Use AI Without Losing Your Voice
We get it—AI is the hot topic.
Whether or not you like the idea of artificial intelligence, it’s become a tool worth understanding. I’ve had my own resistance and continue to hold plenty of skepticism. Lately, I’m fully disappointed when reading content blatantly created or edited by AI. Yet leaning in to learn and leverage these tools is required to stay relevant, and useful when used correctly.
The AI landscape is vast: ChatGPT to MidJourney and all the AI-powered summaries now built into search engines. There are specialized tools for video editing, image generation, production management, and more emerging constantly. Since most brand owners gravitate toward ChatGPT or similar platforms for content creation, I’m focusing on helping you get better results from these tools. Here’s my take.
Agree to Three Golden Rules Before You Begin
Have the first and final say. Be the director, editor, and final proofreader. Critically evaluate every result and decide if it truly represents what you’re trying to say.
Question the timing. Before opening ChatGPT, ask yourself: Could I warm up with pen and paper first? Is there a colleague who’d be better to brainstorm with? The energy you spend on AI comes at the cost of other energy resources.
Remember your human touch. AI should amplify your creativity, not replace it. Your diction, tone of voice, and hot takes is what your people are attracted to.
Set Clear Constraints
Give your AI specific boundaries:
Length: Words, sentences, or paragraphs
What to exclude: Topics, tones, or approaches to avoid
What to reference: Existing materials or guidelines
What to preserve: Key elements from any reference materials you provide
Provide Strategic Guidance
For consistent, on-brand results, always define these elements:
Your audience: Who are you creating content for?
Your value proposition: The ‘why’ behind the ‘what’ you’re offering
Your mission: What drives your brand forward?
Your voice and tone: The personality behind your writing, visuals, and overall presence
Brand essentials: What your company does, your industry, key values, and any existing brand guidelines or style preferences
Pro tip: End your prompts with “What questions do you have for me before you get started?” This creates space for the AI to ask for clarification, leading to stronger results.
Your Next Step
AI can be used to amplify your creativity—not replace it. Use it with intention, guide it with clarity, and let your human touch be the final touch. Use it when you want a boost, but don’t forget the value of the creative, messy process.
Download our brand clarity worksheet to organize the key information you’ll feed to AI for stronger, more consistent brand content.
Studebaker Design Company’s AI Brand Brief
