To AI or not to AI—Is that the question?

When AI first reared its head, we were questioning whether we should use it at all - like the ethics of ai-generated college essays. Now, the question isn’t if, but how. Specifically, can you use AI in a way that feels authentic for your business?

If you’re just prompting, copying, and pasting without adding your own voice, your branding messages will feel generic and disconnected. AI can help with brainstorming, drafting, or even speeding up content creation—but if you don’t personalize it, your audience will notice.

For example:

Using AI to generate social media captions? Great—but don’t forget to tweak them to sound like you. People (me!) notice when you don’t. It’s social media - if you wouldn’t want to chat with the voice behind the account, your audience probably feels the same. They follow you because they connect with you, not a robot version of you. A bit of personalization in your captions keeps things real and relatable. More time consuming, yes. Worth it? Also yes. Post less? - that’s ok!
Creating email responses? AI can help with structure, but your personality should shine through. You can’t take AI with you on a face-to-face meetup… at least not yet! Sometimes just reading it outloud can help you see if it sounds like something you would say.
Writing blog posts? AI can give you a starting point or help you brainstorm, but your insights and expertise are what make it valuable.

Some ways that I have incorporated AI into my workflows:

Proposals - these can be time consuming, and don’t require a lot of “creative”. AI helps me draft sections or explain workflow processes quickly, but I always fine-tune the details to match each client’s needs.
Writing marketing blurbs - It’s great for brainstorming ideas or refining, but I make sure everything sounds like the brand.
Creating logos (KIDDING!) I have yet to generate an AI logo image that doesn’t look wacko. And I like to think that my brain and 25+ years of skills and training deserve to be put to use, just like I’d expect from someone I hire for their expertise!

The key? AI is a tool, not a replacement for creativity, strategy, or you.

Prompt using Firefly for Adobe: “Create a quirky label design for Dylan’s Mead brand, called “Bees Knees”, incorporating that name, with an image of a whimsical bee that has prominent knees and is wearing a red beanie.”
Case in point… yes, it’s a lovely bee - with a Lego head? But does it satisfy the prompt? Not so much. And would I ever submit this to a client to use this for a label? Um, no.

Expanding your workflow with AI

AI has opened up new possibilities for businesses. While AI can assist in speeding up time-consuming tasks, it’s important to remember that it’s here to help, not replace the human touch that makes your brand stand out. Here are a few other ways you can use AI without sacrificing authenticity:

Content Curation: AI can help you find trending topics or articles in your industry, which can inspire your own posts. Just make sure you’re adding your perspective and not just sharing AI-curated content verbatim. Your audience is looking for your insights, not just rehashed information.
Market Research: AI can crunch data and give you insights into your audience’s preferences. Use this to guide your strategy, but remember to factor in your unique brand vision and values when making decisions.

Your brand’s voice, and a human touch, are irreplaceable

Ultimately, AI is a tool that can enhance your efficiency and creativity—but your brand’s authenticity comes from you. It's your personality, your story, and your perspective that will always keep your audience engaged. Use AI for support, but never forget that you are the driving force behind your brand. Let AI handle repetitive tasks, but keep the creative control where it belongs—with you.

AI can assist with a lot, but one thing it’s still struggling to replicate is the nuance of human connection. For example, think about a BBQ restaurant owner who greets customers by name, asks if they’ve tried anything new lately on their home smoker, and offers personalized menu recommendations based on past orders. That kind of warmth, familiarity, and real-time connection, whether in person, or reaching out as the voice of your brand, is hard to program into an AI. No matter how advanced, AI can’t replace the small, meaningful interactions that make customers feel valued and connected. The same goes for your brand’s voice—it’s your unique perspective, personality, and authenticity that make people feel something when they read your posts or emails.

Even if AI generates a message that’s technically correct (and it definitely isn’t always technically correct as I’m sure you’ve discovered!), it’s hard for it to convey the real emotion behind your words. If a potential client feels like your communication is canned or robotic, they won’t form the same personal connection they would from a more natural, human interaction.

Aid your brand marketing strategy with AI

On the flip side, AI can be a great way to give your brand a creative boost. The pressure to constantly create engaging content that speaks to your audience can be overwhelming. This is especially true when you’re already stretched thin with day-to-day operations. Let’s say you're a small mom-and-pop shop business owner struggling to come up with fresh marketing ideas for an upcoming sidewalk sale. Instead of staring at a blank screen or deligating to the closest maybe-not-so-willing staff member, AI can get you started with brainstorming, and hopefully give you that a-ha moment of what feels right for your business from there. For instance, imagine you own a boutique that sells handmade candles. You could input details into an AI tool—like the theme of your upcoming sale (e.g., "Fall in Love with Cozy Scents") or key products (like limited-edition autumn fragrances). AI can generate creative directions beyond simple headlines, such as these (created with Chat GPT):

"A Symphony of Scents: Handcrafted Candles to Warm Your Home This Fall"
"Light Up Your Fall with Limited-Edition Fragrances—Only a Few Left!"
"Autumn Vibes in Every Flicker: Limited-Time Candle Sale"

Only you can determine if those ideas accurately represent your brand, or will send your customers running. But AI can help you brainstorm fresh angles, and can also generate more personalized marketing ideas based on your customers' interests. For example, if your boutique has a loyal group of eco-conscious customers, AI could help generate messaging that emphasizes sustainability, such as (again generated with Chat GPT):

"Eco-Friendly Fall Candles: Sustainable Scents for Cozy Nights In"
"Give Back with Every Flicker: 10% of Fall Candle Sales Support Local Charities" (this is a good example of one that I would tweak from the AI suggestion, because the prompt was eco-conscious, and “local charities” doesn’t feel like it directly relates to that)

AI can also offer more specialized ideas based on product trends, seasonal moods, or even customer behavior patterns, helping you adapt your content to match what your audience is craving at the moment. Once you have the generated ideas, you can easily refine them to match your voice, ensuring your brand’s unique personality shines through. And rather than spur of the moment content creation , you can have a marketing planning session, and AI can help you create a series of cohesive and compelling messages, saving you time while keeping your content consistent. For instance, AI could suggest variations of email subject lines for different customer segments or generate Instagram captions in a variety of styles—whether you want to be casual, witty, or inspirational. Use AI as a tool that can help you refine ideas, create multiple drafts, and adjust your messaging to fit different audiences—all while saving you time that would otherwise be spent brainstorming or drafting from scratch.

AI isn't about replacing your creativity—it's about enhancing it. AI can be a powerful tool that helps you innovate and push past creative brain freeze, but you should always maintain the personal touch that makes your brand special.