Perhaps once a month, someone asks me how I feel about AI coming for my job. But here's why I - someone who's worked in comms for 15 or so years - think it's ok for some companies to use AI to speak on behalf of their brand (a checklist, if you like).

I've had lots of practice at saying 'no'.

I'm not just talking about the 'should-we-use-an-exclamation-point-here' questions.

I mean the types of questions that make some decision makers chuckle uncomfortably, clap their hands once, say they'll look at it and rush for the door.

Here are three comms actions you can take.

Would I lie to you? Here’s how I’d approach it, as a copywriter who’s been writing these things for 10+ years now.

Let me hold your hand while I tell you this…your logo and colour palette are not the only important things about your rebrand.