalised….If it’s good
Contrary to popular belief, Google doesn’t ban AI-generated content. As long as it’s valuable, relevant, and engaging, it’s fair game. The issue isn’t who wrote it but it’s how useful it is.
Beware of the hype
Not all “SEO or AI experts” offer solid advice. To avoid falling in the trap, Gary points towards voices like:
Use a workflow that works
A proposed workflow plan that we recommend to help structure AI-assisted content is as follows:
Send the first prompt asking for article ideas
Choose a direction and create the article outline
Research with tools like Perplexity or trusted SEO blogs (search for any other relevant info you can find)
Send your research to ChatGPT or Claude (or whatever AI service you’d like to use) and ask it to send you a draft article based on the outline and the research
Refine
Edit
Refine
Edit
Leave it overnight and read it again
Refine
Edit
And… Publish! :)
Where AI fits in ethically
The approach to AI in content creation is all about balance and responsibility.
AI should complement human creativity
Use AI to improve efficiency, but always layers in human reviews at every stage. Automation is helpful - but not a replacement for creativity or brand voice.
Strategy still comes first
Even with AI tools at your fingertips, your content strategy, goals, and audience understanding should lead the way. AI can’t define your brand values, positioning, or tone, you have to build that foundation first.
Ethics matter
Over-reliance on AI technology without human checks can lead to misinformation, repetition, or tone-deaf messaging.
Transparency and ethical content creation are important. Keep your audience in mind at every stage! Use AI as an aid, not a crutch. Make sure every piece of content still feels intentional, thoughtful, and uniquely yours.
AI is a tool but YOU are the voice
AI can absolutely help you brainstorm faster, research smarter, and create more efficiently. But your voice? Your values? Your connection to your audience? That’s all human.
By combining the right tools with the right mindset, you can use AI to enhance, not replace your brand’s storytelling.
Keep it authentic.
Keep it intentional.
Above all, keep it YOU.
Want to know more about AI? Read our blog on the role of AI in marketing: Enhancing Processes, Not Replacing Human Creativity and Strategic Minds
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