If you’re interested in the nuances of language, like me, you will have undoubtedly noticed a change in language. My career, and our business, has been built on keeping one step ahead of brand communication, so we are constantly monitoring and reviewing how language is used to engage shifting audiences and communication channels.
From abbreviations to slang to Americanisms, we have to accept that language is a living organism – a breathing, evolving thing – and nuances and meanings will change over time. Whether this is driven by social media, TV and films or the playground doesn’t really matter – it’s happening and demonstrated every 3 months when the Oxford English Dictionary announces its ‘new words’.
But there’s another cause … you guessed it, it’s AI.
From LinkedIn posts to website copy, emails to books and more, it’s all pervasive, but no matter how much you ask your chosen AI to ‘make it sound natural’, there is usually a robotic air to the copy it writes.
AI’s structured, ‘ideal’ language results may sound confident, but often feel devoid of emotion. And when your audience suspects AI’s interference, they can get suspicious and their trust in your brand can dip.
We’ve been integrating AI into our business for a while, using it to help streamline processes and give us inspiration, but it’s never the end point.
Our top tips for using AI for copy:
- Filter out AI buzzwords – terms like ‘pivotal’ and ‘meticulous’ ‘pepper’ AI speak so a sense check – does this actually sound like your brand? Does it sound like a human
- Get inspiration – ask AI a question, but sense check the response and edit the tone of voice before using
- Give it time – read, refine, and then review again after a period of time. This gives extra clarity when reviewing
- Don’t be loyal – use multiple AI tools, giving a pool of content you can amalgamate into something that sounds like you and works for your audience
Remember …
- Genuine warmth builds meaningful relationships with prospects and customers
- Empathy and emotion, using simple, human wording, makes communications more reassuring
- Natural language is vivid, personal, and unpredictable
Whilst AI is a factor in reshaping how we speak and write, we don’t need to let it take over. Use the tools but review forensically to make sure you’re not pumping out something that sounds like automated text. Above all, remember to:
