5 Ways to humanise AI content and keep your brand voice
We don’t need to tell you how much AI tools have transformed the way we create content. They can churn out a pretty decent blog post in no time. Impressive, right? However, that doesn’t mean it’s content your audience will actually want to read.
Too often, AI copy feels, at best, bland and generic, and at worst, robotic. And when that happens, trust dissipates. According to Forbes, 55% of respondents in a recent survey reported feeling uncomfortable on websites that heavily rely on AI-generated articles and stories.
The solution isn’t to avoid AI altogether. It’s to make sure your human voice still leads the conversation. Here’s how to keep your content sounding authentic, engaging, and unmistakably yours.
1. Start with strategy, not a prompt
AI is brilliant at producing words, but it has no idea why those words matter. That’s your job.
Before you open ChatGPT or any other tool, ask:
- What is this piece meant to achieve?
- Who am I talking to, and what do they care about?
If your goal is to help business owners improve client retention, tell the AI and explain what tone you need (friendly, reassuring, professional). You’ll get far stronger results when you lead with strategy, not syntax.
2. Edit for emotion and empathy
AI can’t feel, and readers can tell. If the draft feels flat, add life back in.
For example, an AI might write:
‘Providing good customer service is essential for business success.’
You could transform that into:
‘We’ve all had that customer who starts frustrated but ends the call smiling. That’s the moment great service becomes real and where loyalty begins.’
The difference? One sounds like a textbook. The other sounds like it came from someone who’s been there.
3. Keep your brand language front and centre
Your brand has a distinct vocabulary. Maybe you say ‘clients’ instead of ‘customers,’ or ‘learners’ instead of ‘students.’ Build a short style guide that captures your phrasing, tone, and personality. Then, when AI gives you something that sounds ‘off,’ you’ll know exactly how to fix it.
A good test: if it doesn’t sound like something you’d say in a meeting with your best client or colleague, it doesn’t belong in your content.
4. Add real-world detail
AI doesn’t know what happened in last week’s sales briefing or how your client solved that tricky supply chain issue. You do. Adding those examples, local references, or anecdotes will bring your content to life.
A short story or real quote instantly grounds a piece and builds trust, something no algorithm can fake.
5. Always add a human edit pass
Never publish an AI draft untouched. Read it aloud. Does it flow naturally? Does it make you want to keep reading? Are there moments that sound like filler or fluff?
The final 10% of effort, which involves trimming, reordering, and adding personality, is what turns AI output into meaningful brand-aligned storytelling.
The Bottom Line
AI can save time, but it can’t replace your insight, tone, or intuition.
The brands that will thrive in this new era are those that use AI smartly to handle the heavy lifting, while keeping their human touch front and centre.
Because at the end of the day, people don’t want to read machine-made content.
They want to read something that sounds like you.