AI: How to Use AI Writing Tools Without Losing Your Brand’s Voice

(Fig: An AI generated image of Harry the Westie writing :)

Let’s be honest: marketers are using AI to write content.

You probably are too. And that’s okay.

The guilt around AI-generated content often comes from a false choice. Either you write everything yourself, or you’re being “inauthentic.” But that’s not how most marketing has ever worked. Brands have always used tools, templates, and yes, other people to help create content. AI is just the latest tool in the kit.

The real question isn’t whether to use AI. It’s how to use it well.

Why Marketers Are Turning to AI

The numbers tell the story. According to HubSpot’s 2025 State of Marketing Report, 91% of marketing leaders say employees at their organization use AI to assist them in their jobs. They’re not doing it to cut corners —they’re doing it to keep up.

Content demands have exploded. Between blog posts, social media, email campaigns, product descriptions, and video scripts, marketing teams are expected to produce more than ever with the same (or smaller) budgets. AI tools like Claude, ChatGPT, and Gemini help bridge that gap.

But here’s the catch: AI-generated content often feels… off. Readers can sense when something lacks a human touch. Research from Content Marketing Institute shows that while 95% of marketers now use AI, only 17% rate AI-generated content quality as excellent or very good, with most requiring significant human editing.

The Authenticity Framework

The solution isn’t to avoid AI —it’s to use it strategically while maintaining your brand’s human voice. Here’s how:

1. Use AI as a collaborator, not a replacement

Start with AI-generated drafts, but always add your own insights, stories, and brand perspective. Think of AI as an intern who’s done the research —you still need to add the expertise and brand personality and voice.

2. Feed AI your brand voice

Tools like Claude work better when you give them context. Share your brand guidelines, previous successful content, and specific tone preferences. The more you train the AI on your voice, your unique brand messaging, the closer it gets to sounding like you. More on feeding your brand voice to LLM’s here.

3. Embrace the editing process

AI excels at structure and information synthesis but struggles with nuance and emotional resonance. Your editing pass should focus on adding personality, cutting corporate jargon, and ensuring the content sounds like something a real person from your company would say.

4. Leverage humanizing tools

New AI tools are emerging specifically to help bridge the authenticity gap. Services like AI Humanize can help refine AI-generated content to sound more natural and engaging. These tools analyze your text for common AI patterns and suggest more human-sounding alternatives.

5. Add original research and perspectives

The easiest way to make AI content authentic? Add something AI can’t replicate. Include your own customer interviews, case studies, data from your business, or personal observations from your team. This original material gives AI-assisted content real value.

The Bottom Line

AI isn’t going away, and marketers shouldn’t feel guilty about using it. Industry analysts predict that by 2027, 80% of enterprise marketers will use generative AI daily, though success will depend heavily on proper oversight and human collaboration.

The brands that win won’t be the ones that reject AI or the ones that use it mindlessly. They’ll be the ones that blend AI efficiency with human creativity, using these tools to amplify their voice rather than replace it.

Your audience doesn’t care if AI helped you write your content. They care if it’s useful, engaging, and sounds like it came from someone who understands their problems.

Focus on that, and the tools you use become irrelevant.

Additional Reading

• The 2025 State of Marketing Report - Hubspot
• Research from Content Marketing Institute - Content Marketing Institute
• 2026 Forecast: Search, AI, and Analytics Trends for Forward-Thinking Marketers - Uncommon Logic

Additional writing tools

• Grammarly - While primarily known for grammar checking, it excels at editorial polish and making corporate writing sound more natural
• Undetectable AI - Focuses on rewriting AI content to improve readability and natural flow
• Writesonic’s Free AI Text Humanizer - Offers 23 languages and 13+ tones including engaging, professional, and friendly options

Happy branding :)