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In the Era of Artificial Intelligence's Monotony, Unique Brand Voice Becomes Your Source of Strength

Brands need to be strategic in leveraging AI for unique content generation to avoid losing their individual identities in a rapidly evolving digital landscape.

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2 min read
In the Era of AI Homogeneity, Unique Brand Identity Becomes Your Strength
In the Era of AI Homogeneity, Unique Brand Identity Becomes Your Strength

In the Era of Artificial Intelligence's Monotony, Unique Brand Voice Becomes Your Source of Strength

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In the rapidly evolving digital landscape, maintaining a unique brand identity has become more crucial than ever. This is a message championed by Amy Packard Berry, an Executive Vice President MarCom at Sparkpr and an AI enthusiast, who also owns the firm Berry Family Angus.

Berry, a member of the Forbes Agency Council, believes that AI is one of the most transformative tools of our era. However, she cautions against the mindset of publishing content quickly, which she believes is causing a lack of brand soul in the content produced.

"No one will remember how efficiently you produced content when the campaign ends," Berry says, "but they'll never forget how deeply you made them feel."

The Age of Sameness is upon us, where sameness will become marketing's default setting if we're not intentional about keeping our voices sharp and creative. AI, while offering opportunities for content creation, is not effective at maintaining personalized brand dialects, creative edge, or emotional authenticity.

Berry advocates for using AI as a brand amplifier, not a replacement for human creativity and talent. She suggests that every company should have materials highlighting its voice, values, and brand language. Subtle quirks, regionalisms, and cultural references make a brand feel alive, and these are elements that AI currently cannot replicate.

Berry encourages brands to prioritise real-world interactions to engage with audiences and play to industry news to remain relevant. Stories with personality make people stop scrolling and listen. The best brands have a distinct human voice that shapes both product and personality.

However, there's a concern about the line between embracing AI and becoming it. Berry advises brands to embrace AI to enhance their brand by fusing scale and soul, but remember to prioritise the brand's weirdness, edge, and truth. In the age of AI, a brand's unique perspective can get flattened, being molded by generalizing models instead of creative values and perspectives.

Think creative disruption by leading with tone and personality while highlighting your brand's innovative spirit. Let your brand's soul shine through, and let AI be the tool that amplifies it, not the force that dilutes it.

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