In a world of AI, we still need to empower our teams to create truly human content

It’s humanised content that builds connection, drawing people closer to us and our brand

It’s humanised content that captures attention in a noisy, saturated market

The closer we are to the people we’re trying to influence (and sell to), the more likely we’ll become not just the obvious choice, but the only choice in their minds

Too often, brands focus on “what we do” instead of “so you can”

They prioritise supplier-centric benefits over what actually matters to the customer

We also see brands falling into the trap of generic language, phrases that have been repeated so often they’ve lost all impact:

Human potential optimised

Breaking down barriers

We’re number one

Illuminating new possibilities

When creating content, whether through AI, by yourself, or both, you must avoid clichés and jargon at all costs

As Brené Brown reminds us, authenticity is a choice

We choose to show up as our true selves

The same applies to brands: we must choose to show up in a way that feels real, relatable, and distinctly us

Because in the end, the brands that sound the most human will be the ones people trust and buy from