This article was based on the interview with Jon Ricketts of Writerly by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Brand voice is crucial in content creation, especially in today’s digital landscape where brands are constantly vying for the attention of consumers. In the podcast interview, the host and guest are discussing the impact of generative AI on content creation, the importance of brand voice is emphasized as a key component of creating good content. The conversation highlights how brands need to ensure that the content produced by AI reflects their unique voice and tone to resonate with their audience effectively.
One of the challenges mentioned in the podcast is how current Gen AI tools may miss the mark in capturing brand voice accurately. The guest speaker discusses the importance of refining AI models to produce content that sounds like it’s coming from the brand itself, rather than sounding generic or robotic. This emphasis on brand voice is crucial for maintaining brand consistency and connecting with consumers on a deeper level.
To address this challenge, the guest speaker explains their approach to content moderation, which includes refining AI models to capture brand voice, ensuring syntax and accuracy, and structuring content appropriately for consumer-facing platforms. By implementing a multi-model system of filters, brands can ensure that the content generated by AI aligns with their brand voice and meets the standards for publication.
The conversation also touches on the impact of generative AI on both large enterprise organizations and small businesses. While AI technology can benefit organizations of all sizes, the key to success lies in leveraging AI as a tool to assist human writers rather than replacing them entirely. By combining the creativity and intuition of human writers with the efficiency and scalability of AI technology, brands can create high-quality, on-brand content that engages and resonates with their audience.
The proper use of generative AI involves setting clear guidelines, providing human oversight, and understanding the limitations of the technology. By leveraging AI as a tool to assist human writers, brands can create high-quality, on-brand content that engages and resonates with their audience. With the right approach, generative AI can be a valuable tool for content creation, helping brands to stay agile, innovative, and competitive in today’s fast-paced digital landscape.
