AI Won’t Replace Your Voice - But it will Punish Vagueness
Executives keep asking me: “Should I be using AI to build my brand?”
The answer: yes. But not the way you think.
AI is brilliant at drafting outlines, summarizing research, and repurposing content. But it has one fatal flaw: it can’t give you a soul. If your brand voice is vague, jargon-filled, or indistinguishable from your peers, AI will only amplify the problem.
Here’s what works:
Use AI as your intern, not your ghostwriter. Feed it the raw material (your beliefs, your purpose, your stories) and let it structure the output. You edit for tone and truth.
Anchor everything in your unique purpose. As we’ve seen in our own brand work, purpose is the “North Star” that guides authentic expression . Without it, AI content feels like filler. With it, you get clarity and consistency.
Blend data with story. AI can pull industry stats in seconds. But your credibility comes from weaving those numbers with lived experiences—what Patrick Hanlon calls your creation story and creed .
Audit your output. If your posts sound like they could be written by anyone in your industry, stop. Rewrite until they sound unmistakably like you.
The leaders who win in this new era aren’t the ones who automate everything. They’re the ones who use AI to scale clarity, not replace humanity.
Your Turn:
How are you (or your team) experimenting with AI to amplify—not replace—your authentic voice?
