Is AI a threat to your brand’s storytelling?

Generative AI is all the rage, promising to write, draw, and even podcast at the touch of a button. But while it sounds revolutionary, is it the right fit for your brand?

AI has its uses - helping with templates, speeding up research, and sparking ideas. But it has its pitfalls too. Generative AI pulls from patterns, not originality, meaning your content risks becoming bland and uninspired. Worse, it can hallucinate or reinforce biases, leading to strange or inaccurate outputs (working on ICAEW’s recent AI campaign has been a real eye opener).

Here are some do's and don'ts to keep in mind:

• Do use AI to save time upfront: Generate templates or summarise research so you can focus on the creative heavy lifting.

• Do check AI's work: Never trust it blindly - always fact check and refine its outputs.

• Don't over-rely on AI: If you want storytelling that truly connects, human creativity is irreplaceable.