Can AI write marketing content that still sounds like our brand?
It depends on two things: a bank of your own writing for the AI to learn your voice from, and a person who edits every piece before it goes out. Given examples of how you actually write, AI can draft content that is close to your style. Without them, it falls back on generic marketing copy, and even with them, the drafts are still rough around the edges.
Evidence
I built GEM, the Generative Experience Manager, as a content management system that uses generative AI for the repetitive parts of writing. You can upload a bank of your own writing examples to guide the AI in using your personal style, then generate new content or enhance existing content. This website uses GEM to manage its Articles section, so you can read the results yourself.
Brand voice is more than words. Ice Cream, being developed with Brand Heroes, starts from a marketing campaign's creative brief and suggests answers to what you are selling, what they are buying and what they are getting, so everyone is aligned on the messaging. You then choose a dominant, secondary and regulator emotion, and Ice Cream generates images to use as a visual reference for the campaign. Ice Cream is still under active development.
Read more in the GEM case study and the Ice Cream case study.
What it takes
Your own writing, or a brand brief. Articles, posts and emails you are happy with are what the AI learns your voice from. A creative brief does the same job for a campaign.
Someone on your side who edits. Every draft needs a person who knows the brand to read it, fix it and decide whether it goes out.
A small build. GEM can be embedded into an existing website or app, or a custom tool can be built around your own brief and review process.
The honest limits: it is still rough around the edges. AI drafts can sound close to your voice and still get facts, tone or emphasis wrong, so nothing should be published without a human edit.
Next step
Tell me about your brand and the content you need, and I will tell you plainly whether AI can help you write it and what you would need to supply.