Your brand voice should still be your own
People are starting to get lazy and are losing their voice to AI. The tool is supposed to help you, not speak for you. Lose your personality and you end up sounding like everyone else, and that is just boooooring. This has slowly flooded into all things you see in a day. Social media, video content, websites, advertising , did someone say dead internet theory? People are talking from an AI output and aren’t saying how they truly feel. Take some time to read this article and get to know what can help you show off you.
Tell stories AI can’t tell
There's a line from Good Will Hunting that keeps coming back to me. Robin Williams is sitting next to a young genius who knows everything and understands nothing, and he says: "I'd ask you about love, you'd probably quote me a sonnet. But you've never looked at a woman and been totally vulnerable." That's how a lot of AI conversation feels to me. All the words, none of the weight.
Real life experiences are something the AI can never replicate, because it never gets to live and feel the emotions a human feels. When something significant happens in your journey, the first thing you want to do is share it. When you do, tell it in a way that makes people lean in.
People care about how you got from point A to B. You can teach AI, but it can’t feel the struggles and the wins, that is only something you as a human can feel and express. This is your opportunity to showcase who you are, and what kind of person you want to be perceived as.
When someone reads your story you want them thinking “wow I resonate with this”, not “everyone has already said this”. Sharing your journey builds trust, shows off your personality and brings people closer.
The 10/80/10 split
At our studio we have cleaned up a lot of our mundane tasks and get Claude to handle them. We tend to use a 10:80:10 rule: 10% you at the start, 80% AI in the middle, 10% you at the end.
The opening 10% is the thinking. Before you touch ChatGPT or Claude, write three things in plain text: who this is for, the one point you want to land. If you can't write those lines, AI can't save the piece. It'll just produce a longer, smoother version of "I don't really know what I'm saying."
The 80% in the middle is execution. Hand AI the brief plus your brand guide (more on that below) and let it draft. Don't ask for "a LinkedIn post about AI writing." Ask for the post you just briefed.
The closing 10% is cleanup. AI hallucinates, invents stats, and slips in phrases you'd never use. Read every line out loud. If a sentence sounds like a press release, rewrite it. If a claim sounds suspicious, check it. (Most slop online is what happens when someone skips this step.)
Not everyone is good at writing content but just a little insight on how we write our content with our voice:
- With Claude you’re able to build projects/skills to give AI a set of instructions, that it will execute everytime you use this project to chat with
- These set of instructions could be anything like attaching our brand writing guide to use our voice, down to our current blog posts where it can feel how we write.
- We then may follow up the instructions with avoid AI-esque(no dashes, unnecessary punctuation etc. You will be able to add all relevant instructions for your writer, but these are just a few of what we add.
AI can be treated as an assistant but it should never replace you. It works behind the scenes while you build something greater.
Building a community and good relationships
LinkedIn is still an underrated place to build a community. People in business and tech are surprisingly supportive, and whether you're commenting on someone's post or they're commenting on yours, the conversations tend to be genuine.
You don't make friends with robots. You don't make friends with robots.
Nobody scrolls LinkedIn hoping to read another AI-generated take on what Q3 taught someone about resilience, booooooorrrrring. LinkedIn was already a bit hollow before AI showed up, and using AI to write more of it just turns the volume up on the hollow part. If everyone's posting the same airport-bookshop wisdom in the same neat three-bullet format, nobody's actually saying anything, and it hurts your brand.
The easiest way to not look like a bot is to show up like a person and be yourself <3
Honestly, you want to talk about personal branding, being human contrasts you from 98% of people on LinkedIn. Post about the project you're stuck on. Share the thing you tried this week that didn't work. Have an opinion about something happening in your industry that isn't the same opinion everyone else is having. Feed the ducks and post a photo.
Yeah, it's a bit awkward at first and can feel out of place. But people respond to people. Most of LinkedIn is just people trying to look productive at work, and scrolling is a great cover for that, so a bit of humanity in the feed is a relief, not a disruption. Nobody really wants "5 lessons I learned from losing a client." Trust gets built one ordinary post at a time, and then one day someone you've never met sends through a referral because they've been quietly reading along.
Build with someone who is going to question you
AI is such a neutral and agreeable tool, they won’t tell you that you are wrong, they will just alter it and say try this. You need someone who will question you. We all have blind spots, the people in your corner are people who will push the uncomfortable.
Accountability is another tool that AI doesn’t provide. Sometimes building knowing someone is watching pushes you that extra bit further and forces you to be accurate with a worry of “it’s not good enough”. This is not always the best driver, but diamonds are made under pressure
The relationships that push you to be better are often uncomfortable short term but valuable long term.
The human era is just beginning
With AI becoming more and more powerful, humans are going to crave more human interaction and humans are going to become more sought after. Stay true to what you stand for, and if possible in your workflow use AI to assist you, not replace you.
Unless a solar flare happens, ai isn’t going anywhere and it will become more capable, but it will never take your identity. So keep growing those connections and interactions. At the end of the day people don’t remember the perfect, they remember the flaws, and us as humans are full of flaws. That is not a bad thing. The most valuable thing you have isn’t your skill or your tools, it’s you.
