It’s no secret that the internet machine is obsessed with generating a ridiculous amount of content. So, with the onset of so many Generative AI tools, many are wondering what this means about the quality of information that we are consuming. Are we indulging in some top-tier Italian gelato here, or settling for mediocre tubs of frozen ice? Most importantly though, what does this mean for the way brands share their message and connect with customers?

Let’s examine the rise of AI storytelling…

At face value, Generative AI Storytelling seems to be a more efficient, creative, and faster way to come up with stories and information for a fast-moving market. However, the key to understanding effective communication and cut-through is in revealing how people actually receive messages. You see, the brain responds to visuals, and the heart to emotions. Great storytelling needs to ignite both those areas. If I can see it and I can feel it, then I’m bound to believe it and resonate with it. This is why movies are so successful. 

The critique of many AI tools, especially AI writers, is that they’re a hit or a miss. Sometimes their output is just robotic and devoid of any emotion. This is because, as Seth Godin puts it, the AI writer:

“[…] doesn’t know what it’s doing … we compute in our head a story about what it means and thinks … What that means is, if you are doing mediocre writing for a living, it can already do your job, and soon it will be able to do the job of slightly better than mediocre writing.”

Here’s the gold. Seth is emphasizing how AI is weeding out mediocrity. And this good thing, right? It means it’s pushing us as brand storytellers to release more high-quality and high-value content that actually resonates with our audience. This is now the standard to stand out in the marketplace. What AI can’t do is something that’s a key element of all human communication — be human. AI tools can only generate text, images, and/or videos based on the data that they have been trained on or the inputs from humans. They cannot come up with original ideas or concepts all on their own. We feed them the goods.

Humans are the source. So basically … Garbage in. Garbage out. 

Artificial intelligence is and will be a powerful tool for your brand storytelling in as much as it will help you attain the following key components:

Clarifying meaning and tone

Customers need to be able to understand what a brand is trying to say, what it is about, and how it feels about its products or services in relation to its clients. AI can help brands clarify their meaning and tone by analyzing large amounts of data, such as customer feedback, social media mentions, and competitor analysis. This data can be used to identify the key messages that resonate with consumers and the tone that is most likely to connect with them.

Connecting with audience interests

Consumers want to feel like they can relate to a brand and that the brand understands their needs and interests. AI can help brands identify customer interests and preferences by scoping through online chatter for keywords and trending topics. This information can then be used to create content that is more relevant and engaging to consumers.

Creating personalized and relevant experiences

In today’s digital age, customers expect brands to show that they know them. AI can help you create personalized content, recommendations, and offers tailored to each customer or customer segment. This can be done by reviewing data such as purchase history, browsing behavior, and social media activity to determine who likes what.

So yes, AI tools are definitely an asset to your business or organization. However, they are not a replacement for human creativity and insight. No AI storytelling can replicate and weave together the complicated tapestry of emotions and personal anecdotes that humans display in the stories we share daily. So, bring onboard the bots, but don’t forget that a great brand strategy and personal experiences are what will determine the quality of messaging you put out. 

Unleash the potential of AI for your business and stand out with a winning strategy — and don’t forget, true brand storytelling relies heavily on us humans to succeed. 

Book a strategy session with me now and let's make it happen.

For similar content, check out our friends over at EffectivEdu.