AI speaking on behalf of your brand? Sure, why not.

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):

1️⃣ Their staff have enough time and skill to effectively prompt and edit the content to sound human.
2️⃣ They've got a solid brand voice, and everyone has been trained how to use it. Staff know exactly when it's appropriate to use humour, acronyms, emojis, etc.
3️⃣ Their key messages are locked and loaded. Everyone in the company understands exactly how to communicate their product or service.
4️⃣ They've agreed on how, when and why to use AI to write their communication.
5️⃣ Their entire company is on board with the how, when, and why (because brand consistency involves the whole organisation).
6️⃣ They're well aware of any privacy and IP implications.
7️⃣ They're confident the data and information they're using in their comms is 100% true and accurate.
8️⃣ In no way are they producing material that's similar to their competitors.

Communication doesn't need to be overcooked, but it should always reflect the brand.